When we built The New Trend Brighton boutique, elegance and unexpectedness were our guiding design forces. Today, we’re taking you behind the scenes to rehash the makings of this joyous and immersive store, and some of the treasures you’ll find there. 

The New Trend Director Vanessa Spencer is enamoured by the Blue Roma natural marble, acting as a cornerstone of the Brighton store. “Everything started from this piece, and the store was designed around it,” says Vanessa. “It’s definitely the hero of the store and such a unique and stunning piece. 

There’s also a subtle nod to vintage design of the 70’s with an touch of sophistication, earthy tones, play on textures and curves with rich velvet sofa centrepiece and built out curved archways in rendered finish.”

 In terms of furnishings and finishes, the devil is in the details. Just like the sublime apparel hanging in-store, we wanted the elements of our Brighton space to reflect expert craftsmanship and timeless, considered style. Some standout features range from an impressive Lucy Montgomery plaster floor mirror, through to curved, cloud seating and custom plinths.

For Vanessa, charm radiates from “the built out archways, all the way down to the small details with the gold squiggle hooks and racks in fitting rooms and curved edges in marble console. Every piece placed in here was thoughtfully considered, subtly dramatic in its own right but functional at its core. Merchandising of the store is paramount to The New Trend, driven by seasonal colour stories and themes in modern dressing. 

It’s through mixing our designers’ garments and accessories with other likeminded labels that we tell a broader fashion story, and that’s the beauty of having a physical floor to play with. 

The New Trend is proud to work with an amazing assortment of local and international designer brands, and edit these collections to work in harmony with each other so the store presents in a very cohesive story. 

Some style stalwarts you’ll caress and dress-up in at Brighton include Isabel Marant, Chloé, Bottega Veneta, Christopher Esber, Ulla Johnson, Esse, Dion Lee, SLVRLAKE, Agolde, Alémais, SIR, Nili Lotan and A.L.C, to name a few.