Jenny Sprei’s Savoir Shop brings a playful take on womenswear. Maurice Mullen investigates her mantra of “fashion to know and enjoy”.
Jenny Sprei is a force of nature. The job of any style commentator comes with a set of expectations, particularly when interviewing an experienced former fashion buyer whose career encompassed roles at Selfridges and Liberty, but, as an entrepreneur, Sprei magnificently subverts every assumption. In her words, “Most businesses are focused on profitability and this doesn’t always go hand in hand with being creative or risk taking. Launching Savoir Shop was therefore a very strategic but rebellious response to this! No more conformity and unapologetically niche!”
For those customers who want to find something truly exciting and different (or as Jenny Sprei puts it, “statement, dopamine and the unseen”) Savoir eschews the minimal and ‘safe’ in favour of fashion as art and celebrates the exhilaration of new discoveries. Whether it’s a pink tulle skirt from the Japanese brand Microwave (“Wear it to Tesco!”) or a statement bag simply to elevate jeans and a t-shirt, Savior is the digital dream space to provide inspiration and evoke joy.
From the left: organza tiered tutu skirt by Microwave; beach playa bag by Shicato; silver leather jacket by Popski.
It’s a philosophy shared by Sprei herself who gleefully embraces the worldview of her style icon, the late Iris Apfel who famously claimed that, “more is more and less is a bore”. With thirty-one brands currently to choose from there really is something for the maximalist in everyone and Sprei is hands on in styling every shoot and fulfilling the requirements of even the most demanding customers.
“I had an unexpected phone call before Christmas from a stylist who wanted 25 of my silver leather jackets for the Joy Awards in Saudi Arabia within two weeks. What a thrill to make that happen!”
In these times of gloom and disenchantment, isn’t now the time to see the world through different eyes and experience the extraordinary?
Find your Savoir look HERE.
Show Comments +