Astrid & Miyu has had a busy 2024 so far with new store openings and now the UK jewellery brand has received some major exposure as part of Christian Cowan’s SS25 collection.
At Cowan's show this past week at New York Fashion Week, Astrid and Miyu served as the designer's exclusive jewelry partners. Cowan reimagined the brand's Illusion Dome Hoops, stacking multiples of the sculptural, premium earrings on models' earlobes, “to further accentuate the collection's unique yet edgy balance” on a murder-mystery-themed runway.
It is important not to underestimate the importance of such appearances, as a presence on the catwalk is sometimes a defining moment for a brand.
As mentioned, Astrid and Miyu have been busy this year.
In the spring, it announced plans for a flagship store in London and in recent weeks it opened at 5-7 Foubert's Place with a significant expansion for the brand within London's Soho/West End.
Operating as House of Astrid & Miyu (HOAM), it “promises to be the most immersive shopping experience for a jeweler yet,” with more space for in-store services such as ear piercing, tattooing, engraving and soldering.
This followed the launch of her gold collection and the opening of a Harrods concession.
When it announced the Harrods space, the company said it had experienced a “significant” year of growth with 10 stores opening across the UK, European and US markets.
Copyright © 2024 FashionNetwork.com All rights reserved.
