Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Finery London opens installation ahead of February launch

Finery London, the new online womenswear brand co-founded by former Asos.com fashion director and Topshop buying director Caren Downie, has unveiled an installation at 26 Greek Street in London’s Soho, ahead of the label’s February launch.

The brand is previewing the collection with an interactive installation designed to bring to life the Finery London studio, which is based in Soho.

Its resort collection is presented on a moving conveyor belt within the space and customers can swipe a screen from outside the store to gain an access code to browse and shop on the brand’s website.

Brand director Downie said: “What differentiates Finery London is the team’s genuine love for clothes, which is translated into an assured edit that is priced for real life, but doesn’t compromise on design integrity. Our focus is completely on the product; we want to create pieces to treasure, that will give girls who love fashion something to smile about, and bring the excitement back to shopping at this price point.

“We want people to see our product in an interesting way before our February launch and the installation also gives exclusive site access to those who visit,’’ she added.

Prices for the collection range from a simple camisole dress at £35 to a leather dress at £165, tops between £15 and £55, and trousers between £45 and £60.

Downie founded the brand with former Topshop design director Emma Farrow, who is head of design.

The pop-up will run until January 26.

Readers' comments (1)

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.