Yamamay debuts flagship store in London’s Chelsea
The digital element allows visitors to purchase one or more items from the new collection on the brand’s website, and a ‘pay & collect’ service is available for customers who prefer to do their online shopping at home and collect their orders in-store to avoid delivery costs.
The Yamamay store opened on Friday with a canape-style Italian brunch attended by influencers and special guests including Italian journalist and editor-at-large of Vogue Japan Anna Dello Russo, and British actress and model Amy Jackson.
The Italian brand has a history working with style influencers, and has previously collaborated with Chiara Ferragni, one the of the world’s highest-paid Instagram superstars, on a series of designs. Founded in 2001, the brand is on a mission to become a leading company in the underwear and beachwear markets.