Nov 7, 2022
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Hood London takes up residence in Piccadilly Arcade

Nov 7, 2022

Milliner Hood London is the latest emerging brand to take up a month-long residence at 12 Piccadilly Arcade. The pop-up, located between London’s Piccadilly and Jermyn Street, is part of a year-long project to give 12 fledgling businesses much needed physical retail exposure.

Hood London

Co-designers Adèle Mildred and Gabrielle Djanogly become the 11th occupants of the space in the arcade and are presenting Hood London’s AW22 hat and eyewear collaboration collections. 

Since 2019, the brand has collaborated yearly with artist/performer Dita Von Teese and the third collection to date will be introduced at the pop-up space on Friday 18 November. The brand also has an extensive list of collaborators/ambassadors including designer Richard Quinn, Kate Beckinsale, Caroline Issa, Eleanor Tomlinson, Lou Doillon, Kat Von D and Ellen von Unwerth. 

It becomes the label’s first physical store, “allowing clients to experience the brand like never before”. Alongside the latest collection, the store will also feature classic pieces, including its Lula heart beret and the signature Bergman fedora, “while offering an insight to the details that underpin the eco-conscious duo’s on modern silhouettes, craftswomanship and sustainability”. 

During the month, Hood London is also introducing wigmaker and celebrity hairstylist Sarah Necia to the pop-up every weekend to style hair in the basement area, by appointment only.

Mildred and Djanogly said: “Being in such a historically fashion-focused part of London for our first ever pop up is incredibly exciting. We make hats that we want to wear. Most women have a pair of shoes and a bag that they treasure, their 'go-to' accessories. We want them to have a hat they love too. Sometimes functional, sometimes frivolous, because dressing-up is part of growing up.”

The 12 Piccadilly Arcade project is a partnership scheme between Westminster City Council, landlord GPE, Heart of London Business Alliance and Appear Here, using vacant retail space to enable small-scale businesses, homegrown brands and emerging creative talent to showcase in a store in Central London.

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