Art, fashion and retail had a very cosy relationship last week. In particular, I discovered an ambitious London pop-up concept – with a difference. As the cashed-up art-fashion crowd descended on the city for Frieze Week, positive impact brand, Maiyet launched its monthly pop-up, Maiyet Collective in Conduit street.
It’s quite the insidery affair, hidden on the first floor of a new private members’ club with little chance of passing trade, plus it’s only open three days a month. But what a fabulous surprise when you venture inside.
The huge Maiyet Collective store hosts an array of fashion, jewellery, lifestyle and beauty brands, all with a considerate approach to consumption at their heart. There’s the delicious, plant-loving Sana Jardin fragrances (I love Sandalwood Temple), refillable lipsticks from La Bouche Rouge, handmade espadrilles by Juta and denim from M.i.h Jeans.
To counter the autumn chills there’s knitwear from social enterprise Birdsong, the brilliant Bethany Williams (whose knits are made from upcycled book waste – I kid you not) and cashmere by Mandkhai. Plus work separates from the fashion co-operative Bite and distinctive fine jewellery by Pippa Small. Throw in a lush cafe and it’s all very gifty, seductive and experiential, helped by the beautiful visual merchandising courtesy of The New Craftsmen.
If anyone else has ever put together such a perfect selection of eco-luxe product in an offline setting, I haven’t seen it. The 3-day-a-month recurring pop-up concept, I’m still getting my head around but I guess it’s part of that FOMO #hypecommerce strategy that’s all the rage at the moment.
The pop-up space is part of The Conduit invitation-only members’ club, a club that’s also very serious about ethical and eco culture. It certainly helps that its patrons (of the NGO leaders and philanthropists persuasion) can easily access the store while visiting. In fact, it’s the perfect opportunity to support the indie businesses in the pop-up having sealed a world-saving deal or two. I guess that’s what you might call a win-win strategy. Non club members can visit too, they just need to sign up via email.
The Maiyet Collective is at The Conduit, 40 Conduit Street, W1. Forthcoming pop-up dates: November 1st, 2nd and 3rd; November 29th, 30th and December 1st 2018.
WORDS AND IMAGES: Disneyrollergirl/Navaz Batliwalla
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