The final one of our clients to take part in our pop-up shop initiative was AYM Studios, an independent women’s fashion brand. All of AYM’s dresses are designed and manufactured in-house in London. Founder Alie Mackintosh designs the pieces herself, ensuring they are both stylish and practical.
POP! marked AYM’s first step into physical retail, and they embraced the opportunity wholeheartedly. Alie collaborated with textile designer Mia Sylvia to transform the space into a luxurious getaway.
Entry to the shop was ticketed, with both free and VIP options, allowing the team to manage footfall and ensure every visitor received a personalised shopping experience. Customers had the chance to work directly with Alie and her team to find their perfect dress.
On opening night, AYM hosted an exclusive event featuring a live saxophonist, a catwalk show with models, canapés, and more, making for a truly memorable launch.
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The AYM Pop-Up Experience
While eCommerce has made shopping more accessible, buying high-end fashion online comes with challenges—especially when customers can’t see and feel the garments in person. This pop-up allowed AYM’s customers to browse dresses on rails for the first time, feel the quality of the fabric, and try pieces on before making a purchase.
The event also gave customers a rare opportunity to meet Alie herself, the designer behind every stunning piece and a well-known figure online. For many, meeting Alie in person made the experience even more special, especially for those who had followed her journey for years.
During the event, we caught up with Alie to hear how things were going. Read the full interview below.
Interview: Alie Mackintosh, Founder, AYM
J&J: Great. Three, two, one. So, Alie, tell us what inspired the look and feel of this space?
Alie Mackintosh: For this space, we really wanted to create an enchanting atmosphere. We used soft draping, done by an artist called Mia Sylvia and her team, to evoke that feeling. When you walk in from the busy, bustling streets of London, we wanted it to feel like you’re being transported into someone’s bedroom or living room—somewhere cosy and comfortable.
We added elements like the Christmas tree, an oversized bow, candle lights, and twinkling lights on the tree to enhance the festive, enchanting vibe. I think it’s come together beautifully.
J&J: How does it feel to bring your brand to life in a physical space?
Alie Mackintosh: It feels amazing! Seeing customers interacting with our products and having all of our garments displayed like this is incredible. Usually, everything is either being made by the sewing machinists or packed in boxes for customers, so it’s rare for us to see the garments hanging like this.
Seeing all the clothes, the colours, and the fabrics in this setting—it’s a dream come true.
J&J: Tell us about the event you held last night. What was it like?
Alie Mackintosh: It was such a fun evening! We had a live saxophone player who brought an amazing acoustic, jazzy vibe to the space. We also hosted a catwalk through the centre of the room with four models showcasing our dresses.
On top of that, we had canapés provided by J&J Caterers, which were fantastic. It was a great mix of music, fashion, and food—just a really fun and memorable event.
J&J: How has the in-person experience been so far?
Alie Mackintosh: It’s been amazing! Customers absolutely love the opportunity to come in and try things on. The changing rooms have been particularly busy, as people want to try multiple sizes and find their perfect fit.
They’ve also been interacting with our team, learning more about our clothes and where they’re made. Everything is made in London, and that’s something some customers might not know until they visit. We’ve got vinyls on the walls and photos of our sewing machinists in the other room, which helps tell that story.
The feedback from customers has been fantastic so far.
J&J: Why do you think events like this are important, even in today’s online world?
Alie Mackintosh: For our customers, who mostly shop online and through social media, this kind of event makes a huge difference. Online, you don’t get that tangible, tactile experience with the garments. Here, customers can feel the fabrics, experience the weight and softness, and try the clothes on.
When shopping online, customers have to commit money upfront without knowing the quality. In this space, they can see and feel the quality first, which makes a big difference in their confidence to buy.
J&J: What role has J&J played in bringing this pop-up to life?
Alie Mackintosh: J&J has been amazing throughout this whole process. From ordering stock and ensuring the shop is well-stocked to organising the event catering and making sure we have this incredible space in central London—they’ve been so supportive.
The team has gone above and beyond to help us create this experience, and we’re so grateful for everything they’ve done to make it happen.
More from POP!
For more from POP, check out our other “Bringing Brands to Life” videos for The Beauty Crop and Tom’s Trunks.