V by Laura Vann launches first temporary store in London

V by Laura Vann has launched its first temporary store in Shoreditch to promote its brand.

The store will be used as a both a premises from which to sell and as a showroom for press and buyers during London Fashion Week, and is the result of regular exposure at London Fashion Week, celebrity and editorial coverage and a dedicated customer base.

Designer Laura Vann said: “We forever chase our tails during fashion week and although going it alone will be hard work, I know we will feel much more relaxed and in control this season.”

She added: “We love working with our stockists and they are invaluable to our business. Having this temporary store will give us the opportunity to build brand awareness and get direct feedback from our customers which is something we don’t get to experience very often. Using this feedback we can evolve and improve the brand for the benefit of not just our consumers, but our valued stockists too.”

The Birmingham-based brand is also working with set designers Isabel + Helen to create an Art Deco interior wonderland within the shipping container store.

Vann said: “We’re so excited to be working with Isabel + Helen on another project for V. Our signature Art Deco style is key to our aesthetic and we can’t wait to see how they project it within the store.”

The V store will run from January until April 2018.