Belma Gaudio

Why Koibird is London’s Coolest New Store

Korean fashion goes to the UK

Belma Gaudio

You love your go-to London shopping destinations, but there’s a new spot you’ll need to add to your list: Koibird. The store might have only opened last year, but it’s already an institution of its own. The store made a name for itself with its boldness, transforming both inside and out with each season. 

Last season saw the store bring California to London. This time around? It’s all about K-fashion. The store’s AW19 edit is a celebration of Korean style, bringing a well-curated range of 31 brands to London.  

Among them are up-and-coming labels Classic and We11Done, as well as exclusives from under the-radar brands like BESFXXK, BETTERKIND STUDIO, Fruta, mIL seoul, NODO, Numbering, SALONDEJU, TFTism and UL:KIN.

model Jina for Koibird Koibird korean fashion“During a recent trip to the region, I felt that Korean design is still relatively unknown to our customers, and hasn’t quite had the exposure that neighbours like Japan and China have.” said Belma Gaudio, the store’s founder on what inspired her to bring Korean fashion to the UK. 

“There are many great labels that are not yet on the radar in London, including some of the best up-and coming beauty brand rock stars, so I wanted KOIBIRD to shed a light on Korea this season. It’s an exploration and celebration of this cutting edge and contemporary destination, its inspirational creatives and their culture,” she continued.

Salondeju bootsAnd it’s not only fashion that Gaudio is bringing, the store will also bring on 40 new K-beauty brands that include a whopping 2000 sheet masks. 

Art also gets a destination at Koibird, the store will showcase the work of Korean artists for the first time, bringing along Seoul-based artist Kwangho Lee’s work. Lee is known for using traditional techniques to bring to life modern pieces, like the store’s chandelier. You’ll also find ceramics by artist Ahryun Lee.

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