Guest Editor

Charlotte Gascoyne | Hilda

Hi, I’m Charlotte.
Having spent almost two decades keeping shop for a much-loved Stoke Newington boutique called Hub, I decided it was about time to open a shop of my own. I called her Hilda. Not only because I love how sturdy it looks on the page but really as an ode to the leading ladies in my life who have made their mark on me and shape everything I do. Hilda is built on that legacy.

ABOUT HILDA

At Hilda, new ready-to-wear collections sit alongside a rail of carefully picked vintage from Italy. It’s a playful dialogue between the old and the new, at most times garnished with a lace tight and a patent Mary Jane. At heart, Hilda is pretty old fashioned in the best possible way. We’re not online so you have to pop in to see what’s in-store. And the selection changes all the time, like a sartorial Plat du Jour. Nothing gives me and my small but perfect dream team more joy than introducing ‘the unexpected’ to a customer’s wardrobe and playing dress-up for life’s big (and small) moments. It’s going to be fun introducing you to my little cornershop store.

Charlotte Gascoyne

Fave Places to Shop

After spending almost two decades helping to run Hub in Stoke Newington, Charlotte Gascoyne decided to go out on her own with Hilda. Ready-to-wear collections sit alongside carefully curated vintage pieces at the boutique, mixing the old and the new in a seriously stylish way. You can’t shop online so you have to go in and check out the goods in store, where Charlotte is more than happy to help you find some gems. 

See the full list

Pezze

Gennaro who runs Pezze has heart and definitely knows his stuff. His dad has a suit shop in Naples so he’s grown up around smart clobber. It’s eclectic and relevant and you can always expect the unexpected. My all time favourite vintage t-shirt was found in Pezze.

Inneoss

Just up the road from Hilda is Inneoss, run by friends Georgea and Natalie. I always love their accessories and they are brilliant at championing small, sustainable brands.

Hai

For something really special, I love Hai on Boundary Street known for dupion silk, dreamy ruffles and pastel ballet flats. The store is dark wood panelled and the changing cubicles are silk lined and somehow I feel like I’m in Manhattan when I’m here.

Alta Store

If Hilda had a rebellious big sister, she’d be Alta Store. It’s tucked away in a neat little Soho spot and they stock brands like Hairy Mary, Lauren Perrin and S_BA, showcasing London’s emerging best.

Awaykin

My fave showroom in London Fields has opened a masterly curated retail space under the same name, showcasing an edit from their brand repertoire including brands like Story MFG, & Daughter and Cawley.

Capital Car Boot Sale Pimlico

When I have a free Sunday, Pimlico Car Boot is my go-to, especially in the spring. It’s always a little hit and miss, but that’s part of its charm. I came away with a barbie pink tulle tutu on my last outing.

Church Street Bookshop

I always feel close to my late dad when I’m in here. It’s wonderfully well worn, a little moody at times and unchanged. It’s very special. Long may it stay open.

Retromania

This charity shop in Pimlico is a treasure box for real vintage seekers. It’s a work-out for the upper arms – the rails are jam packed but if you’re in the mood for a proper rummage (and potential mending project) then this is the spot. Top tip: their archive pieces tend to shine behind the counter.

Fashion

Designers I Love

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Fashion

Go Thrifting With Hilda

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The People We Meet In This
Place We Call Hilda

Styled at Hilda

Charlotte

“Walking into Hilda feels like stepping back in time, not just to the ’90s through its beautifully curated vintage pieces, but to a way of shopping that feels almost forgotten today. A time when boutiques were personal, when service meant being truly seen. Charlotte has an extraordinary eye. She doesn’t just know clothes, she knows people.“

Charlotte lives around the corner from Hilda and we’ve become friends across the counter. She is a super sharp thrifter with STYLE. I never know what she’s gonna show up in, and I love that. She’s playful, often mixing unbranded 80’s vintage with Miu Miu, stone washed denim with 90’s rhinestones and mesh. She recently celebrated a birthday in a castle (she really is a queen) and we had a lot of fun piecing together an outfit for that.

This look kind of embodies the style spirit of Hilda – it’s a love story between the old and the new. Here Charlotte is rocking a proper 80’s silhouette but we’ve elevated this everyday piece with net tights, a chunky Prada loafer and statement pearls and polka dots from Pura Utz and Opera Sport.

Here Charlotte wears: 80’s faux leather jacket from Italy, Moschino 90’s wool mini skirt, Lykke Net Tights by Swedish Stockings, Poppy Texas Tie by Pura Utz, Shirley Bag by Opera Sport, Prada loafers (Charlotte’s own)

Hannan

“I’m a kid in a candy store walking into Hilda – it’s a treasure trove of curatorial and styling mastery! Every piece, whether vintage or new, has new stories to tell in Hilda – and I can easily spend hours simply playing with fashion and discovering what they may be.”

Hannan and I share a love for ‘dressing up’ and throwing the unexpected together. Glasgow born (and opera trained) Hannan is the ultimate clothes horse and Hilda muse. Everything I throw his way looks good and lucky for him, he fits a lot of the clobber I buy so all the neat Italian vintage hangs on him like a dream. He has a style language of his own and I like Hilda being a ‘dropped pin’ on his thrifting map.

I absolutely love the freedom and playfulness in this mixed combo of volume, colour, print and texture. The old Iceberg tee paired with the cotton drill pant just works, especially when raised up with a patent Mary Jane heel.  This was Hannan’s styling. I left him to it while I made a cup of tea. (I’m so glad I did.)

Here Hannan wears: Vintage Iceberg Donald Duck tee, 80’s shell suit jacket, Workpant in Ecru by LF Markey, Venezia Babies in Patent Red by Anne Thomas, Rosanna Bag by Dragon Diffusion

Emma & Jonathan

“Hilda is a brand in a league of its own. Every piece Charlotte curates is authentic, timeless, chic and a testament to her creative vision. Every item feels like a rare find and she truly has an instinct for style that never misses.’

This ultra-sartorial duo from Merseyside come as a pair and are always, always so blummin’ well dressed. They share a timeless style which I absolutely love. Jonathan is never out of a smart pant and a proper nice shoe and Emma is partial to a tailored co-ord. She likes her vintage Armani. Side note. Emma works at Ronnie Scott’s and Jonathan owns the Prince Arthur pub in E8 (so they’re out most nights).

I love it when I meet people with strong inherent style – seeing that instinctive connection between a person and a piece on Hilda’s rail. This happened when we were styling these outfits together. Emma always rocks neutrals and draped fabrics so this 90’s yellow dress was pretty perfect – a little big so we styled it with a Missoni scarf to accent her waist. I know that Jonathan has a sweet spot for a good coat so I’d already put this one aside and paired it with an army surplus style waffle tee. I really love the shared buttery palette of these two looks together.

Here Emma wears: Yellow chiffon 90’s dress from Italy, 90’s minimal leather jacket from Italy, Missoni chiffon scarf, 1950’s box bag – one from the Hilda archives, Miista loafers (Emma’s own)

Here Jonathan wears: Reversible 1970’s coat from Italy, Le Bon Shoppe waffle long sleeved tee, Slim fit chino (Jonathan’s own), Vintage Russell and Bromley loafers (found on Vinted by Jonathan)

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