Browns is in Dubai!

There are many stores with history, but few can compete with London boutique Browns when it comes to designer discoveries.

Since its beginning 40 years ago, countless designers have been picked up by their bootlaces, displayed in the store's famous South Molton Street window and gone on to world domination. The woman behind this legendary store is the unshakeably stylish Joan Burstein — Mrs B to her legions of fans — and, according to her son Simon, the current CEO, it's all thanks to her exquisite good taste.

"It's clearly the talents and expertise of my parents, and my mother's eye for spotting talent," Burstein told tabloid! ahead of a party in Dubai to celebrate the store's 40th anniversary, which took place last night.

Browns is bringing an exclusive collection — entitled Future Collectables — created by some of the world's top designers to local boutique Ounass to celebrate the anniversary, and some of Mrs B's top talents — from Hussein Chalayan to Burberry to Alexander Wang — have contributed.

"We chose these designers because we felt that there was something special in the designs. Getting the designers to do these exclusives was really tough, but we also told them, ‘If you're not going to do something unique then don't bother.'"

Finding the freshest

Those four decades have been dedicated to finding the freshest, most relevant and most unique pieces from established and up-and-coming designers. Mrs B famously bought John Galliano's university collection, and by displaying it in the store's famous window, created an icon.

"He often refers to that window as the launch for his brand," says Burstein.

That interest on new designers has never waned, he adds. "About a year ago, we picked up a young man called Mark Fast. He was making these dresses in his kitchen, and every time he delivered them, they sold out."

Mark Fast, you'll remember, put his knit dresses on plus-size models two seasons ago, and started another debate about skinny models. "He got it right. What he was saying — I want women to wear my clothes even if they are plump — I really embraced that. That's about talent."

That store is successful because of careful editing, says Burstein, "It has a very distinctive point of view — we always say, ‘Browns buys the best of the best collections.' And there's a strong editing that's been applied across the board: we're an 8,000 sq ft store, but we shop the world."

Here, some of the designers who have contributed to the Future Collectables reveal what Browns means to them.

Roland Mouret 

I was drawn to my work by the history and legacy of fashion, of course there are the big ones like Chanel and Yves Saint Laurent, but Mrs B's legacy is one of the more unique and touching stories. This woman has defined a true sense of style, not forgetting also her personal love and support for designers."

Alexander Wang

Browns has been a critical partner of ours from the beginning and we're so appreciative of their support throughout the years. We love that Browns has such a rich history and heritage, yet remains one of the great leaders. For this project, we chose one of our classic shapes, the Goddess dress, which has a more evening silhouette but paired it with casual sweatshirt fabric — it represents the effortlessness that our brand is built on."

Christopher kane

Mrs Burstein is an inspirational woman, I have the utmost respect for what she has done for the fashion industry. Browns have supported me from the very beginning. I owe them a lot for their constant encouragement to grow my business. So it's a massive thank you and congratulations to Mrs Burstein and everyone at Browns."

Erdem

It's so exciting to be a part of Browns 40th anniversary. I am thrilled and honoured to be a part of their history, and future. Also working with Mrs B is fantastic, as she a fashion icon. She is and always has been a true champion of young British design."

Roksanda ilincic

Being part of Browns is not just about selling in one of the most respected shops in the world, but also feeling part of their family. They really invest in the relationship on a personal level — Mrs Burstein is always the first in the backstage to congratulate me, together with her team."

 Burberry’s

The Burberry trench coat is one of the most democratic, unique pieces of clothing that anybody can wear. The Burberry trench fits in with your own personal look and style, that's why we have this amazing history of everyone from the Queen of England to the Sex Pistols to farmers or artists, it transcends age, gender and occupation."

Nicholas Kirkwood

Mrs B has always been an innovator in fashion retail, and after 40 years the Future Collectables project is further testament to this. I'm really pleased to be involved."

David Koma

I'm absolutely thrilled to be one of the designers chosen for Browns Future Collectables project. Browns Focus was the first store to stock my collection and it's been an amazing experience working with such a great team. Browns and Mrs Burstein are so supportive of young designers."

Hussein Chalayan

It was Browns' interest in my first collection that gave me the impetus to start my own business — without them I may have been in a very different position today. I am proud to be part of the Future Collectables project and thrilled to support Mrs B and the Browns team, they have been at the forefront of fashion and willing to take risks by supporting new designers alongside established names.Long live Browns!"

Norma Kamali

Joan Burstein was someone I met in the '60s in London. When I started selling at Browns, it was great because the integrity of the store was always held high and when you work hard as a designer you love knowing your brand is being respected. Swimwear is very much a part of what I am known for as a designer. The one-shoulder studded suit is a timeless style that shows a very classic style done is a special way. I love being a part of a timeless classic store!"

 Ashish

In 2001 Browns Focus became the first stockist of my work — I have fond memories of dragging a battered old suitcase containing my first collection down South Molton Street to show to Yeda Yun, who was the buyer for Browns Focus at the time. She bought it on the spot, and I have been proud to be associated with them ever since. In 2006, I had the privilege of dressing Mrs B for her daughter Caroline's wedding in London, and also of dressing the bride herself. I am delighted to be part of the 40th anniversary celebrations of one of the world's most iconic fashion stores. I look forward to many more successful seasons working with Browns in the years to come."

Don't miss it

Check out the Future Collectables, a limited edition collection with pieces by Roland Mouret, Christian Louboutin and Alexander Wang among others, at Ounass, Emirates Towers Boulevard, from today.