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Beach in the East, a conceptual luxury pop-up store, is the brainchild of Yasmin Sewell, the style consultant extraordinaire, and the fashion agency Paper Mâché Tiger. Set up in a disused swimming pool in an East London warehouse with graffitied walls and a DJ-curated soundtrack, the space has been turned into a showcase for a bespoke selection of international designers. The inspiration is Seventies Californian skater culture, bleached-out style - and the heady nostalgia of unforgettable summer experiences.
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'Boutique: Beach in the East Women'
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