Our Daily Edit // Part 1

I've teamed up with writer Emily Sneyd and photographer Beckie White to bring you this post on new Brighton boutique Our Daily Edit --- 

Interview by Emily Sneyd

ODE is the baby of Ella Wells and her partner Marc Lewis. Both have a background in television, but Ella had previously worked in fashion, and moved down to Brighton to be with Marc two years ago with the dream of owning a clothing store together. And they managed to score an absolute gem of a location, on the very desirable Ship Street in the heart of the South Lanes.

Since the boutique opened in February I was keen to find out more of ODE’s story, so I grabbed a few minutes with Ella to chat. She says:

“We both felt there was a need for a shop that brought emerging and exciting new designers down to Brighton. A place where people could feel inspired and discover brands they hadn’t seen before.”

And it’s evident that the actual shop interior is very important to them, to make it a relaxed but fun space to shop in. From super-cool, colourful clothing hooks by HAY in the changing rooms to mini cactuses that adorn the surfaces - the store is bright, airy and inviting.

So with the fashion world saturated with incredibly talented designers, how on earth do you pick the right stock? Well it wasn’t easy, Ella explains:

 “It took months of research and planning! We wanted to offer a variety of brands that sat well together. We visited trade shows, attended fashion weeks, knocked on agency doors and scoured social media to find the most exciting, original and wearable designers out there.”

ODE has worked very hard to bring you the best edited collection of brands from all over the globe.  So which designers are her favourites?

“For womenswear we really love Marina, especially her one size Alphabet tees - and we’re pretty obsessed with Sophia Webster shoes - my favourite are the red satin coco heels - flamingo heaven!”

And menswear? “We think Christopher Raeburn has created some really covetable outerwear from Spring/Summer and Hartford swimwear is a must!”

When I ask whether Ella and Marc’s personal styles influence what they decide to stock, Ella says:

 “We try to buy with lots of people in mind rather than just ourselves but of course our aesthetic does come through – I think we have tried to have a real mix of basic, simple and clean cut styles but also some more vibrant patterns, bright colours & classic styles as well.”

So with all the trends out there fighting for our attention (and our pennies!), what is Ella coveting for Spring/Summer ‘14?

“We’re seeing a lot of sheer fabrics at the moment, brilliant for layering & giving a whimsical look to an outfit. Won Hundred & Dress Gallery have some great basics for this look. And we’re also loving pastel shades, especially our new in LF Markey sleeveless shirts in baby pink, light blue & yellow & mint green – workwear style dressing for modern women. Sweats have been really popular this season and our favourites come from Wood Wood – we love their streetwear inspired shapes and bold statement logos.”

Finally I ask Ella to give me three must-have picks from ODE this season.

“ The Draw in Light cloud print silk swing dress would be on my list – it’s the perfect dress for summer to wear on the beach with flats, over skinny jeans for the day or with an oversized sweatshirt for beautiful summer evenings.

Also on my list would be the Christopher Raeburn quilted raglan bomber – the bomber jacket is one of this season’s key looks and Christopher Raeburn has nailed it with this contrasting sleeve and shimmer blue body bomber.

And finally, the Moxham OTTO cuff in silver – every wrist should be adorned with one of Moxham’s cuffs and we’re loving the new silver colourway of the popular otto cuff.”

Having already snapped up a Moxham cuff and a gorgeous leather Sandqvist bag, and currently lusting over a pair of Sol Sana sandals for Summer, I can confirm that ODE is indeed the place to go for all of your sartorial needs. Get down there people.

Shirt: WoodWood, Sunglasses: Finlay & Co, XENO Cuff: Moxham, (Jeans & mules my own)

Dress: LF Markey, Leather shopper: Sandqvist, Espadrilles: Armorlux, Sunglasses my own)

Leather biker jacket: WoodWood, Dress: Draw In Light, Sunglasses: Finlay & Co, Leather clutch: Sanqvist 

Photography: Beckie White
Styling: Me


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