Browns has added women's ski and après-ski label Amerl to its Brook Street flagship in Mayfair and to brownsfashion.com, making the brand available in Europe for the first time, TheIndustry.fashion reports.
The showcase
Founder and Creative Director Chloe Simpson will present the collection on 5 November in the store's private VIC (Very Important Client) Styling Suites. The showcase runs for one day, with dedicated appointments for fashion press, industry influencers, Browns' top-tier VIC clients and its personal stylists, who can view and try on the debut collection.
Amerl debuted its collection in late 2024. It combines tailored, female-first silhouettes with technical details designed to move between the slopes and the chalet.
"My goal has always been to bring together the worlds of fashion and skiwear, without compromising on either," Simpson said.
What is on offer
The brand's current selection includes:
- Ski suits
- Jackets
- Knitwear
- Headbands
- Boots
The Gia ski suit retails at €1,940 (£1,617.15).
Simpson said the appointment format was central to the launch: "The VIC suites offer a lovely, intimate space to share the collection and talk through the tailoring, technical details and thought that goes into each piece."
Personal shopping at Brook Street
The showcase draws on Browns' existing personal-shopping operation. The flagship's third floor has three styling rooms, named Jimi, Joan and Nancy. Customers can book in-store or virtual appointments, and out-of-hours private access to the boutique, or sessions at a home, hotel suite or workplace, where a minimum spend may apply.
Rachel Costa, Managing Director of Browns, said: “We have always been defined by our innovative approach to discovering and introducing brands that make a true difference.” She added that the store was pleased to offer its customers "the very first look at this collection."
A familiar format
Browns has launched a designer collection this way before. In July 2023 it sold Maccapani exclusively online and at Brook Street for three weeks and hosted a one-day founder appearance on 26 July. In October 2025 it added Parlour, a brow, lash and facial treatment space on the building's top floor, run in collaboration with Suman London.
Browns opened on South Molton Street in 1970, launched e-commerce in 2007 and moved its flagship to 39 Brook Street, a Grade II listed building, in 2021.
Photo: No Swan So Fine, CC BY-SA 4.0, via Wikimedia Commons.
