GERARD DAREL brings Parisian ease to Regent Street

GERARD DAREL is bringing a little Parisian ease to London with the opening of its new Regent Street flagship, alongside the unveiling of its Autumn/ Winter 2026 campaign starring Dree Hemingway for a second consecutive season.

Situated at 221 Regent Street, the new 180 square metre space is conceived as a Parisian apartment transported to the heart of London. Across two floors, art, vintage furnishings and artisanal objects sit alongside soft architectural lines, terrazzo, travertine and warm woods, creating a space that feels more like a lived-in home than a traditional boutique.

The new space joins GERARD DAREL’s existing London boutiques on Marylebone High Street and King’s Road, housing the Maison’s full ready-to-wear and accessories collections, from its signature 24H Bag and Anna Jeans to its classic trench coat.

“Our new corner flagship serves as a powerful window to the world and marks a significant step in our UK development, strengthening our connection with British and international customers who value craftsmanship, timeless style and modern femininity.” David Maruani, Chairman of GERARD DAREL.

Alongside the new store, Dree Hemingway returns as the face of the brand’s AW26 campaign, bringing an effortless ease to the collection that mirrors her work on screen. She is best known for roles including Starlet, as well as collaborations with filmmakers Noah Baumbach and Alex Ross Perry, and most recently American Love Story. Hemingway has built a career around understated performances and quiet presence, qualities that translate very naturally into the Maison’s world.

The collection leans into relaxed tailoring and timeless dressing, with deep reds, warm browns and earthy neutrals adding richness to the palette. Luxurious knitwear, leather, shearling and oversized menswear-inspired jackets bring texture to the wardrobe, while signature coats and denim keep the looks grounded in GERARD DAREL’s understated approach to French dressing.

Photographed across Paris, Hemingway moves through the city’s streets and across the Seine, bringing the collection into a setting that has long shaped the Maison’s identity. The accompanying look book moves between intimate studio portraits and recognisable Parisian landmarks, capturing tailored suiting, flowing blouses and textured outerwear alongside the season’s leather, shearling and denim.

The new London opening marks another step in GERARD DAREL’s international expansion, following recent flagship openings in New York, Dubai and China. With its Regent Street arrival, the Maison continues to bring its particular brand of Parisian elegance to a growing global audience.