e.l.f store opening in Cardiff

e.l.f cosmetics have opened their very first European store and guess where it is! Only bloody Cardiff! Morgan arcade has welcomed the global beauty brand into it's beautiful arms and celebrated with an amazing store launch party last night. 

We were obviously welcomed by delicious cocktails and canapes and were given the opportunity to browse the new shop and products. The new store is delicately lined with the vast array of products that e.l.f now showcase, including some beautiful new nail varnishes which can be found displayed in gigantic glass jars. 

I first found e.l.f when I was around 17 (I think) when me and my friends at school realised that we could buy some amazing eyeshadows and blushers for £1.50! My first haul from e.l.f was around £15 and I had so much to show for it. Since then, we've all continued to follow the brand and watch it grow. It's amazing to see it finally open a store in the UK and even more amazing that it's on mine and the girls' front door. 

So why did they choose Cardiff you ask? You might not know this, and neither did I until a few days ago, but when e.l.f came to Britain in 2007, it was actually run (and still is run) by Welsh brother and sister team, Neil Phillips and Jo Westlake in Swansea! Neil and Jo both said how grateful they were for everyone's support yesterday and it was so lovely to hear. 

So if you haven't already checked out the new store, then you seriously need to pop in and have a gander. It's in the beautiful Morgan arcade which, if you haven't been to Cardiff before, is one of its many Victorian arcades which are mix of independent and high end brands. Absolutely adorable. 

Have a look at e.l.f's products and see if you can guess which lip stain I was pouring my heart over! Hint: it's not my usual red! 

By Mimi

Label and store launch: & Others Stories

Say hello to & Other Stories,  the incredibly innovative new store from the guys who brought us our high street faves, H&M, and your new cult shop. Don't believe me? Just visit the site for yourself. 

The store, which launched online today and opened in Regent street this week, is apparently going to change the way us bloggers and general fashion folk shop. They've decided to ditch the seasonal trends that we are so used to following and instead introduce four "stories" or trends which will evolve and change from season to season. We have "Minimalism and Contradiction" which are classic chic, vs "Industrial and Effortless" which show off your edgy side.

I've literally fallen in love. Yes, & Other Stories may be a little bit more expensive than H&M, but they do offer some beautiful items which have a classic luxe look to them. The simple designs mean that you carry the styles from season to season by putting your own unique style into your look. I've already placed 4 clean cut tees and a few bags into my shopping basket! 

By first glance, even the website is offering something different to your usual high street shop, with clear street style and blogger vibes going on to showcase the collections. Definitely a new way to show off designs and clearly paving the way for high street shops. 

colour block dress £65

Every once in a while, a beautifully innovative and exciting new way of shopping comes along and I think this is a huge step for fashion retailers. For months, if not years, the industry has been listening and monitoring how bloggers work and purchase their fashion in the form of magazines featuring street style blogs/pictures and bloggers being invited to events such as London Fashion Week, now it seems as though their influence has shifted over to retail, which is both exciting and very interesting. 

"She wears things that feel right to her and reflect her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing". - & Other Stories

What is even more interesting is that & Other Stories also shy away from personal shoppers in their store, opting for a more personal style led shop whereby customers are led by their own unique styles, which we see in street style blogs, and not so much of the industry's trends. What this means for designers is another question. 

 leather shoulder bag £65

"Today, a woman with a love for fashion creates her own style". - & Other Stories

You NEED to check them out. TRUST me.  And then maybe comment and let me know your thoughts? Just another shop? Or an exciting project?

Twitter: @miaholt Instagram: Mia_Holt