Thanks to Kate Moss, We're All Suddenly Talking About This Polish Brand

Poland isn't exactly known as a fashion destination, however, the latest high-street brand ready to take on Zara hails from Gdansk. Polish brand Reserved aims to be among the top five fashion retailers in the world, which is quite the ambition given the communist landscape in which it was first founded.

Before 1989, the average salary in Poland was just £20 a month, and clothing and shoes were bought through a strict coupon system. When communism fell in 1989, the empty shops and inaccessibility to clothing meant that the demand was huge. The family company launched in 1991, and then it was branded as Reserved in 1998, with a tiny 20-square-meter shop selling tracksuit sets that were more practical than stylish. Now Reserved is like the H&M of Eastern Europe, as the LLP group has over 1700 stores in 20 countries. And today it opens its first London store on Oxford Street, with the ribbon cut by none other than Kate Moss.

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Kate Moss is the face of the A/W 17 campaign, wearing vinyl trench coats and PVC trousers and the brand's signature tees with the logo across the chest in white capitals. Not only has the brand got Moss on board, but a powerful team of London's most influential bloggers from Doina to Sandra of 5 Inch and Up, who have been tasked with showing the best of Reserved on Instagram.

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So how does Reserved measure up to Zara? Like the high-street giant, it can turn trend-led pieces around in a matter of weeks. You'll find pieces that are highly reactive to catwalk and Instagram trends, such as checked blazers and red boots. But the point of difference with Reserved is that it's serious about sticking to its Polish and family roots.

It is a treasure trove of the Eastern European sports-inspired streetwear that has exploded, thanks to Vetements and Balenciaga. In the new collection, graphic oversize jumpers, retro sports jackets and tough ankle boots are what sets the brand apart from everything else on Oxford Street.

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Scroll below to see how the likes of Doina, 5 Inch and Up and more are wearing Reserved.