Edition Pop-up Shop Opens in London

It seems like so long ago that we first started talking about our exciting new designer concept ‘Edition’, but finally the launch is almost upon us. You’ll be able to shop the brand new diffusion ranges from Jonathan Saunders, Preen and Jonathan Kelsey at Debenhams from Monday 14 February, but if you’re near to London and fancy a sneak peek then head to the Edition pop-up shop which opens this Thursday.

The pop-up store will be open for a limited time at 8 Newburgh St, London, W1F 7RJ. Just off of London’s Carnaby Street and open during London Fashion Week, the Edition store is the perfect spot for shoppers to get their hands on pieces by some of fashion week’s hottest names – but at high street prices. The pop-up interior will have a boutique feel in black and white with painted vintage furniture. One wall has been reserved for visitors to leave their mark – shoppers can be photographed with their purchases and have them added to the wall with a message or recommendation to others. Here’s a glimpse of what to expect… Jonathan Saunders / EDITION

Jonathan Kelsey / EDITION

Preen / EDITION Head of design Karen Peacock tells us more about how the new project started… “I met Jonathan about a year before we actually signed him up. When we came back to him with our concept he was really keen and contracts were drawn up. Discussion with Preen took place and they followed suit and lastly Roksanda came on board. It’s a pleasure to work with such talented designers and be involved in bringing their designs to life. They’ve been incredibly committed to deliver the ranges you will see in store and on debenhams.com shortly. We worked with them to source the best fabrics, the best quality manufacturers for their designs. Once first samples were made the designers saw everything on a model to ensure the look and fit were correct and the price points are amazing. It will truly give the high street shopper an opportunity to buy into some of the leading names in British design at prices they can afford.”

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