Women’s Wear Daily
04.18.2014
fashion-scoops
fashion-scoops

Twenty8Twelve Pops Up... Crack in Hermès' United Front?...

Sienna and Savannah Miller popped into a fairground-themed pop-up shop for their Twenty8Twelve line.

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Savannah Miller Sienna  Miller

Savannah and Sienna Miller

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FAIRGROUND ATTRACTION: Sienna and Savannah Miller turned up at Selfridges on London’s Oxford Street Monday to make an appearance at a fairground-themed pop-up shop for their Twenty8Twelve spring collection. The duo met shoppers in the third-floor space, which had been open since March 5, and was done out with strings of multicolored lights and billboards with cut-out faces, so that customers could pose with their face on a model’s body. “I saw Giffords Circus [a modish British circus troupe] in the summer and I just loved it,” said Savannah of her inspiration for the space. “It’s hard to make a pop-up shop unique and it’s always nice to do something a bit kooky.”

The duo opted to skip a runway show for the fall season, and instead showed the collection in a series of private appointments. “We love doing shows, but because we’re not breaking the mold in what we do designwise it’s not particularly translating to sales,” said Sienna. “And the more important thing for us is sales at the moment, especially in this economy.” Also, the sisters have opened a new store, their third, in London’s Covent Garden.

But Sienna, who’s appearing in the Terrence Rattigan play “Flare Path” at London’s Theatre Royal Haymarket, said the sisters have more ideas for the label up their sleeve. “We’d love to do maybe five couture dresses a year — just to have access to those fabrics,” said Sienna. “[And] we’d love to open a store in New York. But frankly, we’re really comfortable with where the label’s got to now.”

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