Harrods continues its mega-millions upgrade programme and has just unveiled new Designer Collections Rooms 1 and 2 on the first floor, “dedicated to timeless luxury fashion”.

The timeless category is an increasingly important one to the luxury sector, especially as the key younger shopper is switching on to it in a big way. The retailer said it saw Gen Z shoppers looking for timeless luxury growing by 35% in 2023 and the category’s average customer age has dropped by five years since 2019, which makes the latest move a strong commercial one.

The new womenswear spaces were designed by David Collins Studio and feature over 16 labels that are presenting a curated selection of exclusives alongside eight UK-exclusive brands.

Harrods said they “showcase exceptional craftsmanship, featuring the finest, most exquisite, and carefully sourced fibres, setting a new standard for sophistication and quality”.

A third womenswear room is due to open in March 2025.

So which brands can we find in the new rooms. Room 1 includes “a trio of prestigious labels”. That means Brunello Cucinelli, the newly-launched Ralph Lauren Collection, and Yves Salomon. Room 2 is a “vibrant hub showcasing” the UK-exclusive brands such as Agnona, Colombo, and Nomadissem.

Simon Longland, director of buying – Fashion at Harrods, said: “The launch of phase 1 of Designer Collections marks another significant step in our women’s masterplan, these rooms are a truly unique destination for timeless elegance. With a unique curation of brands and collections to create an experience unlike that found anywhere else, the brands here celebrate expert craftsmanship and exceptional fabrics.”