Yamamay debuts flagship store in London’s Chelsea

Located at 33 King’s Road in Chelsea, the boutique fuses digital elements and a wide range of items to create an immersive and engaging shopping experience. Maxi-screens, digital signage and ipads are featured throughout the store to introduce customers to the Yamamay brand.

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.