Folklore, punk, sportswear and teenage nostalgia come together at a new East London Clubhouse, celebrated in a campaign starring Violet Grohl.
Part boutique, part creative playground, the space reflects the eclectic identity of a label that has turned fashion into a world of its own. Opened in August at 84 Teesdale Street, the Clubhouse is a meeting place for creativity, craftsmanship and community, now celebrated in a new campaign by Chopova Lowena, starring musician Violet Grohl and photographed by Grace Difford.
At the heart of this eccentric universe is Petal, the Clubhouse mascot, featured on exclusive tees, bandanas, socks and accessories. Vintage curiosities, custom furniture and traditional Bulgarian textiles reflect the heritage and playful spirit of the British label, founded in 2017 by Emma Chopova and Laura Lowena-Irons. The store also features a Skirt Bar, where visitors can customise the brand’s signature carabiner skirts with deadstock and vintage fabrics.
The choice of Grohl feels particularly fitting. The musician, who released her debut album ‘Be Sweet to Me’ earlier this year, embodies the connection between fashion and alternative music that has always informed Chopova Lowena’s aesthetic. Her presence reinforces the campaign’s youthful, unconventional spirit.
The Clubhouse brings the label’s commitment to craftsmanship, experimentation and personal expression into everyday life. With room for creativity and shared experiences, it offers the Chopova Lowena community a place to meet, exchange ideas and make its distinctive world their own.
–
Follow us on Instagram @veinmagazine
