hush opens AW18 pop-up stores

Fashion and lifestyle brand hush has launched a series of regional pop-up stores in celebration of the online brand's AW18 collection. At the pop-ups based in Edinburgh, Leeds and London, customers will be able to try on many of the styles from the new collection and place orders online on iPads in store (with London customers able to leave with their items on the day). They can also meet key members of the hush team and enjoy a programme of carefully curated shopping experiences, such as style talks, beauty workshops and an evening with top fashion influencers.

There will also be a unique schedule of collaborative events with local businesses. In Edinburgh, Janet McInnes, founder of Leith Yoga, will be teaching an hour-long class for beginners to help ease the stresses and strains of everyday life; there will be a sustainable food evening by the Edinburgh Food Studio; and a morning style Q&A in collaboration with Edinburgh-based female community group EGG. The Leeds and London event schedules will be revealed soon.

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Collaborations have continued with the decor of the pop-up spaces themselves, with furnishings in partnership with Design Vintage and neon artwork installations by artist Eve De Haan, which echo the messages of togetherness and solidarity that come through in hush’s latest collection.

'We’re really excited to be going on the road this season to meet our existing customers and hopefully introduce lots of women across the country to our brand. The concept is all about taking the best of online offline, and we’re especially pleased to be working with local partners wherever we go to help deliver the lifestyle element that has always been such a big part of what we do,' says Mandy Watkins, founder of hush. 'Ultimately, it’s about giving the customer what she wants where she wants it, so it will be interesting to speak to her to understand how best we can do that, but our experience so far with pop-ups, festivals and customer events suggests that high street retail isn’t dead, it just needs to be reimagined.'

London is now open, followed by the official Edinburgh launch on 20 october and Leeds on 25 October.

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