J.Crew eyes its fourth store opening in London

J.Crew is set to open its fourth store in the heart of London this fall.

Jenna Lyons, the company's president and creative director revealed earlier this morning the opening of a new store at number 16 Sloan Square, during an event hosted at the former Links of London location.

The 4,500 square foot store will open this September and house a selection of J.Crew's womenswear, menswear, accessories and collaborative collections. In honor of the new store's opening, the fashion retailer will team up with Buglife, a charity which is dedicated to the conservation of bees and other insects.

A “living garden” has been construction outside the store, which covers the building facade. Over 8,000 plants from 81 different varieties have been planted to help lure more bees into the city and promote pollination.

J.Crew has also teamed up with illustrator Emma Smith, who is set to design four different bee inspired t-shirts for men, women and children. These exclusive designs will be available from September onwards in London stores, internationally as well as online.

The “living garden” is part of the fashion retailer's 'Garments for Good initiative' with 100 percent of profits made on exclusive product, such as the bee t-shirts, to be donated to a number of charities, according to WWD.

J.Crew has been rapidly expanding in London over the past year, with stores on Regent Street, Brompton Road and Lambs Conduit Street.