Have you committed ‘Shoeicide’?

Sometimes, obsession is no good thing.  Sometimes, those things we really want just takes us over the edge. 

So does this sound like the intro of a really awful movie trailer?  Well, let’s continue setting the scene shall we? 

These are women posessed and obsessed.  Whatever are these women doing?

One has put herself in an oven.  One is drinking bleach.  One is hanging herself.  One has wrapped a telephone cord around her neck. 

But look, we have some suicide notes….. or upon reading them, we shall now call them ‘Shoeicide’ notes.  Taking the term ‘to die for’ quite literally, Start, the boutique/small department store in Hoxton London, has dedicated their windows to the act of dying for shoes.  I love the funeral wreath they’ve made for shoes.  An appropriate tribute I think to those that have died for their one true passion….   

Judging from the ones on display here… one could definitely apply the phrase ‘to die for’.

The ones aforementioned in the sad ‘Shoeicide’ notes…. those colours of the Miu Miu shoes have been plagueing my mind ever since I saw them on the runway and proceeded to try them on (big mistake).  Shades of skin never looked so great together…   

Miu Miu // Marc Jacobs // NDC 

I know I’m supposed to be compiling all the shops of London into one big mega site but I couldn’t resist dedicating a post to a Susie fave that I personally don’t frequent enough for some reason yet I want everything when I am there.  I’m a sucker for store interiors which are well thought-out and considered and Start is a prime example.  It’s also a good example of when lots of things of things going on all work in tandem with each other; the kitsch factor, the old fashioned furniture, the nick nacks, the illustrated walls.

Label wise, the physical store has a much wider selection than the online but I have picked out the best of the ‘pretty pretty’ and the ‘shiny shiny’, the two elements of tough vamp and innocent girly that Start are very good at picking out and therefore appealing to many a gal:

David Szeto black lame dress // Sonia Rykiel navy patent trench // 3.1 Phillip Lim black patent jacket

Stella McCartney fuschia ruffle dress // Karen Walker lurex sweater // Charles Anastase heart dress

Oh, and guys can pop into the menswear store across the road where sharp casual chic is found in abundance. 

11 comments

  2. hehe… that’s funny… i have more shoes than i know what do to with, and many people know me for my shoes (in real life) but yeah, i’ve fallen in love with shoes, i’ve cried over shoes, i’ve lusted, and obsessed, but no… never had i thought of commiting suicide over a pair of shoes. perhaps someone who superficially knows me may think i would be so silly.
    i love the ironic spin they’ve put on this. it’s a great statement… the silliness of going crazy over an object. like remember the chaos of “i’m not a plastic bag?” heh. insane.
    i miss london’s playful shops. thanks for posting this!

  3. Aaahhh, great display and nice to see some humorous window display action going on. The service in Start is top notch too. (Even though I never end up buying anything from there)…

  4. So am I alone in thinking that the Shoeicide concept and display are in unbelievably bad taste?

  5. No, rollergirl, you’re not. Yuck. I know they’re trying to be ‘blackly comic’ and ‘edgy’ or whatever, but something about this rubs me up the wrong way.
    I’m not going to get into a big debate about it, though, just giving my opinion :/
    I like Start though; that’s a cool idea.

  6. that’s so random. My boyfriend literally works about 1 minute away from Start so I was up and down that street loads last week and that installation wasn’t up. But they did have those lovely miu miu multi color ballet flats in and I was SO tempted. It’s a cute shop.

  7. Just adding on as I saw a comment above….I don’t think the service at Start is so hot. I was in there wandering around, the ONLY customer in there, and there was more than one SA around and no one ever offered to help or any assistance. I wasn’t planning on buying anything but I mean it is their job to at least enquire.

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  9. i have a friend who used to work for start and who went home ill with period pain one day, only to be sacked without any warning within an hour of going home! and they never paid her her last week’s pay.
    thankfully there are many wonderful, friendly boutiques in london that sell the same stock… i’ll never set foot in start again on principle! they need to treat both customers and staff with respect.

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