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Designer treat for women as My Sugarland opens

A new designer womenswear indie called My Sugarland has opened in north London, stocking a mix of vintage, designer and graduate collections and offering exhibition space for artists.
The 2,500sq ft store opened on St John Street in Islington, London, last week and is the brainchild of former celebrity stylist Zoe Lem, who has merchandised collections by style and body type.

“The store is split into different areas, including monochrome, heritage, 1950s and eveningwear, so customers can work out how to dress – it’s not just about labels,” said Lem. “That way, we have graduate collections sitting with vintage clothing and designer ranges.”

The offer includes designer labels such as Armand Basi, PPQ and John Rocha, as well as more exclusive labels including SteveJ & YoniP and pieces from Glasgow School of Art graduates.

My Sugarland also provides costume hire and plans to hold in-store events for customers and networking opportunities for businesses. The store will be available for hire, with plans to hold art exhibitions also in the pipeline.

Lem also plans to introduce a small selection of menswear in the next few weeks, and hopes to broaden the men’s collection next season. She is optimistic about the venture, despite the difficult economic climate. “The high end of the market is not as affected [by the current climate] and customers are buying into investment pieces,” she said. “We will adapt the business to the changing climates.”

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