LONDON — East London label House of Sunny blew up last summer when Kendall Jenner wore its knitted Hockney dress, retail price 100 pounds, on Instagram.
Its psychedelic patterns, pastel hues and retro flair were quick to resonate with a young audience looking for optimistic designs that retained the comfort factor — and looked good in pictures, too.
More than a year later, the brand — which declined plenty of investment offers, according to designer Sunny Williams, and is staying independent — is still going strong and looking to further establish its business beyond the digital realm and its 627,000 Instagram community.
Williams is starting with two new physical retail locations in London, opening this week and aiming to highlight the craft behind House of Sunny products, its contemporary design vision and sustainable credentials. His ultimate intention? To prove that beyond the Instagram hype, this is a brand that’s here to stay.
Translating the world of the brand into the physical realm is a big part of the storytelling process. That’s why the indie label is simultaneously opening the doors to a permanent flagship space in its East London neighborhood, as well as a temporary space in Mayfair’s South Molton Street, just a stone’s throw away from Browns and the mega brands on Bond Street.
The aim is to test the central London location and turn the store permanent, if it performs well. An international tour in locations like France and the U.S., where the brand’s swirl prints are high-in-demand, is also in the works.