Playful Promises has opened a pop-up store at Boxpark, a retail destination in London’s fashionable Shoreditch that describes itself as the world’s first pop-up mall.
The latest collection from Playful Promises was modelled by Next Top Model finalist Jessica-Louise Abidde, and was joined by French model Mamzelle Maz, who is best known for her work in burlesque and fetish photo shoots.
Rapper Dizzee Rascal attended the launch, enjoying the attention of the models as he posed for photographs in front of the lingerie brand’s playful Pussy Wagon.
The Shoreditch pop-up store is Playful Promise’s third outlet in London, joining its Bethnal Green flagship and a shared premises just off Carnaby Street. The brand is also stocked in over 200 stores world-wide.
The brand is building its image around “quirky, directional designs mixed with all things playful, flirty – and even a little bit dirty!”
Boxpark has been created by stripping and refitting shipping containers to create unique, low cost, low risk, ‘box shops’. They have been placed and stacked together to create a unique retail destination that is filling up with a mix of international fashion, arts and lifestyle brands, galleries and cafés.
Playful Promises joins global brands including Calvin Klein, Levi’s and Nike in the pop-up mall.