Once upon a time there was a girl called Lola, based in that epicentre of cool – East London’s Brick Lane.  Of course she embodies utility luxe to a T. Story of Lola is in fact a brand new label that has just launched, one that partners feminine chic with a certain easy-going, laid-back tone. Look back in languor… Thus quirky, draped silhouettes lend themselves to be easily transformed from day to evening. A touch of lippy and our Lola is good to go.
Lola has a constant and ever evolving look that is off-duty yet still raking up the style credentials, whether adorning herself in her favourite grey marl roped hoody or roughly pleated harem trousers, accessorizing this killer ensemble with a low–slung floral neck scarf or a snood with some chains, always changing the look and vibe in an instant, making Lola a story of never ending possibilities…

Available from Mags & Pye, 164 Brick Lane, London E1. 020 7247 9220

Words by Zara King

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Mags & Pye, Story of Lola,