Experience a one-of-a-kind shopping adventure this festive season with the highly anticipated return of Choose Love on Regent Street.
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This Christmas season, the highly anticipated Choose Love shop returns to Regent Street, inviting shoppers to explore an array of exquisite fashion and beauty items. This charitable pop-up store has quickly become a holiday staple, featuring a carefully curated collection selected by renowned celebrity stylists.
Now in its second consecutive year at this iconic location and its eighth year overall, the Choose Love initiative was co-founded by Dawn Porter, Josie Naughton, and Lliana Bird. Previous editions of this “Ultimate Charity Shop” garnered support from numerous high-profile personalities, including Harry Styles, Olivia Colman, and Phoebe Waller-Bridge, solidifying its reputation as a must-visit destination.
Celebrity stylists curate unique gifts for a noble cause
This year’s shop showcases an impressive selection of items chosen by a talented group of stylists: Aimée Croysdill, Holly Eva White, and Felicity Kay. Each stylist is recognized for their work with A-list celebrities, ensuring that the collection reflects both luxury and style.
For instance, Felicity Kay has shaped the looks of Paul Mescal, while Holly Eva White has contributed to the fashion success of the Bridgerton cast.
A holiday gifting boutique with a purpose
In addition to fashion and beauty offerings, the shop introduces the Choose Gifts boutique, encouraging shoppers to think of their loved ones during the season of giving. This initiative serves as a refreshing alternative to the rampant consumerism often associated with the holidays. Every penny spent at the Choose Love shop directly supports refugees and displaced individuals, providing essential supplies and life-saving interventions.
Last year, the Choose Love shop partnered with over 100 prestigious brands, including Miu Miu, Prada, and Christian Louboutin. This year’s lineup promises to be equally impressive, showcasing a diverse range of items that cater to various tastes and budgets.
A unique shopping experience with a twist
Beyond shopping, the Choose Love experience is enriched by its immersive atmosphere. The shop features a thoughtfully designed setting, created by Misty Buckley, known for her work on the acclaimed musical *Wicked: For Good*. A cozy coffee shop will also be present, serving high-quality brews from the esteemed east London espresso experts at Allpress.
Join a movement of compassion and solidarity
Aimée Croysdill expressed her excitement about this year’s collaboration, stating, “It’s our third year curating the Choose Gifts shop for Choose Love and somehow we’re even more amazed than before. So many incredible brands have joined us again, from big-name luxury houses to small independents. This might be our best year yet; the handbag selection alone is unreal! If you’re looking for Christmas gifts, this is where you need to be.”
This sentiment resonates with Josie Fernandez-Marelli, co-founder and CEO of Choose Love, who emphasized the importance of unity and action during challenging times. “At a time when the world can feel especially dark, it’s more critical than ever that we come together in solidarity, compassion, and action to support refugees and displaced people this winter,” she said. “This shop is a place to do exactly that – it really is the ultimate charity shop, where every purchase makes the world a better place.”
