The Kate Moss approved brand that's about to become your new BFF

If you like H&M and Zara, you're going to love Reserved...

Words by Lexxi Davis

You don't need a crystal ball to predict that new fashion label Reserved, is going to go down well with British shoppers...

Already a huge label across Europe, the Polish brand is finally taking on the British high-street and in the old BHS flagship, no less. And the cherry on the fashion cake? Kate Moss has been revealed as the face of the AW17 campaign. And looks fantastic.

The campaign was shot by lauded fashion photographer Daniel Jackson and judging by the cluster of teaser images that have been posted on Reserved's Instagram page, we have a suspicion that the shiny trench (pictured above) will sell out in minutes.

Kate's style is reflected in her top picks from the store - a mix of rebellious, sexy and comfortable pieces, like a classic black leather jacket and a faux-fur coat thrown over lace underwear.

Georgia May Jagger has been called on board in the past to front the brand, so we know the Polish retailer will be keeping us on our toes with every face they reveal .

Along with The Kate Moss Trench (as we're now calling it), you just need to take one look at their Instagram to get a feel for the brand aesthetic: trend-conscious, minimal, with a focus on sustainability, what's not to like?

Calling itself 'practical, stylish and affordable', prices range from about £5 for a t-shirt, to around £60 for a coat.

Already popular with influencers throughout Europe, the something-for-everyone clothes, shoes and accessories will be available to buy from the flagship store at 252 Oxford Street. Just take a look at the home page - all the charm of Zara, but without everyone knowing where it's from (well, for at least a couple of months...).

And the best news? The UK site will be going live when the store opens on Oxford Street, so if you can't get to London easily for a shopping spree - you can order all to your home instead.

So while we have to wait 'till September to buy, it does mean we've got some time to save for a spree. Every cloud all all that...