Frost French to open ‘girly’ womenswear store

Sadie Frost’s womenswear label Frost French is opening a new store in London’s Soho, with interiors designed by Frost and her partner Jemima French.

The 37m2 store on Noel Street, W1, is arranged over two floors, with the changing rooms in the basement.

‘They wanted the styling to reflect Soho’s naughty style,’ says a spokesman for the group. ‘It is quite boudoir-y and girly, but in a more evolved way than their first store in Camden Passage,’ he adds.

Velvet wallcoverings and curtains, and a deep-pile carpet will set the feel for the basement level. Upstairs, the main room will feature bare wooden floors and vintage sofas.

Frost and French also claim to have created the look and feel of a new, e-commerce website that is set to launch in the next two days.

The new Frost French shop opens tomorrow.

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