Italian womenswear brand forte_forte has added a third location to its list of boutiques with the opening of a striking store in London.

Located at 108 Draycott Avenue in Chelsea, the new space joins the brand’s existing boutiques in Milan and Paris, and becomes part of the vibrant scene of independent boutiques in this exclusive London neighbourhood.

Designed by brand co-founder Giada Forte and art director Robert Vattilana, the architectural space plays with texture and sophisticated colours to create an atmospheric experience.

The interior walls are clad in red brick, while brass elements provide warmth and a softer visual impression. The deep and narrow layout leads the eye to an open courtyard flooded with light, where a Japanese maple tree marks the alternation of the seasons as its leaves change colour.

Blending art and fashion is part of Forte Forte’s vision, with the brand designed by Italian sibling duo Giada and Paolo Forte being born out of their shared ambition to create something purely personal.

The label started in 2002 in Veneto, and has grown to build a cult following in Europe, Japan and the US.


Words : Copyright © 2019