UK's first Banana Republic opens today

Banana Republic opens first London store today!

Europe's first Banana Republic flagship store will open today, on London's Regent Street at 10am.

A high street staple in America, the Gap-owned brand, has long been a style secret for Brits visiting America, who have returned raving of the brand's slick style and quality basics.

The London flagship will carry the entire women's, men's and accessories lines, in a spacious three-floor layout in the former Dickens and Jones department store site. A launch party last night saw a host of stars including Emilia Fox, Joseph Fiennes and Mariella Frostrup arrive at the new store for a preview of the range.

The store is another addition to the style rejuvenation of Regent Street, famous for Hamleys and large department stores, which now features a roll call of COS, Armani Exchange, Reiss, Aquascutum, Zara and Hoss Intropia.

Speaking to WWD Anita Borzyszkowska, vice president of public relations at Gap Inc. stressed that the launch was a tentative step for the brand, and would not lead to a quick expansion across the British high street. She explained, 'The clothes are a little more of an investment, but are still accessible. We offer a great service proposition, too. It's 'high street premium'.'

In other Banana Republic news, the brand announced this week that it would create an eco-friendly line of clothing, to coincide with Earth Day on 22 April. The fifty-piece collection will be made from sustainable fabrics such as bamboo and organic cotton. It is yet to be announced whether the range will also debut in the new UK store.