Harrods curates a calmer luxury floor with The Row and Chloé

Harrods has made its womenswear floor feel less like a department store and more like a private salon. The first of three revamped International Designer Rooms opened June 9 in Knightsbridge, pulling The Row, Chloé and Tom Ford into a calmer, tighter edit that also includes Gabriela Hearst, Khaite, Victoria Beckham, Rick Owens, Jil Sander, Acne Studios, Lemaire, Stella McCartney and Jacquemus.

The point is not just prettier shelving. Harrods worked with David Collins Studio to create a warm, beautifully lit environment, the kind of space that lets a client move from The Row’s severe minimalism to Chloé’s softer romanticism without feeling shoved through a maze of merchandise. Harrods describes the concept as a “single, continuous global fashion destination,” and that phrasing fits what is happening on the floor: tighter adjacencies, cleaner sightlines and a more intuitive path through the room. It is luxury retail stripped of its old frenzy and edited into something closer to a members-only dressing suite.

Simon Longland, Harrods’ director of buying, fashion, said the rooms were built to be a “definitive destination” and to hold pieces that feel modern, timely and collectible for years to come. That is the right read for a market where wealthy shoppers want less noise and more certainty. The new layout favors ease over spectacle, but it still keeps the chase alive through launch exclusives from Tom Ford, Alaïa, Victoria Beckham, Stella McCartney, Vivienne Westwood, Zimmermann, Rabanne, Brandon Maxwell, Eddie Borgo and Camilla and Marc. Dedicated spaces for Bottega Veneta and Alaïa arrived in mid-June, while Tom Ford womenswear made its Harrods debut.

This rollout is one part of a bigger reset that began in 2023 and sits inside a wider multimillion-pound refurbishment program. Harrods had already opened Designer Collections Rooms 1 and 2 in November 2024, with more than 16 brands and eight UK exclusives, then added Designer Collections Room 3, or DC3, in May 2025 with an occasionwear focus and names including Adam Lippes, Carolina Herrera Daywear, Valenti and Liberowe, plus an exclusive Edeline Lee capsule. Harrods also said Schiaparelli doubled its shop-in-shop as part of the same first-floor overhaul.

Taken together, the sequence makes the message obvious. Harrods is not chasing more brands for the sake of volume. It is curating a floor that reads like old money dressing in retail form: polished, selective and just private enough to feel rare.