Yasmin Sewell is opening a pop-up shop in Shoreditch.
The world-famous fashion consultant is taking over an empty swimming pool in London’s East End, named ‘Beach In The East’, to house pieces from a hand-picked selection of designers and artists who she feels encapsulate a "unique" feel of 70s California.
She gushed: "We sat down and thought about what we’re really feeling right now. I was very much thinking about California, so there were elements of 70s skateboarders The Z-Boys that motivated the concept.
"It was the very unique mood of that era that we loved and we wanted to pair that with fashion today, bringing the two together in a really relevant way."
Brands available in the shop will include House of Holland and Thomas Tait, as well as special edition and exclusive items from names such as Acne, Sophia Webster, Jill Urwin and Peridot.
Sewell added to Vogue.co.uk: "Everything in the store is in tune with the concept, we’ve even got bandana beanies being made for us by Silver Spoon. We also have an incredible moving image piece that will be projected over the interior of the pool, which is really going to help set a special mood. All of the product is limited – it’s not the same brands that you typically see together in a regular store."
The store will be open to visit from May 18 until August 24.