Gerard Darel conquers London

French fashion company Gerard Darel is poised to conquer British consumers. Having opened a store in St John's Wood in London last November, it is planning to add another five London stores in the next three years. "We think of ourselves as an affordable luxury brand," Laurent Gerbi, son of Darel's founder, told Vogue. "It's a very high quality product and our advertising reflects that. Where once we had the likes of Brooke Shields in our campaigns, we now have Charlotte Gainsbourg. Our clothes haven an aspirational look but women can afford them - they can afford to look good." Gerard Darel offers lady-like, sophisticated looks with a nod to French chic. Harrods and Fenwick in London and Bergdorf Goodman and Neiman Marcus in New York have already bought the new line. "It's timeless and modern at the same time," Gerbi said. "It's trendy but not for fashionistas only. We have had lots of compliments about the way the clothes fit women from all over the world, too, which we are very proud about."