My little love affair with new Hoxton store Modern Society – beautifully curated fashion-and-lifestyle-plus-café (Étre Cécile, FRAME Denim, Blake LDN, Pamela Love, Zoe & Morgan) and the only place in the UK to stock Anine Bing – continues with an epic photo tour (can you spy the beautiful arts mag So It Goes?) and interview with owner Nazifa to find out all you need to know. In her own words…

The inspiration

“Our aim at Modern Society is to provide customers with a well-organised and curated edit, changing people’s perspective on contemporary retail.  I have opened several pop-up versions of Modern Society, but Redchurch Street reflects the sensibility of the concept perfectly.

I was directly inspired by the resurgence of traditional shopping rituals and believe physical retail spaces are a powerful media outlet for emerging and established brands.”

Nazifa’s background

“I’m a Londoner, but spent my former years in Moscow. My roots actually lie in finance and art curation, but my growing appreciation for design and emerging trends culminated in the production of Modern Society in 2013.

From our first showcase at The Vinyl Factory, to our pop-up collaborations in Ibiza with Experimental Beach, I am persistently inspired by creativity. The launch of a permanent store was a natural progression.”

The name

“The name Modern Society derives from contemporary society’s shopping habits. Nowadays, savvy customers want to experience a diverse space that inspires them, that’s where we come in.”

Savvy customers want to experience a diverse space that inspires them…

And Anine Bing? 

“Anine is one of the forward thinkers of today’s fashion. Her collection is timeless and accessible because she transcends trends. The store’s bestsellers are the satin lace bra and her skinny jeans. She’s nailed the perfect fit!”

The winter pick

“Any outerwear from NYC designer, Sandy Liang, is a must have. Her shearling and wool-alpaca ‘Mingo’ coat is perfect if you want to stand out from the crowd.”

A big thankyou to Nazifa for taking part letting me spend forever taking pics!

Visit Modern Society at 33 Redchurch Street, London, E2 7DJ