Polish fashion giant Reserved, debuted their first UK store in conjunction with their brand ambassador, Kate Moss, who took a Reserved branded taxi to and from the event.

In fact, a Reserved fleet of branded taxis was used from 9am – 9pm on event day, undertaking a wide range of brand awareness and promotional activities throughout the celebration; for example, VIP guests were treated to a Reserved taxi chauffeur service to and from the star-studded store opening event on London’s Oxford Street.

The taxi VIPs included supermodels, music icons, bloggers and TV personalities, with Mollie King, Tanya Burr, Reece King, Laura Whitmore, DJ Blonde Ambition and of course Kate Moss all on the guest-list and enjoying a taxi ride.

Drumming up public interest, five of the taxis showcased outside the Flagship Store main entrance, alongside show-stopping dancers, who turned heads and added to the celebratory atmosphere.

As the crowds gathered, eager fans and press were anticipating the arrival legendary Supermodel, Kate Moss. At 12pm, a Reserved taxi pulled up in front of the crowds so that Kate could make a fashionably grand entrance, dressed head to toe in clothing by Reserved.