Italian brand Slowear is launching its womenswear for the first time in London with the collection arriving this week in the heart of Chelsea at the label’s King’s Road store.

Slowear’s addition of womenswear follows other openings in Milan, New York, and Paris.

The Chelsea store has expanded its overall offering by introducing a new area entirely dedicated to the Slowear Woman collection.

The King’s Road is seeing plenty of activity at present with a raft of openings and extensions this year for both women’s and menswear. And it’s a strong location for Slowear to unveil its womenswear given its proximity to higher-end Sloane Street and Knightsbridge as well as the road’s own buoyant mix of affluent local shoppers and tourists.

The King’s Road store is one of three Slowear locations in London, operating alongside South Molton and Marylebone High Street. 

The company said the recent redesign of the space, “conceived to host a selection of the Woman collection, marks a further step in strengthening and expanding Slowear’s presence in the city, reinforcing the brand’s connection with one of the most significant international markets for contemporary style and craftsmanship”.

Current AW25 pieces in-store include knitwear “with particular attention to sustainability and responsible production”; tailored outerwear – such as the Primo Loden, “which reinterprets a true icon of the masculine wardrobe through a contemporary and feminine lens”;  and a wide selection of trouser fits.