Last night GLAMOUR went along to The British Heart Foundation's pop up fashion shop in London's Covent Garden to celebrate the collaboration with Youtuber Victoria Magrath (aka Inthefrow).
The store - located in Seven Dials, Covent Garden - opens today, and will continue until 11 June. At the bash last night, Victoria was joined by her boyfriend, some of her besties, and some of her fellow Vloggers; Louise Pentland from a Sprinkle of Glitter, Niomi Smart and Lydia and Lucy Connell.
DJ Zoe London was also in attendance - providing the tunes for the night.
The shop #INTHEFROWxBHF - sells fashion items mainly donated by Victoria, as well as donations from other high profile bloggers. The shop will also feature on-trend pieces from the BHF's 750 shops throughout the UK.
The project came after Victoria donated some of her clothes to one of the charity's shops and tweeted about it. The charity noticed and got in touch to thank her and Victoria responded to say she would be interested in working with BHF further.
Victoria said: "The pop-up shop has provided me with a great opportunity to raise even more money for the BHF to help fund their vital research. I hope lots of people come and visit the shop while it's open to pick up some great bargains and support the fight against heart disease".
#INTHEFROWxBHF is located at 35-37 Neal Street, London, WC2H 9PR. The shop opens on Friday 3 June at 11am and will run until Saturday 11 June.
Opening hours: Monday- Saturday (10am-7pm), Sunday (10am-6pm).
Read our interview with Inthefrowhttps://www.inthefrow.com/ here.
