Quirky as Folk

While the glamour of Fashion Week continues across London, the Folk women’s store launch is a more intimate event. From the first step inside the store is welcoming and the sense of individualism that comes from the clothes is ever apparent. Bringing organic, sustainable fashion into the 21^st Century is what designers have set out to do including Won Hundred, Humanoid and Sessun alongside Folk’s own designs. Fluid shapes add to the natural feel of the clothes, and attention to detail is a strong element; one cardigan’s buttons (designed for both men and women) spell the word FOLK through the buttonholes in a matching thread. It is, as the name suggests, a folk inspired boutique, but there is a thoroughly modern design aspect to the interior decoration and earthy tones blended with classic monochrome. The mixture of attendees adds to the atmosphere, and the couples seen are invited to dress in a similar spirit, with the fully-fledged men’s shop just next door.