HIGH SHINE: Istanbul-based label In the Mood for Love is turning its attention to the London market.
The two-year-old brand, best known for its exuberant sequined creations sold at contemporary price points, quickly built a presence across key European retailers including Printemps in Paris, Tsum in Moscow and La Rinascente in Italy and now sees an opportunity to continue its growth trajectory in the U.K. market.
To introduce itself to the market, the label has tapped the London-based influencer Soraya Bakhtiar. Bakhtiar, who said she was drawn to the maximalist nature of the brand, brought together a group of fellow influencers and London-based designers to celebrate the label, hosting a dinner at Blakes Hotel, which came complete with sequined place mats and pink sparkly scrunchies used as napkin rings.
Guests included handbag designers Tara Ghazanfar and Gunes Mutlu; personal shopper and influencer Bettina Looney; jeweler Anissa Kermiche and author Katherine Ormerod, who all came dressed in sparkly creations and trendy padded headbands to match.
Bettina Looney and Soraya Bakhtiar
The event was followed by a trunk show at the Connaught hotel.
“We wanted to work with a girl who’s just like us, Middle Eastern but also a big traveler and with an international outlook, so