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Princess Marie-Chantal Rewrites Brand Narrative With New London Store

LONDON — As Princess Marie-Chantal of Greece watches a new generation of women become mothers, she’s been rethinking the narrative of her eponymous children’s wear brand and unveiled a new look, with the opening of her boutique in Belgravia.
The store is located on the newly pedestrianized Motcomb Street, next to Christian Louboutin and Carolina Bucci.
“The brand is 18 years old and it needed a brig refresh because I’m now seeing some of my friends’ children having kids of their own, and buying my brand,” said Marie-Chantal, adding that she spent up to two years updating everything from the packaging, to the product and retail design.
Her stores in Notting Hill and South Kensington’s Walton Street have been shut, with the focus now on the new space, which aims to tell a story of childhood nostalgia, timelessness and the joy of dressing up.
“When you become a mother, you draw from your own childhood memories, so there’s this kind of nostalgia,” added Marie-Chantal. “Also, kids are kids. They should be cute and pretty and they love dressing up, so we want to be able to offer a little bit of everything, whether it’s a Liberty print or a beautiful soft tweed, a coat

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Via:: https://wwd.com/fashion-news/fashion-scoops/princess-marie-chantal-rewrites-brand-narrative-new-london-store-1202911334/