Words: Chloe Brunton-Dunn

With the ever evolving, fast pace world of fashion and the hungry consumer culture we live in, it is extremely hard to come up with an innovative new idea for a fashion business. However, it would seem that former pop star Lily Allen has done just that.

Leaving the world of music behind her to create, with her sister Sarah her new venture ‘Lucy in Disguise’ a new vintage fashion business.

The glamorous and spacious shop is situated in the busy and bustling streets of Covent Garden. The aim of their new business is to make “Vintage style attainable”. Their unique concept is that not only can you buy, but there is also the option of renting the beautiful and extravagant garments. This opportunity  means that you can buy items you would not usually be able to afford can now wear – if only for a day.

Garments range from the eras of the 20’s to the 80’s, catering for a wide span of vintage styles and tastes.

The name ‘Lucy In Disguise’ is taken from a famous Beatles song, and the shop’s website blog is written by ‘Lucy’ making the brand really come to life. With the ‘about’ section of the website describing her and creating a persona for this character.

 

In a shop where the sales assistants are also stylists it seems the perfect shopping environment with advice on hand. Furthermore, you can go downstairs and have a complete makeover of hair or makeup with prices ranging from £25 to £55 and even book private styling sessions and use the VIP dressing suite. With group booking themed packages such as ‘Evelyn’s Tea Party’ the atmosphere LID creates is fun, fashionable and exciting.

Open seven days a week Lily Allen certainly seems to have created a successful new fashion venture! With their tag line reading ‘LUCY IN DISGUISE – THE MODERN GIRL’S WAY TO DO VINTAGE ‘ it would seem that the girls have certainly achieved their goal.

The future for ‘Lucy in Disguise’ looks bright too, with the launch of their own Lucy line designed by Lily and Sarah released in June and sold in store and on the website priced from £90 to £350. The pieces in the collection will be named after important people or memorable places related to vintage garments such as ‘Fortnum and Mason’, a perfect compliment to their enigmatic ‘Lucy’ brand and business.

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To check out the store: 

10-13 KING STREET
COVENT GARDEN
LONDON
WC2E 8HN
TELEPHONE: 0207 240 6590

http://lucyindisguiselondon.com/

For a documentary of ‘Lucy in Disguise’ watch Channel 4’s ‘Lilly Allen: From Riches to Rags’