MUST DO: Dagny at Curated Crowd, Herrick Gallery W1

This Mayfair pop-up featuring sustainable designers runs for a fortnight in December

A model wesring a dress called Zady, a piece by designer Dagny


nto fashion and care about the environment too? Course you are-slash-do. So check out the temporary clothing store heading to Piccadilly’s bare-brick Herrick Gallery early next month.

As part of the Curated Crowd – a platform for emerging talent – label Dagny London, whose fans include Jodie Whittaker, Donna Air and Niomi Smart, will be setting up shop in Mayfair for a fortnight alongside other creatives including eco-friendly womenswear brand Bozena Jankowska with her high-end luxury tailoring.

What’s Dagny’s ethos? Conscientious design using ethically-sourced materials, and a responsible approach that minimises the manufacturing footprint. What’s more, they partner with women-owned and operated factories and donate a portion of their profits toward research and development of new sustainable practices. In short? They aim to ‘produce garments as eco-consciously as possible’. Fair enough.

The collection includes floral prints and silky jacquard separates: we love Zady (pictured above), a smart, sophisticated button-front dress with stand collar and cuffed sleeves.


Various events are planned throughout the two-week showcase such as panels and breakfast talks. Plus, you can of course purchase items from the range with the knowledge that as well as looking fabulous, the piece is toxin-free and made from traceable fabric.

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Curated Crowd Holiday Edition Mayfair pop-up takes places 4th-16th Dec, 11am-7pm at Herrick Gallery 93 Piccadilly W1J. Follow @curatedcrowd for more (or online here); info on Dagny here.

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