Tuesday 7th April

| BY Paul Toner

50m are Keeping the Vibe Alive with their ‘Creating Whilst Isolating’ Campaign

Here at 10 we love 50m. So much so, we decided to celebrate our 20th birthday inside its future-facing space dotted in the middle of Ecclestone Yards. If you’re a fashion fanatic, upon entering the experimental concept store, you will experience a not too dissimilar elation as your first trip to the sweet shop as a child. Located in the heart of Belgravia, southwest London, 50m is a breath of fresh air. Showcasing London’s most exciting emerging names, as well as brands you already know and love (Daniel W. Fletcher, Phoebe English, Marques’Almeida), 50m operates quite differently to your everyday fashion store.

Metre-long rails inside the space can be rented for just under £300 a month, where designers are allowed to pick which of their stock they want to sell and are able to curate their collections as they wish. Due to the rapid spread of the Covid-19 virus, 50m has been forced to temporarily close the doors of its brick and mortar location. Yet, that doesn’t mean its uplifting of emerging talent has halted. “We are all trying to find ways to stay connected with one another,” explains 50m’s Founding Director Tracey Suen. “As we can’t physically gather and connect anymore, we wanted to give our community a space to virtually interact with each other, in the hopes to bring everyone closer together.”

Kicking off this Friday, 50m’s Creating whilst Isolating campaign will follow a group of sustainable designers who are still crafting their collections during self-isolation. Each designer will take over the store’s Instagram for two to three days, where they will document the process as they create one-off pieces, giving a fly-on-the-wall viewpoint into how they work during lockdown. Followers are encouraged to engage with the designers through DM and Instagram Live Q&As. When each takeover has finished, the designer will go on to sell the pieces they have created during the period on 50m’s online store.

What can you expect from the program? There’s plenty to keep you entertained and inspired. Always a treasure to the London menswear scene, Liam Hodges will be hosting a crochet session on Instagram live, whilst jewellery designer Florence Tétier, who has created pieces for Charlotte Knowles and Preen by Thornton Bregazzi, will be making a piece of jewellery each day, entirely from recycled plastic. There are plenty more 50m designers who have a few tricks up their sleeves. Expect upcycled corsetry from Rosie Evans, club-ready Nike edits via Common a Commune and some sensual knitwear from Ludovic de Saint Sernin collaborator Khanh Brice Nguyen.

There’s also Ed Curtis, set to craft some psychedelic creations; Soji Solarin, who’s cracking designs challenge perceptions surrounding black identity and Adam Jones, who’s beer towel vests and pub-tastic pieces have us longing for a beer garden on a scorching hot afternoon. Is there a more appropriate uniform for your first trip to the boozer after all this is over? We think not.

Top Image: Adam Jones. The ‘Creating whilst Isolating’ campaign will run from the 10th-30th of April at @50mLondon.