John Lewis pop-up shops at first vintage festival

The department store chain John Lewis will be opening pop-up shops at Vintage at Goodwood, a new festival celebrating fashion, music, film and art from the 1940s to the 1980s. The festival, which takes place from 13 to 15 August at the Goodwood

estate in Sussex, will include performances by Earth, Wind and Fire and Paloma Faith among others, and is expected to attract collectors and purveyors of vintage fashion from each decade.

Vintage at Goodwood is the brainchild of designers Gerardine Hemingway MBE| and Wayne Hemingway MBE,| who started their business selling and customising second-hand clothes before turning their creative talents to architecture – the entrepreneurial couple are now co-owners of Britain’s premier collection of cultural artefacts|.

Wayne Hemingway, co-founder of internationally known Red or Dead fashion house, describes it as “all about fashion and glamour and great food”.

John Lewis will have a pop-up shop in the festival's 'high street' and Waitrose will be opening a cocktail bar.

Caroline Worley, Assistant Promotions Manager at John Lewis, says the aim is to increase footfall and hits online after the event: “It's a great opportunity to raise our profile,' she says. “It's going to be very different to most other festivals, with a focus on 'five decades of British cool', and the customer profile for the festival is in line with John Lewis's.”

The pop-up shop will stock selected John Lewis products, with areas dedicated to sewing workshops, fashion and furnishing advice. “The festival is all about vintage fashion, so we're also bringing in ranges by Celia Birtwell and Joe Casely-Hayford, vintage jewellery and Hunter Wellingtons,” adds Worley.

Vintage at Goodwood is also teaming up with a host of other brands and partners including the British Fashion Council, V&A, Grazia, Oxfam and the Fashion and Textile Museum.

Tickets start from £55. Visit the Vintage at Goodwood website for more information.

Picture credit: Vintage high street courtesy of Vintage at Goodwood