SuperTrash Opens its First London Flagship

Don’t be dissuaded by the name, SuperTrash is anything but trashy. ‘The SuperTrash girl is confident, ambitious and free-spirited,’ Dutch Creative Director, Olcay Gulsen, told us last night at the official opening of the brand’s first London flagship. Nestled amongst Sandro, Browns, Zadig & Voltaire, and a host of other upmarket boutiques, SuperTrash adds a boho nonchalance to the slick shopping destination.

‘It’s sexy and feminine but its got a really cool edge to it. Every piece has lots of personality,’ say Olcay, oozing with coquettish self-assurance herself. Born in LA, but brought up in Amsterdam, the brand is the perfect blend of relaxed Dutch styling and Hollywood rock n’ roll: think leather waistcoats slung over gypsy-fringed dresses, super-fine knits with faux fur gilets and metallic python print trousers with suede booties, as well as a great mix of elegant evening wear and polished tailoring. Prices range from £25 for jersey tops to £300 for embellished or leather jackets. Jeans are around £45 and a maxi-dress will set you back about £100.

A bevy of familiar faces, such as The Saturday’s Mollie King and Vanessa White, were in attendance, bedecked in some of this season’s key styles. Olcay reveals other fans of the brand to be Victoria Beckham, Nicole Scherzinger and Kim Kardashian. Meanwhile, old skool style icons like Jane Birkin and Serge Gainsburg adorn the walls of the dark, New York loft-style boutique.

‘Just being a brand is not enough anymore, we offer people a lifestyle,’ says Olcay, referring to the brand’s jewellery, lingerie, perfume, girl’s line, blog and magazine. ‘We show other brands in the magazine because we want to educate people on fashion, not dictate what they should wear. Fashion is about enjoying your life and being free to create your own look.’