Fashion Updates

The coolest boutique in the world? How Browns’ Holli Rogers wants to make designer shopping fun again

Holli Rogers, CEO of Browns
Holli Rogers, CEO of Browns CREDIT: BEN GOLD

Browns, the fashion boutique founded by Joan Burstein and husband Sidney in 1970, has a stellar history of catering to the whims of London’s most stylish, introducing the likes of John Galliano and Alexander McQueen to the capital’s shoppers.

Now Browns is entering a new era. Its new CEO, Holli Rogers, has been working her magic for just over a year now, developing a tightly edited stock that boasts over 70 new labels, beginning to redesign Browns’ famously warren-like shops, and creating some shiny new packaging, too, designed in collaboration with former Vogue creative director Robin Derrick.

It’s all part of her strategy to bring the 47 year-old brand stable to the forefront for the next generation of designer fashion addicts – making shopping a fun experience that you might want to share with your friends on Instagram, but without compromising on the traditional boutique-style service that has made Browns a revered name.