London. I’m asked on a weekly basis if I live there and my response is always the same: It’s a place I like to visit, but love to leave. The hustle and bustle, constant rush and unnecessary rudeness of strangers always leaves me rather flustered and longing for the comfort of the countryside. But there’s one place that never fails to makes me feel at home when I’m there: AIDA, Shoreditch.
AIDA is a fashion store like no other. Their family run business’ main aim is to offer a different shopping experience to their customers - bringing creatives together in a place that makes you feel inspired. They provide incredible fashion for men and women from European, independent brands but their uniqueness doesn’t stop there. The store itself is home to a coffee shop, a makeup parlour and not only does it stock amazing fashion pieces but it also sells homeware and regular charity and cinema nights are held in store, too. Basically, it’s like they realised all my dreams when it comes to shopping and made them all come true under one tiny London roof.
It goes without saying then, that when they suggested we shoot together I basically pee’d my pants with excitement. There’s pretty much nothing as lovely as a brand you love appreciating what you do, too.
We collaborated together on this shoot with two amazing creatives; Firstly their freelance (and amazing) stylist, Rowan - this lady, not only is she the bees knees when it comes to fashion but she’s also the loveliest human and knew exactly what items to pick out for me when it came to this shoot. And secondly the incredible talent, Stew Bryden was the photographer. I always feel a little uneasy when it comes to having my photo taken by people I don’t know, but he was so laid back and kind that I sort of forgot we were even ‘working’. We spent the afternoon as a three, wandering around the streets of Shoreditch snapping away. I don’t think I’ve ever enjoyed a shoot as much as I did this one.
I’m so happy with how the images came out - I love how each outfit carefully demonstrates a part of my personality and my love for different styles equally, and that it goes to show that we don’t have to pigeon-hole ourselves in to one specific fashion cocoon - there is so much to explore when it comes to personal style and AIDA offer that opportunity to experiment with your look.
We also worked on a Style Edit for their site - where I’ve picked out my favourite items from each section of the website for you to browse and shop at your leisure (as well as the pieces I’m wearing in these looks, too). I really hope you’ll take the time to have a look and definitely stop by the store if you’re ever in their neck of the woods. I can put my hand on my heart and say you’ll fall head over heels. They steal my heart a little more every time I visit, too.
Styling by Rowan Swale