nEvEr boRIng


Existing both online and at our 62 Marylebone Lane boutique, KOIBIRD is a retail destination with a difference. Founded by seasoned traveller and entrepreneur Belma Gaudio (who also serves as creative director), we aim to make shopping an opportunity for adventure rather than a chore. From exercise to the Eastern Bloc, each season is curated around a theme inspired by the greater world with the boutique interior always being reinvented to reflect it perfectly. This season, we're consumed by one thing: sex. Our latest concept Sex Becomes Her honours self-empowered women who like to make an effort. Think cut-outs in unconventional places, silhouettes that instantly seduce, exaggerated lengths that brush floors one minute and caress upper thighs the next and, as always, a heavy dose of embellishment. Alongside resort and ski wear, we also celebrate an ever-evolving range of ready-to-wear brands, exclusive homeware and niche wellness products – all sold with the intention of making life more interesting. We are proudly an exotic skin and fur-free business. Welcome to the concept boutique where maximalism reigns supreme – but never takes itself too seriously.



For our latest and more permanent boutique installation, we have commissioned a Mexican artist Rafael Uriegas, to cover the boutique’s walls in his famous murals. Koibird’s curation has become known for its colour, boldness and wit, and that is exactly what the current edit has “in boutique” for our client. We also made a decision to transform the boutique less frequently and make it a work of art (literally) in an effort to cut down on waste and consumption.


SS 2022

Who doesn’t get a kick out of drama, especially when it’s in our wardrobes?! Inspired by the work of Pedro Almodovar, we painted the KOItown red. This edit made the most out of strong colour, big sleeves and loud fashion. We got the memo; clothes were back with a vengeance! The edit involved towering heels, unexpected tailoring and a litany of cut-outs.


AW 2021

We were all in need of a party as we entered the post-pandemic world. This edit celebrated the concept of socialising both at events and in our homes and was the first big introduction of homeware to our curation. It included everything one may need to be the perfect hostess at home, or the fashionable guest at a dinner party.


SS 2021

In the depths of the pandemic, we asked ourselves what the customer is looking for during this period. People were living in sweats, exercising at home, and being comfortable. So, we decided to do an edit of activewear, the only way KOIBIRD knows how. Pink and sequinned! So, we put together a fun curation of activewear and accessories including hand-painted palm tree Nike Air-Jordans, pink skipping rope and a healthy dose of smiley face memorabilia for a nice mood lift!


AW 2020

This edit was an opportunity to showcase the talented designers from Eastern Europe. From Georgia, to Ukraine, we rounded up some of the best new talent including brands like Mach and Mach that we brought to London. The region is also close to our founder’s heart given Belma’s roots are from Bosnia and Herzegovina, and she has always felt a pull to her homeland and the culture.


SS 2020

We travelled to Lagos and fell in love with the people, their energy, spirit and the fashion. This curation involved a whole new boutique inspired by a piece of Senegalese art, as well as fashion and homeware designers from Nigeria and across Africa including Ghana, Senegal and South Africa.


- 2022

The KOI Doctor will see you now! Opening initially as a little corner in our Kalifornia edit, offering all organic beauty and wellness products, the Pharmacy K became a permanent fixture for a few seasons and a real driver of the large K- Beauty offering we had. Claim to fame: first boutique to carry the highest quality CBD oil from the US from Charlotte’s Web.


AW 2019

Minimalism is not really the KOI way, but our trip to Korea opened our eyes to how minimal can be done with a twist. We curated the whole boutique with Korean designers, K-Beauty and some great Korean snacks. We enlisted the Korean design star Kwangho-Lee to design the furniture and install a giant hanging sculpture in the boutique. We also had some much-coveted K-POP dolls on display!


SS 2019

Tie-dye, vintage, denim, western, sequined, glamour. If you want these kinda dreams its Kalifornication. And that is what KOIBIRD brought this season. As diverse as the state itself, there was much to choose from in this la la land curation.


AW 2018

This was our second ever edit, and we introduced some much-needed colour, fun, and print to your ski wardrobes. More colour than you’d ever see on the slopes at the time, KOIBIRD was the place to up your ski game.


SS 2018

It was almost as good as having Leo DiCaprio (better if you ask us)! The first and original concept that started out as a pop-up, bringing 70 international swimwear brands that were all new to the market under one roof. It was the first pink boutique in London, the first boutique to carry many brands that are widely distributed today. Featuring all the beachwear a babe could possibly desire, it was hot, sexy, unique and flamboyant. And we haven’t stopped since!

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