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.