Launching a store in central London is a rite of passage for any British designer with a burgeoning career, and Covent Garden is proving to be a draw for talent, as Osman Yousefzada moves into the neighbourhood on Monday December 10 – opening the doors to what will be his first walk-in address.
The Osman label has an illustrious following, including Hollywood stars who appreciate the designer’s sculptural yet flattering designs and Cinderella dresses. He is also known as a collaborator on the London art scene, exhibiting his own work and supporting that of others through The Collective annual art journal – a publication drawing on the talents of his creative circle, which is distributed to stores worldwide. His five-storey Fitzrovia atelier will continue as a design studio, private customer salon and showcase for his artist and performer friends.
“We wanted to expand our customer base,” says Yousefzada, “and Floral Street will allow us to have a conversation with the fashion-aware buyer who shops in the area but may not know our brand well.” The industrial-style space is contemporary, featuring walls veiled in clear yellow PVC with exposed pipework, which sets the scene for modern furniture.
The collection ranges from £70 T-shirts and fitted basics – such as jackets, trousers and shirts priced up to £600 – to red-carpet dresses (from £910). Highlights include a shimmering golden silk lamé gown (£1,245), a Duchess of Sussex-style belted coat with multicoloured pompoms (£2,200) and a tailored tie-front jacket (£790). But the real stars of the selection are two specially designed pieces, available exclusively at the store – a padded teal velvet coat (£995) and a black shearling, crackle-finish cape (£1,900).