Range Rover Dropped its First Fashion Collection at Range Rover House Whistler
Conceptualized in the heart of London’s Design District, where modernist architecture cuts against the steely British sky, Range Rover just revealed its first fashion collection at Range Rover House Whistler. Yes, that’s right, Range Rover is (also) in the clothing business now. For a company that has spent the last 55 years making only SUVs, the British marque clearly has an eye for fashion. In fact, the transition from sheet metal to fabric seems to have gone rather well.
The eight-piece London Collection, unveiled in a campaign fronted by British cultural powerhouse, supermodel and actress Adwoa Aboah, is an exercise in understated opulence.
If you were expecting the usual car-dealership branded merch, well, this couldn’t be further from that.
At the collection’s core lies an obsessive attention to detail that anyone who has driven one of Range Rover’s vehicles will find immediately familiar. Take, for instance, the Knightsbridge Promenade jacket — a masterclass in Italian craftsmanship featuring placement-quilted panels and bespoke zip pulls. These seemingly simple fasteners reveal themselves to be clever nods to Range Rover’s heritage, mimicking the rotary dials that once graced the marque’s cabins before the digital revolution brought us touchscreens.
The colour palette is refreshingly bold. Then again, perhaps that’s not surprising given the vast array of colour and trim options available on Range Rover’s vehicular products. The reversible jackets comes in an unexpected colour combinations: brown paired with quilted pink. It’s the kind of considered risk-taking that separates the truly stylish from the merely well-dressed.
Perhaps most compelling, however, are the collection’s accessories. The two silk scarves are produced in limited quantities. The About Town pattern is made in Lake Como, while the Chelsea Blossom scarf comes from one of the UK’s last surviving mills in Macclesfield. The latter features a distinctive abstract print that references Range Rover’s unmistakable bodyside motif. (You know the one; it’s that imposing vertical graphic positioned just ahead of the front doors.)
As you’d expect, Range Rover’s team had the good sense — and good taste — not to emblazon these pieces with logos. Unlike the branded keychains and polo shirts you’ll find in a typical car dealership, Range Rover’s London Collection is logo-free. As with the scarf or the zipper, there are nods to the brand’s design DNA, but they don’t hit you over the head.
“We’re creating modern luxury pieces that embody bold, progressive design,” explains Kimberley Panton, the apparel designer behind the collection. Her inspiration draws heavily from British mid-century design, creating what she calls an “eclectic London living” aesthetic.
The crown jewel might be the Range Rover aluminum sculpture, offered in exclusive Sunset Gold or Tourmaline Brown. Carved from a single piece of aluminum, it’s the kind of object that would look equally at home in a Mayfair penthouse or on my desk (if you’re listening Range Rover, you know where to send it).
What’s perhaps most intriguing about this collection is what it represents: a luxury automotive brand understanding that true luxury in 2025 transcends the garage. Standing out requires making more than just exceptional vehicles these days. It’s about creating a complete lifestyle universe for the customers.
Gerry McGovern, the company’s chief creative officer, explains, “The first Range Rover collection showcases our brand expression and ethos in a new creative medium. […] We are extending the desirability of the Range Rover brand beyond our current portfolio of products as we know our discerning customers are looking for more connections to the luxury brands that truly inspire them and embody their lifestyles.”
Indeed, this almost feels like a natural evolution of the company’s recent expansion into the world of VIP travel and experiential events. (On the off chance you’re unfamiliar with that endeavour, you really should check out the globe-trotting phenomenon that is Range Rover House.)
The collection will be available at select Range Rover Houses worldwide (starting with Whistler, which is happening now through February 25th), though if the brand’s history of limited editions is any indication, securing pieces might require the same swift decisiveness needed to claim one of their special edition vehicles.
