If you were paying attention in 2017, you’ll remember the moment Reserved landed on UK soil, ceremoniously welcomed by none other than Kate Moss, who not only cut the ribbon outside the Oxford Street store but also fronted the A/W 17 campaign clad in a vinyl trench. Naturally the Mossy effect catapulted Reserved into the spotlight. The label which humbly began in 1991 as a family-run store stocking practical trackies is now going head-to-head on the high street with the likes of Zara and H&M, counts influencers from Natasha Ndlovu to Caroline Daur among it legion of fans, and is this season fronted by the legendary Cindy Crawford. Google searches for the brand are also up 450% in the UK alone, which is impressive whichever way you look at it. So what’s the deal, and why should you be shopping Reserved online ASAP? Keep scrolling for the full lowdown, plus the new-season pieces we'll be adding to cart pronto.
The Reserved Aesthetic
Think Eastern Bloc meets Scandi street style. The sportswear vibe of the brand’s early days still run strong through collections—think Vetements-inspired streetwear at H&M prices—while seasonal trends make up the rest with floral dresses, smart separates, kimonos, cosy knitwear and lots of block colours. Expect sharp lines, cool takes on basics and a rainbow of co-ords.
Who’s Wearing Reserved?
The list is an impressive roll call of supermodels and fashion Instagrammers, with the likes of Natasha Ndlovu, Doina, Sandra of 5 Inch and Up, Caroline Daur and The Frugality’s Alex Stedman all tagging their looks, while Jourdan Dunn, Adwoa Aboah and Irina Shayk have joined Kate Moss and Cindy Crawford in modelling for the label.