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Superyacht owner Myriam Ullens opens first London fashion store

The first permanent London boutique of Maison Ullens, the luxury fashion brand founded by Belgian designer, art collector and philanthropist Baroness Myriam Ullens, will celebrate its launch in Knightsbridge this evening.

Ullens co-owns the 51.7 metre Alloy sailing yacht Red Dragon, which is listed for sale with Edminston, with her husband Baron Guy Ullens. It was while travelling between their home and yacht in Europe and Beijing, where the couple have housed the world’s largest collection of Chinese contemporary art, that she noticed a gap in the market for luxury travel wear.

Founded in 2012, Maison Ullens is now available in over 50 cities worldwide with the debut London store following a successful Knightsbridge pop-up earlier this year. "I am thrilled to be opening in London because the whole world passes by this city,” said Ullens. “It is imperative for a fashion brand to have a flagship in Paris, London and New York. Our new boutique is a test for the brand which I hope will be positive. I am very optimistic. Maison Ullens DNA is rooted in three elements: travel wear, sportswear and city wear... perfect for a London woman."

Soft cashmere knits ideal for travel by land, sea or air feature prominently in the brand’s collections, while more trend led designs in silk, leather, fur and more technical fabrics also make seasonal appearances. Leading by example, Ullens says she never wears anything else while on board the impressive Red Dragon, which was a finalist at the 2008 World Superyacht Awards.

Maison Ullens, 194-196 Walton Street, London SW3 2JL, visit maisonullens.com

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