Isabel Spearman to bring Instagram concept to real life with pop-up store

By

Barbara Santamaria

Published
Apr 29, 2019

In an extension of her @DailyDressEdit Instagram feed, style columnist and brand consultant Isabel Spearman is opening a pop-up store dedicated to dresses and cult brands in London’s Belgravia.

The former fashion PR manager, who worked as stylist to Samantha Cameron in Downing Street between 2010 and 2016, curates a fast-growing Instagram feed filled with cult labels, romantic shapes and popular prints.

The store will open in Motcomb Street next week with a selection of items from Spearman’s favourite independent brands, including Needle & Thread, Innika Choo, Lily & Lionel, Coco Fennell, Chinti & Parker, Kitri, Pink City Prints and  Samantha Cameron’s label Cefinn. In total, there will be 25 brands, with Emilia Wickstead, Borgo de Nor and Me + Em recently joining the line-up.

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The initiative is part of a partnership between Isabel Spearman and landowner Grosvenor Britain & Ireland, while creative duo Campbell-Rey has been tasked with designing the store’s interior and Ceraudo the furniture.

Isabel Spearman said: “I’m excited about giving customers a tangible experience of my Daily Dress Edit Instagram feed. The dresses will be a riot of colour and print in all styles, ensuring there is a something for everyone, whether it’s for a party, summer holiday or just every-day wear. I really feel we are delivering a new concept of the pop-up and creating an amazing experience in a beautifully designed store for any visitor.”

Amelia Staveley, director of development & placemaking at Grosvenor Britain & Ireland, added: “We are thrilled to partner with Isabel to launch this exciting fashion pop-up in Belgravia. We want our destinations to offer innovative, retail experiences for visitors and Motcomb Street is the prime location to host Isabel’s beautiful selection of dresses from premium independent labels.”

The pop-up store will open for two weeks from 9-22 May at 6 -7 Motcomb Street.