Pop star Robbie Williams has made his first move on to the high street, as his fashion label Farrell unveiled its debut West End shop.
"I'm really excited to be able to present the Farrell experience under one roof and have the opportunity to show exactly what we do and what we stand for. We're here for a good time, not a long time," said Williams.
The pop-up Covent Garden store, on Earlham Street, is Farrell's first retail venture and will house its military-inspired Autumn/Winter collection for six months.
The label, inspired by Williams' grandfather, Jack Farrell, first launched in autumn 2011 and is helmed by creative director Ben Dickens, former design director at Burberry.
It's new London store reflects Farrell's distinctly British stylings, with the new range featuring timeless staples like bomber jackets, trench coats and chunky knitwear.
In the past two years, Williams has gained some serious fashion credentials, with Farrell stockists including Selfridges and House of Fraser, as well as Coin in Milan, Brown Thomas in Dublin and David Jones in Sydney.
Following the launch of their London store, a further Farrell pop-up will appear at the forthcoming Goodwood Revival weekend. No word yet on whether Robbie himself will be making an appearance...