On the East End of London, somewhere along Chance Street, Shoreditch this weekend launches a boutique which caters to the likes of a fashion lovers minimalist and maximalist tastes all in one store. Its name: Gentlewench, owned by Chinese personal stylist Wei Yue, is a collaborative effort which includes his expertise of international retail shopping and buying director Tijana Djordjevic’s mass experience in the fashion industry.  “It was important to find a memorable name, the meeting of a gentle educated and refined lady with the saucy, outgoing personality of the wench encapsulates the dual character of the store,” says Djordjevic. The boutique will carry a wealthly catalogue of global designers and under the radar designers which will include the likes of French label Lemaire, hybrid Japanese label Facetasm, Georgian designer Lado Bokuchava, and specialist brand founded by a former Comme des Garçons pattern cutter Hed Mayner and Overcoat. “ Our vision is to combine gentle subtle design alongside exuberant fashion and explore the affinities between the two,” says Djordevic. The store interior, created by Fred Rigby and Dunstan James of Projects & Design, offers an intimate luxurious experience while underscoring the industrial heritage of the area. A section of the space will also house a selection of home ware items including wooden kitchenware by Grain & Wood and ceramics by a Jude Jelfs. The store’s aim is to create an artistic space with hints of surprise in its design where consumer can explore, talk and relax. Doors open to the public this Sunday, be sure to stop by and have a look yourself.

Tags: Design, East London, Fashion, luxury, Retail