Satchel-shaped bubbles wafted through the cobbled streets of Covent Garden today in celebration of the opening of Julie Deane’s very first store for The Cambridge Satchel Company and the start of London Fashion Week. I attended the official launch party and an exclusive Bloggers preview on Wednesday evening, which also saw the likes of Louise Redknapp, Marina Diamandis and Sophie Ellis-Bextor – who took to the DJ pod for a brief stint – make their way up the fluoro pink carpet.
Hobknobbing with fellow bloggers, Prince Cassius, StyleontheCouch and South Molten Street Style’s Anna Hart, I explored the double-level residence of the Brit It Bag’s new home. From the embossing department – the DJ’s post for the night – where satchels can be personalised, to the display wall featuring numerous collaborations with brands and designers including Disney and Chris Benz; the whole scene was beautifully curated right down to the replica kitchen set-up directly from Julie’s own house where the magic began.
Joined at the kitchen table downstairs in the Bloggers Lounge by her children, husband and mother, Julie pointed out the Google Chrome books loaned by the search company for the purpose of the store and the coffee machines already in place for a writer’s much-needed caffeine injection. A Lending Library takes up the space beside the table from which bloggers can take their pick of the entire collection and in Julie’s words “wear it, blog it, and return it”. Intending her creations to be more than throwaway items, the library enables those prone to indecision the opportunity of sporting every shade and style available without breaking the bank.
An exclusive for the evening was the unveiling of the new Chelsea collection, inspired by the colours and florals from the Chelsea Flower Show. Crocus, Honeysuckle, Lavender and Sweet Pea – named after flowers typically found in British gardens throughout spring and summer – offer chalky pastel versions of some of the brand’s previous designs and are available in both 11” and 13”. Julie said of the new collection: “The Chelsea Flower Show is, like us, quintessentially British and has a great heritage feel.”
The store can be found at 15 Shorts Gardens, Seven Dials, WC2H 9AT.