THIS spring, luxury Chelsea multi-brand store The Shop at Bluebird, renowned for its carefully selected assortment of designer goods, will transform itself into a counter-cultural tribute.
At the end of this month, Bluebird will be paying homage to King’s Road golden era of 1960s and ’70s when the area was the main draw for all fashion, music and art conscious Londoners. The store will be evoking that unabashedly extravagant atmosphere of quirky boutiques and a rock haven sentiment through their collaborations with various designers selected especially for the occasion.
Entitled March to The Beat, this music-themed takeover of the store fits perfectly with current fashion trends. And Bluebird’s shop-floor selection reflects this eccentric aesthetics fashioned on the most iconic performers of the past decades with androgynous statement pieces and band t-shirts.
Enhancing this theme will be a unique installation from London-based brand Soul Sergeant which has become a favourite among festival goers thanks to their marching band hats, embellished baseball caps and heavily adorned jackets. Adding to this will be the remarkable temporary shop from the legendary shoe designer Terry de Havilland who will return to King’s Road to premiere a collection of striking platform heels in his signature style.
Fashion companies Rixo and Racil will also be prominently displayed with installations featuring their newest collections inspired by the artistic movements of the seventies and the likes of Mick Jagger and David Bowie. Alongside these, jeans company MiH will be featured with 20 customised denim shirts which they have created exclusively for the event. Scarf-makers Rockins will be also bringing their famous taxi to complete the look of the display.
As a final touch, The Shop at Bluebird asked a group of British designers to each design an exclusive band t-shirt inspired by and celebrating the mod and countercultural movements. Alistair James, Isa Arfen, Racil, Rixo, Rockins and Zoe Jordan have all created unique pieces, sales of which will support their chosen charity.
by Magda McCrimmon
The March to The Beat installation at The Shop at Bluebird opens on March 30 and will remain a feature for five weeks.
The Shop at Bluebird, 350 King’s Road, London, SW3 5UU
Tel: 0207 351 3873