Boutique Alternative

A new shop has opened on the King's Road in London. But this is not just any shop. Elival Fashion Incubator is the antithesis to the classic boutiques that seem to be popping up everywhere. It's owner Valentina Vatistas spent three years researching unexpected and unusual interior designs befor finally opening EFI this summer. The name of the shop combines Valentina's and her mother's name Elizabeth, and is dedicated to the memory of her mother.

The shop stocks women's wear and accessories by designers from destinations as far flung as Colombia, Hawaii, Africa, as well as the US and Europe. Part of the stock is exclusive to EFI, including designs by Stephanie Rapp, Pantelis Mitsu and Francesca Miranda, among others. The store itself included an in-house DJ and staff on hand to model the collections. Furthermore, EFI has a policy of opening its doors by appointment only.

EFI will be hosting in-store promotions and there will be a Shopping Event with the Renaissance Club this novemer.