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PRESS RELEASE
FOR IMMEDIATE RELEASE
Beverly Hills, California — Saturday, May 24, 2026
SWAINE — LONDON’S OLDEST LUXURY HOUSE — OPENS ITS FIRST BEVERLY HILLS BOUTIQUE
Three-Time Emmy Award–Winning Designer Birgit C. Muller and Argentine Actress Agustina Palma Among Guests at Historic U.S. Debut of the 276-Year-Old British Heritage Brand
BEVERLY HILLS, CA — Monday, May 19, 2026 —
Swaine, the storied British luxury house founded in London in 1750, celebrated the grand opening of its first-ever Beverly Hills boutique on Monday, May 19, marking a landmark moment in the expansion of one of the world’s oldest and most distinguished heritage brands to American soil.
The opening was attended by an intimate circle of international tastemakers, style luminaries, and cultural ambassadors. Among those present was Birgit C. Muller — the three-time Daytime Emmy Award–winning costume designer, couturier, and cultural ambassador — alongside rising Argentine actress Agustina Palma, known internationally for her leading role in Disney Channel Latin America’s acclaimed series Bia.
Founded over two and a half centuries ago and celebrated historically as the outfitter of choice for the British aristocracy and the royal household, Swaine has built an enduring reputation on the uncompromising quality of its leather goods, bespoke accessories, and craftsmanship. The brand’s arrival in Beverly Hills represents a declaration that the finest traditions of British luxury belong at the heart of the world’s most discerning luxury corridor.
Statement
“Swaine represents exactly the kind of enduring excellence that I have dedicated my career to championing. A house founded in 1750 does not arrive in Beverly Hills without carrying with it the full weight of history — and the full promise of the future. To be present at this moment was both a privilege and a joy.”
— Birgit C. Muller, Costume Designer · Three-Time Daytime Emmy Award Winner
About Swaine
Established in London in 1750, Swaine is one of Britain’s oldest luxury houses and a defining name in the heritage accessories market. With a legacy spanning nearly three centuries, the brand is revered for its handcrafted leather goods — from its signature bridle leather bags and riding accessories to its finely constructed travel and lifestyle collections. Swaine has served the British royal family and aristocracy and is celebrated internationally for its uncompromising standard of craft.
The Beverly Hills boutique marks Swaine’s first permanent retail presence in the United States, bringing its full heritage offering to one of the world’s premier luxury destinations.
About Birgit C. Muller
Birgit C. Muller is an Austrian-born, Beverly Hills–based costume designer, couturier, philanthropist, and cultural ambassador. A three-time Daytime Emmy Award winner for Outstanding Achievement in Costume Design for CBS’s The Bold and the Beautiful (2004, 2005, 2006), she has also worked with leading international luxury brands including Chopard, Harry Winston, Max Mara, Armani, and Carlo Pignatelli.
Muller is the founder of Brand Ambassador, a boutique PR agency specializing in fashion, beauty, home, and lifestyle. She is a dedicated philanthropist whose work includes fundraising for cancer research and stem cell technology advances, and she produced the 2023 Gold Telly Award–winning documentary CG Tribute. She is also executive producer of the reality competition Miss Liberty America and producer of Pripyat, a feature film in development about the 1986 Chernobyl disaster.
About Agustina Palma
Camila Agustina Palma Espejo is an Argentine actress born in San Miguel de Tucumán, Argentina. Best known internationally for her role as Celeste in Disney Channel Latin America’s Bia (2019–2021), she has also appeared in Disney XD’s Once, Secreto bien guardado (Netflix), and the Spanish theatrical production Cariñito. Currently based in Madrid, she is among the most prominent young Latin American actresses working across television, streaming, and theater in Spain and Latin America. On social media: @palmaagustina.
Event Details
| Event | Swaine Beverly Hills Grand Opening |
| Date | Monday, May 19, 2026 |
| Location | Beverly Hills, California, USA |
| Brand | Swaine · Est. 1750, London, United Kingdom |
| Media | SMS Magazine — smsamagazine.com | smsanews.com |
Media & Press Contact
SMS Magazine — International Press Office
Website: smsamagazine.com | smsanews.com
Brand Represented: Birgit C. Muller
Content partner: Agustina Palma · @palmaagustina (Instagram)
Distribution
This press release is distributed for immediate publication to international media outlets in North America, Europe, Latin America, and Asia-Pacific, with priority distribution to fashion, luxury, culture, and entertainment desks. Spanish-language version available on request. High-resolution photography available for accredited media.
Keywords: Swaine · Beverly Hills · Birgit C. Muller · Agustina Palma · British Luxury · Fashion · Los Angeles · Haute Couture · Heritage Brand · Grand Opening
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