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Published
Apr 29, 2019
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Isabel Spearman to bring Instagram concept to real life with pop-up store

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.


Isabel Spearman on Motcomb Street


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.

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.

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