The Fold opens its first flagship boutique

Debut store showcases slick desk-to-dinner sartorial style

The store has fine-wool coats with feminine detailing such as sculpted cuffs, £495
The store has fine-wool coats with feminine detailing such as sculpted cuffs, £495

Established just six years ago, premium London label The Fold has established a reputation as the go-to online womenswear brand for professionals who favour feminine cuts for their formal workwear – and a clean, modern aesthetic that takes them effortlessly from desk to dinner party. The brand started out offering a semi-bespoke service from a studio in Clerkenwell (now closed), and its founder Polly McMaster plans to build on this offering at its first Belgravia boutique, which opens on March 2.

The Fold’s new store on Cadogan Place
The Fold’s new store on Cadogan Place

Housed in a Grade II-listed building, the store’s new Cadogan Place address is perfectly positioned for the label’s well-heeled clientele. “We were very lucky to find this location on the Cadogan Estate, where the local businesses have a real synergy with our brand and meet many of our customers’ needs,” says McMaster, a former city executive. “We wanted the store to fit around their lifestyles, and the shops, galleries and hotels in the area are very appealing – it feels like a great place to set down roots.” Building on the personal service offered at its studio, McMaster aims to create a hub for working women. “Our customers already network with each other and form friendships through The Fold,” she says.

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The light, contemporary interior of the two-storey boutique was designed by consultancy KKD to conjure the ambience of a private members’ club. It also sourced pieces by women artists such as surface designer Stephanie Tudor, who created the store’s centrepiece bar.

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Visitors who call by can arrange one-to-one styling sessions, meet friends or have coffee and catch up with work, while the space will host regular events for customers. Peruse the full spring collection at the store: from softly draped blouses (£195) through to flattering, often asymmetrically cut wool or silk dresses (from £225) to fine-wool coats (£495) with feminine detailing such as sculpted cuffs. It’s planned as the perfect place to work and play.

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