In Pictures: Soeur brings its French flair to Shoreditch in first UK store
French fashion label Soeur has brought accessible luxury to the streets of London in its first-ever UK brick-and-mortar store in the heart of Shoreditch.
Situated on Redchurch Street, the new store soft launched last week, the first official week of trading. The new space is over 100 sqm, set across three floors, and designed by architect Gilles Viard.
It is "elegantly understated", crafted in a palette of polished concrete and exposed brickwork. It is finished with bespoke furnishings including steel rails, oak shelves, and a vintage brutalist bench.
Domitille Brion, Founder of Soeur, said: "Soeru is a wardrobe that blurs the lines, an open-plan wardrobe that borrows from menswear for an ever more feminine allure.
"These are pieces that express a modern and inspiring vision of femininity: sincere, sensitive, elegant, and inclusive. Style exists independent of age. I want everyone who dresses in our designs to feel understood and valued."
Before this launch, the brand could only be found on e-commerce sites such as Zalando and Yoox, as well as at premium independents such as Iris and AIME in the UK.
The brand was launched in 2008 and is led by Domitille and Angélique Brion, two sisters who combined their invaluable knowledge and professional experience to help develop Soeur into the label it is today. It is recognised for combining a feminine and masculine aesthetic and it is priced in the affordable luxury bracket.
