The divine Wild Swans

The Jocasi Collection is now stocked in Wild Swans, Islington. it’s a really lovely place – indeed, I had to be dragged out on my last visit.


Here’s how they describe themselves:
“Wild Swans sell Scandinavian Fashion, Home and Lifestyle. Our brands are 95% Scandinavian.

The name ‘Wild Swans’ comes from the fairytale “The Wild Swans ” by Hans Christian Andersen. It perfectly describes the range of Designers as well as our customers – Beautiful, gracious birds with a bit of an edge’.

Wild Swans boutiques are located on Devonshire Road, Chiswick and on Cross Street in Islington.

The Danish owner, Caroline van Luthje, chose both locations because of their individuality. Both Chiswick and Islington have a village feel, which is hard to find in central London. The shops have a calm Scandinavian softness, style and sensibility.

Caroline and her team like to make a real effort to ensure that they are there to make their customers feel comfortable – it’s very much about creating a relaxing and welcoming atmosphere to shop in. Champagne is always served at the weekend and toys are provided for children.

Wild Swans also offer individual, personal styling – many of the staff are experienced personal stylists. The selection of labels is constantly evolving. The designs range from romantic, to funky and feminine. Caroline mixes up and coming designers with the more established ones and is constantly adding new designers that are not represented in the UK and are exclusive to Wild Swans.”