A premium womenswear indie that aims to bring a sense of exclusivity back to London’s Kensington is set to open on May 25.
Mooi, which means beautiful in Dutch, will be located on Abingdon Road, just off Kensington High Street, and will stock some brands that cannot be found elsewhere in the UK such as statement dresses from designer Tsumori Chisato and wraps and shawls from Giuliana Testino, sister of photographer Mario Testino.
The store has been set up by Deep Sahni, who previously part-owned a costume jewellery business.
Sahni said: “The Mooi concept was born from a lifelong obsession with fashion and, as a Kensington resident, I wanted to look at reclaiming its individualism and diversity and put some glamour back into the equation.”
Mooi is occupies two floors and has a large glass wall at the rear that looks out onto a courtyard garden, which shoppers can access. The space originally had brickwork walls and a concrete floor. Sahni has retained some industrial elements to give the space the feel of an art gallery.
Sahni said: “The area was the home of iconic Biba. I hope Mooi will reclaim some of that fashion heritage and offer a new retail experience.”
Other labels stocked include Cacharel, Clements Ribeiro, Jonathan Saunders and Philippa Holland.