Chopova Lowena has spent years assembling a wardrobe out of Bulgarian folklore, climbing hardware and the specific stubbornness of a pleated skirt. This season it built a room to put the wardrobe in.
The Clubhouse at 84 Teesdale Street in East London opened in August, and its first campaign, photographed by Grace Difford and starring Violet Grohl, treats the shop as a stage set rather than a stockroom.
The space holds custom furniture, vintage curiosities and a mascot named Petal, whose stripes reappear across an exclusive run of tees, bandanas, socks, boyshorts and caps.
The Clubhouse is a small space with an outsized job. It has to make a cult label feel like somewhere you can return to, and the campaign suggests the door is meant to stay open.
