KOIBIRD: THE COOLEST STORE IN LONDON

Marylebone Lane hides London’s most impressive shopping destination Koibird that has us like, “what Dover Street Market?” Get ready to flood your retinas with neon pink, freshly discovered designers and one-of-a-kind accessories that you’ll want to hand over your entire life savings for. The enigmatic space is the masterpiece of a Belma Gaudio and if you’re wondering if she’s an Accessories Editor from a Conde Nast publication or ex-buyer turned entrepreneur, you’re too far off. Her background, as her staff tell me, is a hedge-fund manager who was inspired by her love for fashion and is living out her dream of owning a pop-up boutique. If not in 2018, then when?

This particular curation focuses on everyone’s favourite summer destination – the beach, and has had its lease extended throughout the months, proving that brick and mortar is truly alive, especially when it’s done right. However, with just two weeks left to experience the summer wonderland full of ice cream cone chairs and changing room stalls that look like beach huts, here’s what to expect if you haven’t been yet.

Koibird is a playground for shopaholics, with all the hottest textiles this season: rattan accessories, lace and satin vintage looking dresses, embroidered kaftans and enough twinkly, heart-throbbing jewellery to fill a mini cave of wonders. Most of all it’s got some of Instagram’s most lust-worthy brands and items like half moon 90’s sunnies, Cult Gaia bags, gingham bow shoes from Ancient Greek Sandals and sweet little ribboned straw hats.

 

rails of clothing London's most impressive shopping destination Koibird

semi precious earrings ondon's most impressive shopping destination Koibird

wall of straw hats London's most impressive shopping destination Koibird

swimwear at London's most impressive shopping destination Koibird

summer clothing at London's most impressive shopping destination Koibird

art and interiors of London's most impressive shopping destination Koibird

 

rattan bag with suede details London's most impressive shopping destination Koibird

But fear not, this is not just another real-life social media feed. There’s an eclectic take on reasonably conservative pieces, where high waisted bikinis have statement features like bananas (yes, really) and floaty kaftans are printed with… marijuana leaves. The talent here are the designers that give us that tongue-in-cheek style us millennials gravitate towards, but with an innate wearability.

My favourite are the seaside motifs, particularly with the jewellery that are often one-off editions from exclusive brands, like the turret shell-shaped earrings I spotted and the lobster crystal-studded earrings I swooned over. The only thing that stands between me and buying the whole store are the price tags. Most pieces are £200 upwards, where dresses from relatively unknown designer labels sit at the 000’s mark. Gaudio tells Vogue that her edits are made of pieces are those that “you don’t necessarily need but are dying to have”, which is truly what luxury is. A girl can dream and in a place like this, that’s better than reality.

 

Koibird Koibird

62  Marylebone Lane, W1U 2PB

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