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Oxygen Boutique

by Karen Day
on 26 March 2009

Fusing together art and fashion, the mother-daughter team at Oxygen in London are part of the growing retail trend that's part gallery space, part boutique.

Growing up the daughter of a discerning fashion buyer, Joanna Nicola developed an eye for new talent and refined attire at a young age. Her talent is evident in the shop's collection of sleek dresses and stylish ensembles, all currently gathered neatly below photos from fashion photographer Erik Madigan Heck. Having shot the looks for major players such as Lanvin, Rodarte and Helmut Lang, the exhibition of his images blends seamlessly with Oxygen's carefully curated collection of discreet labels and progressive designers like Herve Leger and Brian Reyes.

While the artwork may rotate, one thing remains the same—Oxygen is a place to find classy duds from brilliant designers, many of which Oxygen stocks exclusively in the U.K., like master of soft tailoring, Doo.Ri. Only recently opened, the boutique is already making waves and securing its place as one of London's premier shops.

38 Eastcastle Street
London W1W 8DS map
tel. +44 207 636 6001

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