Soho store Machine-A has become accustom to playing host, with V-Files setting up shop within its walls last August, and a graduate showcase of Beth Postle, Tom Guy and Mao Usami doing the rounds before Christmas.
Today sees LA label Joyrich join the list, pitching its first ever UK shop within a shop on Brewer Street, taking over a whole room and the all-important window display for the next month.
Pride of place will be the brand’s exclusive collaboration with stylist and icon – Madonna, Cher and Elton John are amongst her clients – Maripol.
Said collaboration sees Joyrich staples such as the varsity, rucksack, bumbag and puffa jacket decorated with a selection of Maripol’s infamous polaroids; leopard print sweats also feature. The pieces form the core of the collaborative video, seen below.