Gérard Darel Opens Its New Regent Street Flagship With Dree Hemingway Fronting Its Autumn Winter 2026 Campaign

Parisian fashion house Gérard Darel will mark a new chapter in its London presence with the opening of a brand-new flagship on Regent Street, alongside the return of Dree Hemingway as the face of its Autumn Winter 2026 campaign.

The new corner flagship will bring the Maison’s signature Parisian aesthetic to one of London’s most iconic shopping destinations, following the brand’s established boutiques on Marylebone High Street and King’s Road.

Designed to feel like a Parisian’s London apartment, the 180-square-metre space will span two floors and combine fashion with art, vintage furniture and artisanal objects. Soft architectural lines will sit alongside terrazzo, travertine, wrought iron, warm oak and elm wood, creating an intimate and understated setting for the brand’s collections.

The Regent Street store will offer Gérard Darel’s full range of ready-to-wear and accessories, alongside some of its most recognisable pieces, including the 24H Bag, Anna Jeans and signature trench coats.

The opening will coincide with the launch of the Autumn Winter 2026 campaign, which will see Dree Hemingway return as the face of the Maison for a second consecutive season.

Shot in Paris, the campaign will capture Hemingway strolling through the city’s streets and along the Seine, reflecting Gérard Darel’s relaxed approach to French elegance. The collection will focus on effortless silhouettes, with tailored men’s jackets worn over the shoulders, rich textures, precise tailoring, statement coats and luxurious knitwear creating a wardrobe designed to be worn with ease.

Hemingway’s natural, understated style makes her a fitting ambassador for the brand. Raised in Sun Valley, Idaho, she later studied at London’s Royal Academy of Dramatic Art and has built a career spanning modelling and acting, with appearances including Starlet and work with filmmakers such as Noah Baumbach and Alex Ross Perry. Her latest work includes American Love Story.

The new Regent Street flagship will form part of Gérard Darel’s wider international expansion. The Maison has reported £137 million in turnover and consistent 10% year-on-year growth, with further momentum expected through 2026. Its global network now includes more than 250 owned boutiques and shop-in-shop locations, alongside 230 wholesale and franchise partners.

The London opening will follow recent flagship launches in New York, Dubai and China, further strengthening Gérard Darel’s presence across key international markets.

“Regent Street, with its unique blend of heritage and cosmopolitan energy, is the ideal setting to express GERARD DAREL’s effortless Parisian spirit. Our new corner flagship serves as a powerful window to the world and marks a significant step in our UK development, strengthening our connection with British and international customers who value craftsmanship, timeless style and modern femininity,” said David Maruani, Chairman of GERARD DAREL. “Our vision is to bring Parisian elegance to every corner of the world while staying true to the authentic spirit of the brand,” added David.

Founded in Paris in 1971, Gérard Darel has built its identity around timeless French femininity, drawing inspiration from figures including Jackie Kennedy and Jane Birkin. Today, the Maison continues to combine clean-lined ready-to-wear with signature accessories and enduring wardrobe staples, bringing its interpretation of effortless Parisian style to a growing international audience.

When: 16 September 2026

Where: 221 Regent Street, London W1B 4NJ

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