Bethany Williams is one of the emerging designers stocked at concept store, 50m in Belgravia
With a gimlet eye for the latest and newest, LUX’s Cool Hunter and Digital Editor Millie Walton reveals what is grabbing her attention this season
50m
Experimental isn?t a term one associates with London?s upmarket Belgravia, but that?s where you?ll find the new concept store 50m (so-called after the 50 metres of clothes rail that runs along the inside walls). Created by artist collective Something & Son to support new design talent and tackle high shop rents, the store functions as a space for emerging designers to showcase and sell their work at a more affordable cost. The designers also receive mentorship from leading figures in the industry. Paul Smyth, co-founder of Something & Son, says its aim is to ?create a store where people don?t simply consume stuff, but can meet designers, hang out with friends, cooperate and collaborate?. Find the likes of menswear designer Bethany Williams and jewellery studio RÄTHEL & WOLF. 50-m.com
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