A mysterious new fashion pop up's coming to Soho this autumn...

Colour us intrigued

Like fashion, free stuff… and a frisson of mystery? Then you’ll LOVE this.

This October, ELLE is teaming up with a (still-top-secret) brand to present The Showroom — a pop-up concept store featuring an exclusive edit of a new fashion collection.

Head to 59 Greek Street in Soho between Thursday 3 October and Saturday 5 October to shop statement pieces or hardworking wardrobe staples, curated by ELLE’s shopping editor, Grace Clarke.

The featured brand won’t be unveiled until an exclusive reveal party on 3 October — more on that later — to keep things focused on the intrinsic beauty of the pieces featured, rather than the label (though ELLE reckons this one will surprise and delight you…)

But there’s more to The Showroom than clothes…

Get Your Free Pop Up Tickets

Born N Bread coming over the speakers

Forget department store muzak — The Showroom by ELLE has live DJ sets: women-founded music platform Born N Bread are going to be soundtracking your shopping.

Complimentary coffee bar and a photo booth

Fuel your fashion odyssey with a (free) caffeine hit from the coffee bar, or pile into the photo booth to capture the moment with your pals.

A free ELLE subscription (and some mystery gifts)

Speaking of free stuff, all visitors to The Showroom by ELLE will receive a digital subscription to the iconic fashion, beauty and lifestyle publication. And the mystery brand at the centre of all? They’ll also be giving out gifts to the crowd.

And [drum roll please…] an exclusive reveal party

Want to be the first to find out who this mystery brand is? Members of ELLE Collective — a new community of fashion, beauty and culture lovers — can register their interest in joining for the invite-only reveal party on 3 October. It includes a drinks reception and the opportunity to mingle with industry experts and fashion insiders, plus a live styling session and panel discussion.

Find out more about ELLE Collective here. Alternatively, if you don’t mind waiting a touch longer to find out the label in question, you can grab your (entirely free) ticket to The Showroom by ELLE below.

Visit The Pop Up

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