Monsoon has opened the doors to its new London pop-up store on Portobello Road, celebrating the fashion retailer’s 50th anniversary “right where the brand’s story began”.

The store “goes back to its birthplace”, opening where the fashion retailer’s original Portobello Road market stall was located.

Monsoon said the pop-up features a range of “rare vintage treasures” from its collections and other fashion designers from the same era. It will be open for two months.

A range of vintage art and Monsoon archive campaigns are on display in the new store, which was created in collaboration with Bay Garnett, a former contributing fashion editor of British Vogue and editor-in-chief of Cheap Date.

Garnett worked with Monsoon to provide “a design vision for the store fit-out and interiors”.

The fashion retailer also commemorated its anniversary with the launch of ‘The Originals’ collection “drawing upon the fine fabrics and rich embroidery that started Monsoon”, as well as a “vibrant beach and casualwear” collection created in partnership with students at London College of Fashion UAL.

Monsoon said it would launch a third anniversary collection in May and there will be “special events and promotions”.

Garnett added: “Not many fashion retailers can celebrate 50 years in the business – that’s why I am excited to be a creative collaborator on the Monsoon Vintage pop-up boutique.

”A love of vintage is in my DNA, so it’s been a joy to curate pieces that chart the fashion heritage of Monsoon through the decades. Trends come and go, but this singular and independent brand has remained committed to free-spirited style over five decades.”

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