50m is an experimental concept store specialising in contemporary fashion. Devoted to supporting and showcasing emerging designers, 50m champions new designers by providing affordable space in a luxury area to sell and present their collections, and in turn, presents a carefully curated edit of the most covetable products and latest fashion innovations.


Unit 14-15, Eccleston Yards, London

50m, a new experimental concept store dedicated to supporting and showcasing emerging designers has opened today in Belgravia, west London. London-based artists Something & Son have converted a disused garage in Eccleston Yard into a shared store that can feature up to thirty up-and-coming designers at one time.

Conceived as a solution to sky-high shop rents in London, 50m offers talent of the future a place to spotlight their work in one of London’s most sought-after postcodes in return for an affordable monthly fee. For shoppers, 50m provides access to some of the most exciting up-and-coming and radical fashion designers in London, with the benefit of knowing that the designers are receiving a fairer deal.

50m’s opening members’ roster includes some of the most exciting emerging names in the industry, including menswear designer Daniel Fletcher, womenswear designer Ryan Lo, leather accessory designer Alfie Douglas, emerging menswear label DANSHAN, womenswear designer Faustine Steinmetz, London College of Fashion graduates Laundry Service, sustainable fashion advocate and designer Bethany Williams, and contemporary jewellery studio Jakhu Studio.

50m – a name taken from the 50 metres of clothes rail that runs throughout the unit – can showcase up to 30 designers at any one time as well as offer a shared working space and a place to hold meetings with potential clients. The clothes rails also use a tracking system which automatically notifies each designer when a piece from their collections is tried on or bought, giving them instant feedback even when they are not able to be present in the store. Alongside retail, the space is open to all as a venue for hosting events and will soon open a café and in-house bar specialising in lighter ABV beers and smaller serves.

50m offers an eclectic programme of workshops and talks aimed at offering advice and support to emerging designers. Members have access to almost 30 industry and business mentors to inspire and provide them with the necessary knowledge and tools to help their business grow. Mentors include Consultant Nick Dunn, entrepreneur Alison Lowe MBE, photographer Peter Yip, PR Manager for Victoria Beckham Florence Shippey, Executive Director of the Institute of Innovation and Entrepreneurship Jeff Skinner, and London-based pattern cutter and designer Arena Page.

The project has been conceived by Something & Son, a collaborative and activist led collective working across art, design and architecture, creating diverse work that is socially and environmentally driven. Their current projects include A Common Ground at Tate Britain, an imaginative and thought-provoking community garden, Peckham Palms, a new arcade and regeneration project in South London, and Fossil, a house-sized sculpture made from recyclable materials in Milton Keynes.