On August 1st I went to two shops that I had previously researched and liked as they had all the retail elements I’m looking for (one I had also emailed a few weeks ago but did not hear back). I also contacted an emerging designer who I’m going to talk to and potentially collaborate with.
Luna & Curious: a small boutique in East London founded by three creatives, selling only small, independent brands (fashion and home wear) in a colourful, well-curated and cosy space. I particularly like that they introduce new emerging designers regularly. The owners weren’t there but I talked to the shop assistants who took my contact details and said they’d tell their employers to reply to my previous email.
Couture Collective – Independent Creatives: a small shop in West London. Founded and curated by emerging designers, who also make their garments in a space located within the shop itself. The lovely lady who was working there when I went is one of the designers and showed enthusiasm about my project. She told me about the Zero-Emissions Arts Market, London’s first zero-emissions market, launched earlier this year by the Hammersmith council to help emerging designers in an eco-friendly way/space. The designer said it was a cool event, and the council even sent people in electric cars to pick up the garments that she was going to be selling at her stall (as she doesn’t drive). However, she also pointed out that sadly not many people were there – which made me think maybe not many people knew about it? She also told me that, after a good period for sales post-pandemic, sales have slowed down now both in store and online. As I was leaving she gave me her business card as well as another designer’s, and said to get in touch, which I will definitely do.
By KK: I also contacted an emerging designer, Kate, who I met personally and purchased from. I admire her work ethic and the fact that she personally delivers the garments when a customer asks for a free fitting (like I did) and just seems genuinely passionate about fashion – slow fashion that is also affordable. She said she’s happy to talk to me, so we’re scheduling a phone call to talk about her business and what she thinks she needs at the moment to grow and thrive.
I’m thinking that that’s what I should be focusing on in the next phase of my research: how can I champion and connect all these creatives, with each other and potential customers? It’s becoming clear to me that there are many opportunities out there and events that some small brands don’t even know about – they should focus on creating and coming up with new design ideas, whilst someone else thinks about the more social and event-planning side of running a small business. And this is where even activation comes into play, and could be a way for them to reimagine their own brands or simply find new ways to reach out to the outside world, that is often perceived as an overwhelmingly rich tapestry to unthread.
Could I be the un-threader?