New Bella Freud boutique in Chiltern Street

Bella Freud has opened her first boutique on Chiltern Street in Marylebone. Only three years since her first pop-up boutique in Bicester Village, Freud's meteoric rise is attributed mostly to her original, much-celebrated knits which have garnered stylish fashion fans from Kate Moss to Alexa Chung.

The shop stocks her trademark knitwear, with pop-slogans and pastel colours inspired by her bohemian upbringing and counter-cultural inspirations. "1970" is scrawled onto the chests of many sweaters: "Je t'aime Jane" or "Ginsberg is God" read the others - references to the Beat poet Allen Ginsberg and Jane Birkin in the music of Serge Gainsbourg.

Capitalising on the unfettered artistic spirit of the '70s, whilst maintaining a popular, mass appeal feels right for the daughter of artist Lucian Freud. And we also love her long-sleeved fine wool jumpers with the inscription: 'psychoanalysis', a reference to her great grandfather, the neurologist Sigmund Freud.

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