MOUNT BALMAIN: Balmain has moved its London store, but it surely hasn’t gone far.

The brand, which opened a flagship on South Audley Street in 2015, has moved across the corner to 94 Mount Street, with neighbors including Simone Rocha and Marni. 

Balmain’s recent, 1,077-square-foot store houses the ladies’s, men’s and accessories collections, and there may be also a non-public suite for VIP appointments.

The shop soft launched earlier in March, with creative director Olivier Rousteing officially cutting the ribbon this week with a cocktail for purchasers and a small, private dinner for friends and collaborators.

“Knowing that London is such a vital destination for each British and international fashion lovers, it was very vital for me and my team to create this special, one-of-a-kind environment, where we could welcome our guests right into a distinctly Balmain universe,” said Balmain chief executive officer Jean-Jacques Guevel. 

Guevel said the inside of the brand new store was “directly inspired by the feel and look of Rousteing’s fitting rooms, where he and the home’s artisans oversee the ultimate touches needed to perfect each recent collections’ offerings. By channeling that unique house space, we not only have the chance to present our latest designs, we may make the most of that interior design to highlight what truly sets today’s Balmain apart.”

The Mount Street space has up to now housed Pringle in addition to an art gallery. The brand new store sits across the road from Scott’s and is a couple of steps from the Connaught Hotel, Christian Louboutin and Creed Fragrances.

To mark the opening, Rousteing held a non-public dinner at Apollo’s Muse, Richard Caring’s recent private members club, with guests including Jourdan Dunn, Maria-Olympia of Greece, Poppy Delevingne, Isamaya Ffrench and Sam McKnight.