英國時裝總有她迷人的地方，可以像王室貴族那樣優雅溫文，亦可以像地下街頭那樣搖滾瀟脫。就連購物，英國花樣十足，不像香港充斥一式一樣死板的店鋪以及引進乏味的設計款式，或許，那個五光十色的八十年代，早已不復存在。
在英倫，時尚分子可以走進Harrods、Selfridges、Liberty等知名百貨公司，亦可以涉足次文化的時尚領域，以倫敦維多利亞車站僅一街之隔的Eccleston Yards為例，當中有一家名為50m London商店，帶來全新零售體驗，他們販賣的牌子幾乎說不出口，全因都是新興設計師的設計，為一眾生力軍提供有意義的實體平台。
50m London
HARDEMAN, Fashion Brand
ELLISS, Organic & Recycled Brand
JUSTINE CLENQUET, Eponym accessory brand
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@maisiegoulsbra and @sila.lua shining in M'A at the casting party at @50mlondon⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Captured by @kailashbharti ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #maboysandgirls #lfw #lfwm #queer #nonbinary#upcycled #recycling #art #collective #nonbinary #luxury #fashion #luxuryfashion#london #conceptstore #reconstructed #sustainablefashion #zine#photography #experimental #design#productdesign #reuse #remade #50m #remade #marquesalmeida #londonevent
A post shared by 50m (@50mlondon) on Jul 14, 2019 at 5:00am PDT
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Another pose struck! During our Styling by Child photobooth with Masha Mombelli @mashamombelli at @50mlondon ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #styling #random #chance #spontaneous #young #kids #funforall #activites #fashion #kidsfashion #creative #designers #conceptstore #london #duranlantink #congregation #50mlondon #designer #craft #concept #luxury #luxuryfashion #newdesigners #styling #upcycled #conscious #earth #story #life #fashion
A post shared by 50m (@50mlondon) on Jul 11, 2019 at 7:08am PDT
50m London表明其靈感來自Kensington Market，一個因出售非主流而聞名的室內市場，陳列六十至九十年代的時裝設計，為一群富有才華的設計師，以及鍾情亞文化的時裝迷提供交流和交易的地方。當年川久保玲與Adrian Joffe開設的Dover Street Market，同樣以Kensington Market為靈感；老實說，今天DSM旗下的品牌，已經由非主流成為主流，本質或多或少有點改變。
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@marques_almeida is coming to 50m for a limited time!! We will host a exclusive collection of key archive pieces curated by Marta and Paulo for July. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ To celebrate the launch, we'll be hosting a 'Casting Party' on 4th July in London to find M'A Boys, Girls, Trans, Gender Netural to join the M'A Family and be apart of our AW19 show! We can't wait to meet you all! **Spaces are limited and will require an rsvp**⠀⠀⠀⠀⠀⠀⠀⠀⠀ #MAFAMILYCAST #MACASTCALLFORALL⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Email: rsvp@50-m.com ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #maboysandgirls #lfw #lfwm #queer #nonbinary#upcycled #recycling #art #collective#subculture #nonbinary #luxury #fashion #luxuryfashion#london #conceptstore #anonymous#reconstructed #sustainablefashion #zine#photography #experimental #design#productdesign #reuse #remade
A post shared by 50m (@50mlondon) on Jun 20, 2019 at 10:00am PDT
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For this year's London Design Festival, 50m has teamed with experimental artist Ying Chang to curate an exhibition of both past and present work, blending the lines between art & design.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ The exhibition will include an immersive installation of Chang’s work, featuring items for sale.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Dates: 14-22 September ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ @yingchangcouk⠀⠀⠀⠀⠀⠀⠀⠀⠀ @l_d_f_official
A post shared by 50m (@50mlondon) on Sep 15, 2019 at 6:00am PDT
因此50m London的出現，無疑是有點當代意義，特別是當下不同形式的品牌如流水式湧現，新生代設計師確實需要有空間讓作品得以曝光。50m London是一個活動和展覽空間，設有咖啡廳和室內酒吧。官方表示商店旨在為客戶和設計師創建一個社區，以提供不斷發展的購物體驗。 該空間定時舉辦特別活動，包括來自各個領域的創意人士主持的講座，研討會和表演，猶如一個時尚版文創區。
ELLISS, Organic & Recycled Brand
B A R, Jewelry Brand
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Black Lives Matter. This is George Floyd who was murdered by a white police officer on Monday who knelt on his neck for 8 minutes 46 seconds until he died whilst he pleaded to them “I can’t breathe”. At 50m we are in solidarity with the brave activists in the US and here in the UK fighting for justice and the right to live in peace and safety. We are in solidarity as a collective of designers and customers with those who have to navigate injustice and racism in their daily lives. At 50m we believe that white people are responsible for allowing the ideas and systems of white supremacy, racism and colourism that lead to these brutal murders to persist and it is our job to dismantle them. We will be spending the coming weeks learning, listening and continuing to work out how 50m can do more to help dismantle the inequality and racism that exists in fashion. Fashion and design have borrowed and sometimes exploited so much from black people’s style and culture that is not ok to celebrate an aesthetic one minute and then keep our mouths shut when basic human rights are denied. If you want to help bring justice for George’s death and support work in Minneapolis please donate to, follow and support the following organisations in the US and UK. https://www.gofundme.com/f/georgefloyd @blklivesmatter @blackvisionscollective @reclaimtheblock @unicorn.riot @takeactionmn @56blackmen @colorofchange Read and follow @rachel.cargle @nowhitesaviours @renieddolodge #blacklivesmatter #justiceforgeorgefloyd #untilweallwin#
A post shared by 50m (@50mlondon) on May 31, 2020 at 4:06am PDT
50m London引入不少小眾品牌如BAR、ELLISS、JUSTINE CLENQUET等等，當然亦有一些品牌由小眾而獲得關注，以Daniel W. Fletcher男裝品牌為例，因為參與Netflix時尚真人騷《Next in Fashion》而聲名大噪。而令我最為欣賞的，莫過於是正值Black Live Matters #BLM 運動，50m London早前宣布暫時關閉線上商店數天，藉此表達他們對全世界黑人的聲援，並反對種族主義。官方發言人表示：「單是反種族主義是不夠的，我們必須反對種族主義。 我們將在接下來的幾周中花時間學習，傾聽並繼續研究50m如何做得更多，以消除不平等現象並堅定反對種族主義。」販賣小眾商品從來是艱難的一條道路，但50m London選擇此時此刻為社會公義發聲，無疑值得支持。
50m London
Unit 14-15 Eccleston yards, Belgravia, SW1W 9AZ, London
