Samantha Cameron’s Cefinn, Rixo London Land on King’s Road in Chelsea

ON THE ROAD: The King’s Road is getting a new fashion jolt with the opening this week of Cefinn, Samantha Cameron’s brand; Rixo London, and the Belgian label Essentiel Antwerp. Other brands to join the street, a symbol of pop culture, punk and posh society, include The Cotton Story, which sells cotton basics for men and women, and The Fashion School, which teaches students to sew and create long-lasting garments. Kobox, SoulCycle and Peloton have also joined the thoroughfare, once the private road of King Charles II, while the first Costes hotel outside Paris will open nearby, next to Sloane Square station, in 2020. Chelsea Old Town Hall is one of the many buildings undergoing restoration, while a security and recycling network has been introduced, with a pledge to reduce the environmental impact. The private property estate Cadogan has been spearheading the re-branding and revitalization of the street, which over the years had fallen victim to too many mobile phone shops, fast-fashion chains and mediocre places to eat. Along with other major landowners, local businesses and the Royal Borough of Kensington and Chelsea, Cadogan wants to shout about the street’s history and refashion it as a stylish hub. Hugh Seaborn, chief executive officer of

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