Eponine London, the fashion brand beloved by the Princess of Wales, has announced it will shut down permanently. The label confirmed in a statement that “the time has come” for the store to close, citing a fall in demand.
Founded in 2011 by designer Jet Shenkman, the brand gained prominence after the Princess of Wales wore a gingham shirt suit by Eponine in 2016. She later sported several other pieces from the collection during public engagements.
Ms Shenkman started the business from her basement in her Kensington home. She told The Telegraph: “To dress someone like the Princess of Wales is one of the most wonderful gifts I have received. It is going to be the best story to tell my granddaughters when they grow up.”
The designer previously described the impact of royal support, saying: “It literally changed our business overnight. We never, ever take it for granted – it really is just the biggest compliment for us and we feel so grateful.”
Despite the closure, Ms Shenkman expressed gratitude for the journey, adding: “It has been the most wonderful journey, full of highs that I could never have dreamed of, but the time has come for us to close our doors in pursuit of pastures new.”
