From 20th June to 5th July, Léon&Moi found a temporary home at the Landon Collective pop-up in London on High Street Kensington.
Hosting a pop-up wasn't originally part of the plan for Léon&Moi. But when the opportunity to join the Landon Collective pop-up came along, my first thought was simply: why not? It felt like the perfect chance to step away from the screen, meet our community in person, and see how people would respond to the collection in real life.
After spending so much time building Léon&Moi online, meeting our community in person was incredibly special. It was a chance to introduce people to the world behind the brand, share the stories of the artisans I work with in Morocco, and explain why every collection is intentionally small and carefully curated. More than anything, it allowed me to connect with both long-time supporters and people discovering Léon&Moi for the very first time. Many of them have since become friends of the brand.
One moment I will never forget happened on the very first day. Barely an hour after finishing the display, we had already sold two jackets. It was one of those moments that quietly reassures you that perhaps your instincts were right all along. Building a brand around limited, statement pieces rather than endless collections has always been at the heart of Léon&Moi, and seeing customers immediately connect with that vision was incredibly rewarding.
I have always believed that the garments we keep the longest are rarely the basics. They are the pieces that tell a story, spark conversations, and make us feel something every time we wear them. They become favourites because they are distinctive, beautifully made, and impossible to replace. In a world of overconsumption, my hope is to encourage a more thoughtful way of dressing—buying fewer pieces, but choosing ones with lasting character, exceptional craftsmanship, and genuine meaning.
Throughout those two weeks, I had countless conversations about Moroccan craftsmanship, traditional techniques, and the artisans whose skills deserve to be celebrated and preserved for future generations. Watching people discover the hand embroidery, the fabrics, and the time behind each garment reminded me why Léon&Moi exists in the first place.
One of the greatest rewards wasn't simply making sales—it was hearing people's reactions. Time and time again, visitors told me they had never seen anything quite like the jackets before. Many shared that they had spent years looking for pieces with this level of craftsmanship and originality. Those conversations confirmed exactly what I had hoped: there is still a place for thoughtful fashion, for garments made by hand, and for pieces with a story behind them.
When 5th July arrived, it was time to pack away what remained of the first drop. The adventure, however, was far from over. The remaining pieces were carefully folded into suitcases and travelled with me across the Atlantic for Léon&Moi's very first international pop-up in New York.
That, however, is a story for the next chapter.
