Aqua Couture, Victoria Quarter

Aqua Couture/Aqua by Aqua is considered the North’s leading independent retailer, "NO MORE NORTH - SOUTH DIVIDE"-http://www.aquabyaqua.com/About. The brand is said to never follow trends...but to set them; creating clothing that is always in tune with current fashion trends whilst applying their own twist on the style.

Picture by Jade Gallagher

Aqua currently hosts twelve independent designers & brand along with it’s own brand ‘Aqua Label’; this allows for up & coming new talent to have a platform to flaunt their stuff, being under the Aqua name benefits the designers greatly to get noticed quicker.

As the Boutique it’s self is a newly stationed store in the Victoria Quarter; the exterior of the building is classic 1900’s style with mosaic & marble surrounding to decorate; which conflicts with the brands contemporary style. The windows of the boutique are faded out with a large triangle in centre to represent the ‘A’ for Aqua.  

With twelve designer collections in one boutique store all the clothing is squeezed in allowing the maximum of clothing creating a maze-like feel,especially on the first floor, this is to utilise the space however the lack of space can become somewhat overwhelming & reduces the amount of customers in the boutique at any one time which you could say that this implies that only the elite few are welcome in this high priced designer store.

Picture by Jade Gallagher

The menswear & womenswear are displayed separately with men’s on ground floor & women’s on the first floor. However, instead of ordinary hanging rails the clothing is presented on rusted styled piping with temperature dials to decorate, linking in with the brands name ‘Aqua’ & giving a vintage feel to the décor. What I found interesting was, some garments were displayed backwards to reveal detail on the back instead of the usual front way display. The down side to this shop is there’s only one fitting room on the first floor; so ladies.. if it's busy there’d be quite a wait to try on.

           

            This up & coming brand is destined to be a popular collection of designers & boutiques in the near future with their stylish & adventurous clothing as well as their unique décor, proving to attract more & more people by the day. 


 Referencing*:


(2010) “About” at  http://www.aquabyaqua.com/About (Accessed 20th February 2011)

(2011) Personal visit to the boutique & interview with an Aqua designer


*Main References