Dover Street Market: New Address, New Look

After 10 years of continuous success, Dover Street Market or DSM remains the most fashionable and exciting fashion store in London.

The concept created by Rei Kawakubo, the designer of the Japanese fashion brand COMME DES GARÇONS and his partner Adrian Joffe reinvented a retail concept – offering carefully selected multi-brands with the spirit of an art gallery.

The first store was located on Dover Street in London’s fashionable Mayfair district. With the same concept, other store openings followed in Tokyo, New York, Singapore and Beijing … But undoubtedly the most surprising of them is the new London address – in a historic building Haymarket – a few meters from Piccadilly Circus.

As Rei Kawakubo himself describes, the DSM is like a “beautiful chaos” where people can have a true fashion experience. This is the feeling she wants people to experience when they first come through the door. She completely rethought the building, while retaining its historical qualities, but since each of the designers selected by Dover Street have their own vision, Rei Kawakubo decided that each brand could decide its own architectural concept and space to promote their products.

Taking a walk through all five floors is like traveling to different worlds, each unravelled at every step. Some corners are permanent such as Craig Green, Junya Watanabe, Raf Simons or Gosha Rubchinskiy while DSM exclusive partners include Gucci Men’s, Vans, Mark Cross and even a Nikelab space. In addition to new designers like Nicholas Daley, Proenza Schouler and ShrimpsXiao Li, there are of course plenty to choose from more well known international brands like Dior, Celine, Gucci, Balenciaga, Alaïa, Valentino, Chalayan, Giambattista Valli …

New innovative creators of fashion and design always have played an important part in DSM. They come from all over the world and often set the trends of future fashion.They are always enthusiastic and helpful with great fashion insights and advice.

All making this iconic London address vibrate in a new electrifying architectural setting.             An address definitely in the top of places to visit in London.

  • Dover Street Market
  • 18-22 Haymarket, London SW1Y 4DG


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