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 1st September 2022

  • Smart Works, Covent Garden and the British Fashion Council have partnered to bring an exclusive retail pop-up shop to Floral Street, open from 9th - 25th September 2022
  • The store will sell pieces from over 30 fashion and beauty brands, including Ganni, Rixo, Theory, The Outnet, Rejina Pyo, Frame, Bobbi Brown and more for up to 70% off RRP
  • 100% of proceeds will go directly to Smart Works, supporting women with the clothing and coaching to help them succeed at interview and transform their lives
  • The boutique will be part of the British Fashion Council’s London Fashion Week presented by Clearpay ‘City Wide Celebration’ showcasing inclusivity and sustainability in the fashion industry

This September, Covent Garden is partnering with UK charity Smart Works and the British Fashion Council (BFC) to bring every fashion and beauty lovers’ dream boutique to 20 Floral Street. The ‘Smart Works Shop with Covent Garden’ pop-up will stock over 30 of the most exciting fashion brands at an exclusive discounted price, with 100% of proceeds going directly to Smart Works. Smart Works is a charity that exists to give unemployed women the confidence they need to reach their full potential ahead of interview, secure employment and achieve financial independence.

The roster of brands being sold within the Smart Works shop with Covent Garden include Ganni; Rixo; Theory; The Outnet; Baukjen; Rejina Pyo; Sisterhood; Frame; Maje; OMNES; Hunter; By Far; Elizabeth Scarlett; Young British Designers; Rae Feather; Home of Hai; Really Wild Clothing; Lisou; Seraphina; Dilli Grey; Pink City Prints; Paradise Row London; Lexy London; Usisi Sister; Rainbowwave PR; Phoebe Grace and People Tree. Watches from Olivia Burton, Tommy Hilfiger, Emporio Armani and Michael Kors will also be available via Covent Garden favourite Bucherer. Bobbi Brown will be the beauty partner at the event with products and demonstrations to take place.

The pieces provided from each brand from their current and recent collections will be available at between 50 - 70% RRP. Shoppers who spend over £75 at the pop-up will also be treated to a ‘Smart Works x Covent Garden token of thanks’ which can be exchanged for a complimentary beverage when dining at Lilly’s Café located at 3 Henrietta.

The BFC, an existing partner of Smart Works, will be taking part in the pop-up as a supporting partner, recognising Covent Garden’s role as a patron of the BFC, and their existing partnership with Smart Works. The partnership with the BFC will see young British designers donate pieces to the pop-up and will be a key element of the BFC's City Wide Celebration for London Fashion Week (LFW) September 2022 presented by Clearpay, taking place from 16th to 20th September across the city. The City Wide Celebration is a curated programme of unique experiences which are open to the public over LFW, with events including Q&A’s with designers, workshops around the education of sustainability, live music performances and limited edition product drops. Covent Garden events within the ‘City Wide Celebration’ include Penhaligon’s hosting fragrance masterclasses, Joseph Cheaney & Sons showing customers the care process for their shoes as well as DJs and gifts in store at KICK GAME, Strathberry, Lacoste, Monica Vinader, For Arts Sake, The Alkemistry and many more.

Smart Works has eight centres across the UK where it provides personalised styling sessions as well as one-to-one interview advice. The charity uses the power of the clothes and coaching to empower women to find confidence and reach their full potential ahead of interviews. 72% of women who visit Smart Works go on to get a job within a month, and in the last 8 years it has supported over 20,000 women. The charity has previously hosted two pop up stores across the UK.

Kate Stephens, CEO of Smart Works said: “At Smart Works, we are passionate believers in Fashion as a Force for Good. That is why we are so thrilled to be partnering with Covent Garden and the British Fashion Council to host a pop-up shop during London Fashion Week. Thank you to the generosity of some amazing brands, 100% of the proceeds from the Smart Works shop will help transform the lives of unemployed women across the UK. As we face into the devastating impact of the cost-of-living crisis, this couldn’t be more timely or important.”

Michelle McGrath, Executive Director Capco Covent Garden said: “We’re delighted to bring together so many much-loved fashion brands for this unique pop up boutique in the heart of Covent Garden as part of London Fashion Week. As patrons of the British Fashion Council, we believe in the positive impact that the fashion industry can have, and supporting Smart Works and their important work is a fantastic example of the industry coming together to help others.”

Caroline Rush, Founder and Chief Executive of the British Fashion Council said: “We are delighted to support the Smart Works pop up in Covent Garden as part of our City Wide Celebration which will be live throughout London Fashion Week. The British Fashion Council as part of the Institute of Positive Fashion is focused on sustainability and creating a blueprint for a Circular Fashion Ecosystem that will deliver significant environmental, commercial and societal benefits. As part of this change programme, we look at reducing the volume of new physical clothes so it’s great to see that as part of this partnership clothes are given second life via the boutique.”

Visitors looking to continue to shop are spoilt for choice by the carefully curated boutiques throughout Covent Garden including Paul Smith, Bucherer, Polo Ralph Lauren, Mulberry, KICKGAME, Vashi, Arc'teryx, Lacoste, Sandro, Strathberry, Tiffany & Co., ba&sh, A.P.C, Free People and more. Covent Garden is also home to a number of flagship beauty boutiques including Dior, Chanel, Glossier, Tom Ford, Jo Malone, Charlotte Tilbury, and Aesop. Visitors can finish the day with dinner at choices of global and independent restaurants offering outdoor dining including Sushisamba, Ave Mario, The Oystermen, Balthazar, La Goccia, Frenchie, Cora Pearl, Mariage Frères, La Goccia, Petersham Nurseries and more.

For further information on new openings, experiences, shopping and dining visit Coventgarden.london

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