Style: Oxygen Boutique

Oxygen Boutique is London’s coolest new online shopping experience. With a mix of quirky new designers and more classic established brands, we’re always really excited to see what they’ve got coming in so we caught up with co-owner Joanna Nicola for a quick chat..

…Tell us a little about what makes Oxygen Boutique special?
Joanna: Oxygen is London’s coolest independent fashion boutique and is a unique retail concept that has grown from extensive experience of the fashion industry and an intrinsic ability to identify the wardrobe needs of women today.  The buyers seek out undiscovered talent from the US and bring them to the UK market.

… What was the inspiration for opening the store ?
Joanna: Oxygen was launched after discovering a need for an accessible yet fashion led store stocking unique, desirable and discreet labels.    The store was opened in Spring 2009.

… What are the key designers  to look out for this season?
Joanna: Alice + Olivia, DanniJo, A.L.C and Jeffrey Campbell, Sea NY, Again

… What’s next?
Joanna: Constantly finding new exciting designers and keeping things fresh.  We are bringing in approx four new designers for next season.


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