In a starkly lit triplex on Regent Street last night, the French brand Longchamp celebrated the opening of its brand-new London flagship—the label’s largest store in Europe. And leave it to the house that’s tapped Kate Moss and Coco Rocha for its ad campaigns (both, by the way, stopped by) to pack those three floors to the rafters, replete with near-endless Champagne and a lot of Instagramming. The celeb quotient was, if you will, through the roof.
“I love the fact that Longchamp is family owned,” gushed Rocha. “I feel like I’m a part of it—but a second cousin!” Accompanied by a Top 40-heavy soundtrack, guests from all corners of the social pyramid arrived: Kate Foley, Chelsea Leyland, Harley Viera-Newton, and Leigh Lezark held down the It-girl contingency; Zoe Saldana represented Hollywood; Edie Campbell (who noted that Longchamp’s popular carryalls were “the bags that all the kids had at school that I really wanted”) stood up for the catwalker crew; and then there was the man, myth, and legend himself, Mick Jagger.
“It’s consistently elegant,” Saldana said of Longchamp. “And I always lean toward elegant.” Dressed in the brand’s airy white chiffon top and matching shorts, the actress, who has been filming in London this summer, added, “I love it here. It’s like New York in that everybody looks great, everybody’s working really hard, but everybody parties really hard, too.”
