Unconventional British fashion brand Ted Baker has opened its first store in Vietnam.

Ted Baker Vietnam joins other luxury brands at the revamped Saigon Center in Ho Chi Minh City, with its re-opening celebrated at an event featuring Vietnamese entertainers. Guests included representatives from the UK Consulate General.

Brought to Vietnam by retail management company Maison, Ted Baker was described at the event by British Business Group Vietnam (BBGV) director Peter Rimmer as “the most outstanding luxury fashion brand in the UK” and an inspiration for people seeking an individual style.

Ted Baker introduced its latest collection with a mini-catwalk show at the event. Many of the guests were also wearing the label.

Established in 1988 with a focus on menswear, the London brand has also produced collections for women seeking to blend traditional and contemporary styles.

Maison, launched in 2012, has brought more than 17 international brands to Vietnam including Coach, Dorothy Perkins, Karen Miller, Mango and Topshop.