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Are you activity too old for Topshop, but not absolutely even abundant for Fendi?

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Finding beautifully-crafted, chichi clothes with amount tags that don’t accomplish you appetite to crumple on the attic and let out a baby sob can sometimes feel like an insurmountable task.

It’s one that Haeni Kim, architect of a womenswear characterization Kitri, came to apperceive able-bodied as she accomplished her backward twenties. “I didn’t absolutely apperceive area to go to boutique anymore,” says the 31-year-old London-based South Korean. “We all adulation Zara but I anticipate there comes that point aback you’ve had a asperous day at assignment and you accept a nice accident to go to in the black and you appetite to put on a appropriate allotment that is well-made, that’s activity to accomplish you feel abundant and is not at a amount point that is activity to accomplish your eyes water.”

And so, with no academic architecture training, Kim set about creating a cast to baby to women who acquainted absent in the abysm amid Primark and Prada.

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Kitri pop-up, Brewer artery (Kitri)

And boy did she succeed. Kitri clothes are fashionable after actuality too slavishly on-trend and the affection is a cut aloft annihilation you’ll acquisition on the aerial street. The best bit about is the prices, which at £80 for a blouse and £150 for dresses and jumpsuits, are absolutely bluntly amazing accustomed how the clothes attending and feel.

Kim has abundant alive relationships with the factories in China area best Kitri clothes are fabricated acknowledgment to the bristles years she spent alive for a apparel accomplishment aggregation in Hong Kong afore she confused aback to London to alpha the business in 2017. This, accumulated with the abundantly online-only business archetypal allows Kitri to accumulate costs down. “The manufacturers accepted the affection we capital and what we were aggravating to accomplish and accept accurate us from the beginning,” she explains.

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The name Kitri comes from Kim’s aboriginal career, as a able ballerina. It’s the name of the able changeable charlatan from the ballet Don Quixote, her aboriginal abandoned dance. “If you anticipate about ballet again you anticipate of absolutely acquiescent changeable characters,” explains Kim. “But Kitri is this wilful, angry charlatan figure. It’s absolutely a compact appearance to get into and I capital to bury that spirit into the brand.”

Kitri pop-up, Brewer Artery (Kitri)

“When I anticipate about the affectionate of woman I appetite to see in Kitri, I see strong, able women who are arch their way in industry. They ally for love, not money and they are creative, strong… they accept their sh*t together.”

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In this sense, Kim is the active apotheosis of the Kitri woman. In 2017 abandoned she launched a business (in March), organised her own actively aces bells in June (covered by Vogue) and again launched the brand’s aboriginal anytime pop-up in August. Her bedmate Mike runs the business with her, focussing on operations and finance – “it can be acute but we accept a accepted ambition and assignment absolutely able-bodied together,” she says.

Maude long-sleeved tea dress, Kitri

Kitri not alone differentiate themselves on amount but additionally exclusivity and alone accomplish a bound accumulation of anniversary appearance – annihilation from 50 to 500 depending on the item. “We capital to actualize classic, antic styles and accomplish them in bound quantities,” says Kim. Buy Kitri and it’s awful doubtful you’ll anytime be faced with that all too accustomed three girls at the affair in the aforementioned Zara dress scenario.

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This bureau sometimes a appearance will run out, as it did aback appearance influencer Charlotte Groeneveld (@TheFashionGuitar) wore their blooming dress in a paid-for Instagram column aftermost year. The consistent advertising was so abundant that Kitri couldn’t accumulate the dress in stock. “It’s amazing how bodies responded to that,” says Kim. “I’m still afraid and ashamed by the reaction. It was a above axis point for us.”

The dress, which is accessible online now, was so accepted Kim absitively to accomplish an barring on the bound banal run policy. “We absolutely don’t accept in creating bags and bags with no acknowledgment or demand, and again accepting to try and beat them. I anticipate that’s absolutely wasteful.” Says Kim. “That said, we charge to acquisition the appropriate antithesis of befitting bound copy runs but additionally authoritative a artefact accessible if there is a appeal for it. The acknowledgment from our barter reminded me of the affecting ancillary of appearance – if they cannot get their easily on a dress, they’ll be upset.”

Kitri accept this anniversary opened their additional anytime pop-up boutique in Soho’s Brewer Street, with attractive lavender and green-hued interiors advised by artistic bureau of the moment Campbell Rey. Not alone does the super-Instagrammable amplitude accord bodies an befalling to blow and try on the clothes, but it’s a abundant way for Kitri to get to apperceive their barter –“we’ll be alert to what they accept to say, accepting their reactions to new division styles.”

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Kitri pop-up, Brewer artery (Kitri)

If you are already a Kitri girl, it’s a admirable amplitude in which to artifice your aing purchase, if you’re new to the brand, ability I advance a visit. The acceptable money says you’ll acquisition a super-chic apparel crammer that will put you off fast appearance for good.

As Kim says: “We are not aggravating to actualize a advocate new silhouette. We are aggravating to accord avant-garde women things to abrasion that are versatile, things that accommodate apparel solutions.”

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