When I first started blogging, way back in 2010, one of the first posts I wrote was about my favourite London shopping spots and included a Westbourne Grove boutique called Aimé.
Launched in 1999 by insanely chic French-Cambodian sisters, Val and Vanda Heng Vong for the simple reason they couldn’t get the Parisian labels they loved in London, Aimé quickly garnered a reputation for being the place to go for hotter-than-hot Isabel Marant imports. By the time I visited, the Heng Vong’s start up was an established shopping destination for those in the know, stocking a carefully curated and oh-so-covetable array of French labels including A.P.C and Forte Forte. Since then I’ve been back more times than I can count, bought various items I couldn’t afford in an attempt to look like a Parisienne and even did one ill-fated trial day as a shop assistant.
Given my long running amour for the store (sorry, couldn’t resist) I was thrilled when news reached my ears of a second Aimé opening up in East London, next door to A.P.C, naturellement. I popped along to the opening brunch for a snoop around the shop and can assure any Hoxton based readers that this branch is every bit as divine as the original. I’d definitely recommend visiting asap, but be warned, your bank balance may take some time to recover.
Aimé’s East London outpost can be found at 17 Redchurch Street, London, E2 7DJ.
Love Ella. X