Chopova Lowena Taps Violet Grohl for its New Clubhouse Campaign
Offering a closer look at the brand’s ever-growing universe.
Chopova Lowena is giving us another reason to visit its East London Clubhouse. The cult-favorite label unveiled a new campaign celebrating its first-ever retail space, starring Violet Grohl and photographed by Grace Difford. Bringing the brand’s playful universe to life, the imagery offers a closer look at the world of the Chopova Lowena girl and her ever-growing community.
Located at 84 Teesdale Street, the Clubhouse opened in August as a meeting place for all things Chopova Lowena, complete with custom furniture, vintage curiosities and plenty of unexpected details. At its center is Petal, the brand’s club mascot, who features across an exclusive collection of striped tees, camouflage bandanas, stickers, socks, boyshorts and caps.
Staying true to the label’s signature mix of folklore, sportswear and subculture, the collection brings a fresh dose of personality to everyday essentials. Visitors can also get creative at the store’s custom Skirt Bar, where they can design their own Chopova Lowena skirt using a selection of deadstock, vintage Bulgarian and new textiles.
Beyond the clothes, the Clubhouse reflects the designers’ commitment to craft, community and sustainability, with recycled materials and traditional techniques continuing to shape the brand’s approach and enduring cool-girl vibe.
Check out the campaign above and head to the brand’s website for more.
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