Finery London Pop-Up

New labels launch all the time in London, but they rarely boast the calibre of the team behind Finery. The three biggest wigs in affordable fashion have been poached by the new brand – that’s Caren Downie, formerly fashion director at ASOS; Emma Farrow, who was design director at Topshop; and Rachel Morgan, head womenswear buyer also at ASOS. It’s launching to the public on February 5, and until now, has only been available to those lucky devils with friends and family access codes. This Soho pop-up, however, is the answer to all of our fashion prayers. Finery’s resort collection will be showcased on a moving conveyor belt, with customers invited to use interactive technology from street level to view product images and unlock a unique code, allowing them to shop two weeks ahead of the official launch date. Fine indeed.