Serbian fashion designer Roksanda Ilincic is reportedly gearing up to launchher debut store at 9 Mount Street in Mayfair, London this spring.
“It's a very exciting project and something I have always dreamed of - even when I thought it was probably a very ambitious dream! I feel very fortunate to be doing something that I love so much. It's such a new area for us, so I'm putting all of my energy in to it,” explained Ilincic to Vogue.co.uk.
The store concept was created in collaboration with English architect David Adjaye. The details surrounding store's interior, however been kept under tight wraps until the store's official opening, which opening date has yet to be confirmed.
Ilincic previously studied design and architecture at Belgrade University before moving to London to attend Central Saint Martins and obtain her MA in women's wear in 1999. Her eponymous label first showed at London Fashion Week in 2003, before she went on to collaborate with high street retailers Debenhams and Whistles and launch a children's wear line in 2012.
Since then the designer has gained a large group of faithful followers, who eagerly await her store opening. “I've been fortunate to spend a lot of time with my customers, especially here in London, and it helps me to think about what they might need now - while staying truthful to my brand,” added Ilincic.
“The pre-collection is the most important for my customers. It spends a lot of time on the floor and it's almost bread and butter to designers now; something that customers wear over and over. The show has become the place for experimentation, but pre must always have my signature,” concluded the designer. Ilincic's elegant collections are best known for their use of bold colors, exclusive materials and clean silhouettes.