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50m to go extra yard for new designers

A new experimental concept store dedicated to supporting and showcasing emerging fashion designers will open in Belgravia, west London, in late May 2018.

The store, called 50m, has been created by London-based artists Something & Son in a bid to tackle sky-high shop rents in London and support new design talent. It will offer new designers a place to showcase their work in the highly-sought-after Eccleston Yards, alongside independent fashion, food, co-working and wellbeing brands.

In return for an affordable monthly fee, designers from the fashion and design industries can join the 50m retail community and receive a dedicated rail space from which to showcase and sell their products. The store will offer a combination of retail space, hot-desking area, events space, caf� and social meeting spot.

When it opens in late May 50m will feature a roster of ten emerging names, including womenswear designer Ryan Lo, fashion duo Kepler, womenswear designer Faustine Steinmetz, Laundry Service, menswear designer Ka Wa Key, and jewellery studio R�THEL & WOLF.

The name 50m is taken from the 50 metres of clothes rail that will run along the inside walls of the unit. The store will be able to showcase up to 30 designers at any one time as well as offer a shared working space and a place to hold meetings with potential clients.

The store will also offer a programme of workshops and talks offering advice and support to emerging designers, and access to a group of business mentors including consultant Nick Dunn, entrepreneur Alison Lowe MBE, photographer Peter Yip, and pattern cutter and designer Arena Page.

Something & Son co-founder Paul Smyth says: �The fashion industry is a difficult industry to survive in and London rents mean the dream of having a shop is disappearing out of reach to everyone but the wealthy, leaving great British talent behind� 50m will offer an affordable space in a luxury area for young talent to sell and present their collections all year round� creating a community and social space in which designers can share their experiences and support one another. 50m exists to radically change the balance of power between shops and designers and create a store where people don�t simply consume stuff but can meet designers, hang out with friends, cooperate and collaborate.�

50m is supported by property group Grosvenor Britain & Ireland. Director of leasing Joanna Lea says: �In Eccleston Yards we have created a new destination that showcases and champions creative, independent talent.� Our development is helping Belgravia to work harder for its community and all Londoners with thriving, enterprising places that appeal to all.�50m will deliver a pioneering concept store that offers a platform for emerging designers which completely embodies the entrepreneurial and energetic spirit we aim to foster at Eccleston Yards.�

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