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Free People: the Chic Brand Taking over London

Free People London store

Rediscover the joy of getting dressed with Free People

While the beginning of any new year brings with it the cathartic notion of reset, never has a fresh start been more necessary than it is now. After a very different festive season — scratch that, a very different past 12 months — if you’re anything like us, your gaze is vehemently fixed on the future and all of its hopeful possibilities. As such, it’s little wonder that we’ve begun assembling our dream 2021 capsule wardrobe to match, placing a considerable amount of thought on the purchases we’ll make now, to see us through the season ahead. And there’s one brand that has created a collection of beautiful clothing with the escapism we so long for practically built-in.

Free People Jeans

Chances are you’ll have already heard of Free People, the premium lifestyle brand which has become known for its finely crafted and timeless pieces that don’t subscribe needlessly to fleeting trends. At its heart you’ll find creativity, inclusivity, self-expressionism, and the championing of self-confidence; wholly important things Free People instils in all who wear its clothes. Everything you see is hand-touched and designed in-house at its Philadelphia headquarters, and made to be worn and loved for a lifetime.

Free People outfit

While it may have been born in the U.S., Free People has been laying some meaningful roots in London of late. Of course, you can shop it from the comfort of your sofa by way of its U.K.-dedicated website. However, with gorgeous brick-and-mortar boutiques in Chelsea’s Duke of York Square and King’s Road, Floral Street in Covent Garden, and its retail latest offering in Notting Hill’s Westbourne Grove, to step inside any of its stores is to be reminded of what makes in-real-life shopping so lovely. Ethereal dresses drape elegantly from cast-iron rails, while cosy knitted co-ords neatly adorn sprawling blonde wood surfaces. Whichever boutique you choose to visit, rest assured nothing about them is crammed or chaotic. Truth be told, they feel more like chicly-curated (not to mention impressively-sized) walk-in closets than they do shops, which should be enough to tempt anyone out of their sartorial hibernation.

Free People white Dress

But what of the clothes? Well, that’s where things get really special. The thing that sets Free People apart from other brands is the story its clothing tells — a story in which we want to be the protagonist. Let’s start with the dresses. Anyone who has worn a Free People dress will attest to its magic. Often billowing and brimming with romanticism, Free People’s dresses transition seamlessly from winter to spring by the mere switch of a shoe or the addition of a coat (of which Free People also has countless excellent styles to choose from). Every occasion has been considered, too; there are alluring lace dresses designed with starlit strolls in mind, but also midis modelled in the softest fabrications for days spent snugly at home.

Free People Knitwear

Still, it’s January, so we’d be remiss not to talk about knitwear; especially as Free People do it so well. Spun from delicate yarns in one-of-a-kind cuts, Free People’s jumpers and cardigans are some of the strongest we’ve seen, ensuring you look chic, all the while keeping you toasty. From cropped cable knits and patterned roll necks to reimagined Fair Isles and cashmere in kaleidoscopic colours, no woolly base has been overlooked. Free People’s signature oversized aesthetic means its knitwear loans itself to pairing with anything, from leggings to slip skirts. And, naturally, denim.

Free People Denim

Uncontrived, cool, and comfortable, denim and Free People go hand-in-hand. Sure, finding the perfect-fitting jeans might have been notoriously difficult in the past, but that’s all changed thanks to The Free People Denim Shop. Featuring clean and basic styling options so you can focus on the shape, fit, and look of the jeans themselves, we’ve never found it easier to browse online for new blues (or greys, or ecrus). In-store, the experience is just as smooth. With skinnies, ankle crops, flare jeans, and everything in-between, consider it the ultimate denim destination.

Free People Hat

For many of us, an active lifestyle is integral to our mental wellbeing. This is something Free People believes in wholeheartedly and has poured this passion into its collection, FP Movement. Whether your exercise of choice is yoga, dance, running or surfing, it goes without saying that the clothing you wear needs to be comfortable and practical — but chic. You can complete this impressive triad and take on any workout with FP Movement’s range of high-performing, stylish threads.

Now that you’re better acquainted, we’re sure you’ll agree that Free People’s new-season line-up is as impressive as they come. Like its customers, its intelligent, creative, confident, and, above all else, comfortable approach to getting dressed is, ultimately, what makes it so unique and appealing. As we already mentioned, now is the time to use fashion as your escapism. So, whether you make a pilgrimage to one of its beautiful London stores, or lose yourself in its inspiring digital pages, transport yourself on a sartorially-led adventure to remember with Free People.

Visit the new Free People store at 188 Westbourne Grove, W11 2RH

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