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OSMAN opens new townhouse retail space

Lauretta Roberts
26 April 2018

Osman Yousefzada, the British-based fashion designer behind the OSMAN label, officially opened his new townhouse retail concept last night with a star-studded party. He has revealed a move into furniture design with the launch of a range of chairs, benches and a sofa planned for this month.

The House of Osman townhouse is based at 23 Percy Street in Fitzrovia and has been conceived as a manifestation of Yousefzada’s many creative pursuits across fashion, art, publishing and interior design. It also serves as a physical extension of his magazine, The Collective, which brings together the designer’s rich and diverse creative community across the worlds of fashion, art, design, interiors and literature.

Yousefsada said he selected the 3,000 sq ft space, which is close to the Bloomsbury district, due to its association with early 20th century Bohemia, and also because he wanted an unconventional space where he could centralise his workforce and house his design studio, personal offices, atelier and head office departments.

Artist friends of the designer will have their works exhibited at the house and made available to buy. Works by Prem Sahib, George Henry Longly, Celia Hempton, and Erika Versutti can be found among the ready-to-wear collection on the ground floor; a space that will also play host to a rare finds bookshop, which has been established in partnership withwith Cecil Court, the rare and antiquarian booksellers.

“I wanted to retain the normal functionality of the home, as if you had walked into someone’s home… the clothes, books and objects and arts have an equal importance. Each having the ability to nourish the soul,” Yousefsada said.

Last night's opening party was a testament to the designer's wide range of connections across the creative industries with VIPs from the worlds of fashion, television and film in attendance (with many wearing OSMAN) including former model, chef and broadcaster Lorraine Pascale, model Sam Rollinson, Poldark star Ellise Chappell and actress Rose McGowan who stopped by during a visit from LA.

Known for his architectural aesthetic and precision tailoring, Yousefsada's OSMAN label is sold in some the world's most renowned multi-brand stores including Matchesfashion.com, Brownsfashion.com, Harvey Nichols, Selfridges, La Rinscente and Barneys.

Celebrity images: Dave Bennet. Townhouse images: Benjamin Whitley


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