Gant has opened its first UK flagship store in London on Regent Street and last night they celebrated the store opening. The menswear mainline collection is on the ground floor and on first floor there is women, children and home. Gant is quite a preppy brand but it doesn’t feel quite feel American Preppy - it has more of a European feel of preppy. It seems to take it’s influences from fashion trends rather than traditional American university looks…All the staff were wearing gingham - a nod to Christopher Kane.

I do like the visual merchandising and all the little stories that can be found in the different rooms.

Ice cream, endless pink cocktails made with jam and a fabulous DJ make a great launch party!

Lucy Wood of Look Magazine and her assistant, Gant’s Declan Long, Julia Neel from Vogue.com, Jamie Millar from GQ and Leisa Barnett of Handbag.com.

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Brian Rennie (left), Gant’s new Design Director, with Stefan Lindemann, Grazia’s Shopping Editor. Last night I went to a fabulous dinner at Sketch to celebrate Gant’s new creative director. - Brian Rennie. Brian Rennie was previously the designer behind legendary fashion house Escada. Brian is charming and you can’t help but adore him, not just because of his accent but because of his gentle demeanour. Brain and his partner had just finished building their dream house in Scotland, he was looking forward to enjoying a long, quite life there. Yet, somehow he couldn’t resist the temptation to work with Gant - he truly envisioned their potential and now finds himself living and working in Stockholm. The new collection has some wonderful tartan shirts - influenced by Rennie’s Scottish heritage - he’s originally from Dundee. He’s added a long dress to the Cruise Collection, the whole collection has been updated creating a luxury lifestyle brand. Gant History 1914, Bernard Gant left the Ukraine to go the US 1941 The Gant family starting making shirts for Brooks Brothers, Manhattan Shirts and J. Press. 1949 Gant designed shirts with buttons on the collars, creating the first button-down shirt. 1967 the family business was sold and was owned in succession of American companies 1980’s, the Swedish company, Pyramid Sportswear, obtained the master license for all over the world except the US. 1999, Pyramid and the majority of Gant shares has been bought by Maus Frères S.A., one of Switzerland’s largest retail groups. 2007, Brian Rennie, joined Gant as their design director.

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