Yasmin Sewell, former chief creative consultant with London’s Liberty department store, has teamed up with style sales agency Paper Mache Tiger to create Beach in the East, a pop-up summer shopping destination in a disused swimming pool in Shoreditch. Walk down a quiet street just off Old Street and you are greeted by a sign saying ‘Pool Area: No Smoking, No Running, No Petting’, down some stairs and you reach a quiet hub of fashion activity. Each item has been handpicked by Sewell and some pieces have been designed especially for the event. There’s Sophie Webster sandals, Cecile t-shirts, Thomas Tait print tops and some colourful Sheriff and Cherry sunglasses, to name a few. The vibe is laid-back, California meets Shoreditch, with windsurfing sails overhead and lots of graffiti in the changing rooms. It was nice to see some affordable new labels such as Ancient Greek Sandals that I hadn’t heard of before, a welcome break from the usual names. If this is anything to go by, I’m sure it won’t be long before Sewell has a permanent shop under her own name. I can’t wait.
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