Monsoon Vintage opens as Portobello pop-up to celebrate 50th anniversary

In a fitting way to celebrate its 50th anniversary, fashion retailer Monsoon has opened a pop-up boutique on London’s famed Portobello Road… where the brand’s story first began.

Half a century on from its original Portobello Road market stall, Monsoon Vintage lands at number 237 with a temporary store selling “rare vintage treasures” from Monsoon and other designers from the era. 

Bay Garnett, ex-Vogue and Manhattan fanzine Cheap Date producer, was creative collaborator on the store, providing a design vision for its fit-out and interiors, complete with velvet armchairs and vintage art, while curating the vintage pieces.

It also displays Monsoon archive campaigns, including rare shoots with Bond actress Jane Seymour. 

Garnett said: “Not many fashion retailers can celebrate 50 years in the business, that's why I am excited to be a creative collaborator on the Monsoon Vintage pop-up boutique. 

“A love of vintage is in my DNA, so it’s been a joy to curate pieces that chart the fashion heritage of Monsoon through the decades. Trends come and go, but this singular and independent brand has remained committed to free-spirited style over five decades.” 

As April is Monsoon’s birthday month, celebrations include an anniversary shoot with Jane Seymour, special events and promotions for Monsoon’s customers, and three special collections. 

This includes the Originals collection that draws on the fine fabrics and rich embroidery that Monsoon launched in February; a collection of beach and casualwear made in partnership with students at the London College of Fashion, launched this month; and a third collection, as yet unannounced, which will be released in May.