Two ‘iconic’ fashion brands announce Soho pop-ups ahead of London Fashion Week

Ahead of London Fashion Week, Shaftesbury Capital has announced new pop-ups with independent conscious fashion brand House of Sunny at 5-7 Foubert’s Place and ‘iconic’ luxury outerwear brand Avirex at 102 Berwick Street, Soho.

Independent brand, House of Sunny is to open its Foubert’s Place store for the next six months, bringing its ‘unique and colourful vision’ to create an interactive space for their customers.

The 1,900 sq ft store is spread over two floors, where it will showcase its new ‘Law of Attraction’ collection, alongside a limited t-shirt range and access to the AW23 collection before it launches online in October.

It will also feature an exclusive ‘House of Sunny Café’ to add a social element to the store’s concept. Avirex will be opening its first West End site on 15 September.

The 1,400 sq ft Berwick Street store will become the brand’s largest retail site featuring the brand’s new sleek, minimalist design concept with a nod to Avirex’s aviation heritage with silver and black metal fixtures and neon tube lights features.

Established in 1975, Avirex has its roots in the US military, most famous for the ‘iconic’ Maverick leather flight jacket. Avirex’s timeless designs, graphic badging and high-quality fabrication has maintained its iconic reputation.

Highly sought after by musicians and celebrities, Avirex jackets have been seen on the likes of Ludacris, Nas, Snoop Dogg, Rihanna, and most recently British rappers Aitch and Stormzy.

These brands join a lineup of new openings to the area which include A Day’s March, Farah, OG Kicks, Ray Ban and Hollister. The destination is already home to a strong list of fashion flagships and boutique stores which include Annie’s Ibiza, Axel Arigato, Adidas, GANNI, END., Dunno. Curated, Oliver Spencer, Size? and Wood Wood.

By Matthew Neville – Senior Correspondent, Bdaily