Balmain to open first London store

French fashion house Balmain is to open its first London store on South Audley Street in Mayfair. The new site, which counts well over 2,000 square feet, was designed by French interior designer Joseph Dirand, who made a name for himself in fashion and luxury interior design.

Dirand previously designed Balmain's Paris store on the Rue Francois 1er in 2009. Like its French counterpart, the London store is a study in elegance, with neutral colours, plenty of mirrors and brass details.

"London is a very important city for Balmain; we have always had a very loyal clientele so it all came very naturally," said Balmain CEO, Emmanuel Diemoz. "Just like with our store in Paris, Joseph Dirand has created a classic and elegant space that is ideal for the modern designs of Olivier Rousteing, the label's creative director." Diemoz also said London is an important market for Balmain.

In addition to the opening of the London store, Balmain is also relaunching its web shop, Balmain.com. The site is currently available in Europe, the United Kingdom and the United States and offers visitors full access to the collections, including live fashion show broadcasts.