Its been two month since École Boutique has opened its doors to the public, but nevertheless there is more to discover in this boutique that has captured our attention with its fascinating portfolio of local designers.
“You will only sell something if you really love it, ” exclaims owner and designer Viola Jaeger, whose treasure of a shop creates the perfect retail platform for many fashion designers here in Berlin. The boutique is comprised of Jaeger’s own treasured items, which includes a large antique suitcase she bought in Paris that now serves as a statement decorative piece. École was thought through down to the very last detail with advice and planning from architect/interior designer Adrian Bleschke and Wooden-Berlin, making Viola’s latest creation more than just a clothing store; the space is reminiscent of a well-curated gallery that enriches our retail experience with its daring designs. With its working team comprised of designers, École creates a shopping experience that is rare to find these days.
The boutique offers a selection of high end ready-to-wear collections and limited edition pieces, with a focus on edgy yet elegant garments that utilize innovative textiles. Berlin labels such as Dawid Tomaszewski, DSTM, Isabell de Hillerin and Viola’s own Très Bonjour are a large part of the talented international mix on offer. Newcomers like Commeonveut (Berlin), Chaca (Copenhagen), Moga E Mago (Berlin), Una Burke (London), Sammler Berlin (Berlin), Thomasine Barnekow (Sweden) and Lunettes Sunglasses (Berlin) complete the lot.
It was inspiring and refreshing to meet a shop owner whose vision is not dictated by sales and numbers, bur rather driven by a love for the art and craft of design. As the city burgeons in retail, Ècole is a unique destination for those looking to discover new talent and mingle with young creatives who know the Berlin fashion map like the back of their hands. Keep an eye on this one!
Torstrasse 310119 Berlin