High-end childrenswear label Owa Yurika, which combines Japanese aesthetics with London cool, is set to launch its first-ever pop-up shop.
Opening on 15 November, the event will be hosted at Pippa’s store in Notting Hill, London.
Created by Japanese mother and daughter team Yuriko and Yuki Oshima, the directional label, which made its debut for a/w 16, focuses on design, fabrics, finish and form.
“This is an exciting move for us,” says founder Yuki Oshima. “I love the access that pop-up shops provide to customers. We normally retail through outlets, including Harvey Nichols, Barneys and Kids 21, but at Pippa’s store, everyone will get a much more personal introduction to our clothes and we can talk them through our approach and vision for children’s fashion.”
In an era of fast, disposable fashion, Owa Yurika aims to show the next generation – the tweenagers – how to put style into their wardrobe.
The pop-up at Pippa’s store will run from 15-18 November and will primarily showcase the Owa Yurika a/w 17 collection, plus some key s/s 17 pieces.