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Founded by stylist Wei Yue, Gentlewench was born out of a desire to bring the best in high-fashion, both from emerging and well-known brands.
16 Chance St,
London, E2 7JB
Only two and a half months into their Shoreditch debut, you’d be forgiven if you thought Gentlewench were the new kids on the block, but the creative minds behind the concept store are well-versed with the vibrant scene of the fashion capital.
#ParadiseRow had the pleasure of meeting one of the key creatives behind Gentlewench when we visited the carefully curated boutique: Tijana Djordjevic. Having previously worked at Mouki Mou and Paradise Row favourite Brown’s, she’s no stranger to the conception of immaculately design-driven stores. The research and care that goes into the walk-in-wardrobe-esque space is apparent, as she took us through the names and locations of each designer in the small homeware section.
The store exudes contemporary style with ease, no doubt a culmination of this second-nature knowledge and design experience. Lush jazz guitar and dreamy trap was the only sound filling this gallery of pieces, punctuated only by the sound of our footsteps on the wooden floor, creating a unique luxury shopping experience. Pairs of shoes, as if worn by invisible models were placed, were placed beneath a snaking clothes rail, containing pieces from Peet Dullaert and Andrea Jiapei Li.
“I’d say we’re a combination of contemporary and luxury.” Tijana remarked as we gazed on the black forms of Jude Jeffs, perfectly placed together against the light plaster walls that surrounded the gorgeous space, as if put on display at one of the art galleries nearby. Indeed, it felt as if the position of every item in the space had been pored over the same way an artist selects their paints; from the pairs of shoes on the floor, to the unlikely placement of sterling silver homeware in the Carolina Santa Domingo.
“As if the position of every item had been pored over the same way an artist selects their paints.”
Even the furniture felt more like an art installation than seating area; the kind you almost feel guilty to sit on. Bound with climbing rope and especially designed for the store, it’s clear that Gentlewench’s connections in the luxury industry run far, but the visual and financial success of the brand can’t be accredited to that alone. At its core lies a undeniable pursuit of the most exciting of fellow emerging brands, ensuring a brilliantly unique shopping experience.
“The store exudes contemporary style with ease.”
Boutiques, passion projects and pop-ups come and go from Shoreditch, but we’re confident that Gentlewench is here to stay. A hunger for emerging brands and a love for cutting-edge pieces are values that resonate with every East Londoner, and whether it’s black fertility pottery or the ugly-sneaker trend. It’s safe to say that Gentlewench hits all kinds of niches, but in a way that doesn’t compromise on its effortless style.
Words + Images: Hannah Crosbie