KOIBIRD is a go-to retail destination for new and unique fashion finds. Located in Central London’s Marylebone, our concept store and website aim to shine a light on untapped treasures from both home and abroad.

Founded by seasoned traveller Belma Gaudio, her aim is to bring an element of discovery and joy back into shopping, and inspire adventure-seeking, fashion-loving women like herself. Each season KOIBIRD curates themed edits, taking inspiration from travel destinations to art to film and reinvents the store interiors to reflect each theme. Over the past, we’ve unpacked California, Korea and most recently, Lagos. For AW2O, we’re excited to introduce The Eastern Bloc edit, with designers hailing from Georgia, Russia, Poland and Ukraine. Alongside our core resort and ski offering, we highlight a roster of new ready-to-wear designers, exclusive homeware and niche organic and natural beauty brands. We are proudly a fur and exotic skin-free business and work with far-flung brands to preserve artisanal craftsmanship and give back to local communities.

At KOIBIRD, we propagate print and champion colour – whether at home or OOO, from a far-flung beach to snowy ski slopes. Curious, curated and considered, our evolving edit - from cult swimwear brands to witty accessories - has your sartorial needs covered, 365 days a year.


Nataal - KOIBIRD x Nataal, March 2020
Wallpaper - London's Best Beauty Spots, December 2019
WWD - Koibird Brings California to London, March 2019
Hunger - Stores we Love: The Surreally Stylish World Of KOIBIRD, February 2019
The Telegraph - How Belma Gaudio, founder of concept boutique Koibird, is bringing back the art of shopping, November 2018
Vogue UK - KOIBIRD Reopens its Doors, October 2018
Country & Town House - The New Way to Shop a Holiday Wardrobe, August 2018
Vogue UK - Sunshine Buys Abound In Koibird's Holiday Pop-Up Shop, April 2018

KOIBIRD explores

Lagos Fashion Week

Following our sartorial forays through California and Korea, we were drawn to Africa’s fashion capital to explore the continent’s best designers. Last October we went to Lagos Fashion Week to meet the designers who showcase at the prestigious event. We fell in love with brands from a number of African countries who take inspiration from their culture to create unique contemporary aesthetics.

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KOIBIRD welcomes


Opening initially as part of the Kalifornia edit, Pharmacy-K has become a regular fixture in the KOIBIRD store. It offers supplements, hair and beauty and other health essentials we found interesting from a particular edit.

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KOIBIRD goes to


The AW19 season saw us celebrate the local culture and design, of Korean fashion and beauty brands we discovered on our trip to Seoul. “There are many great Korean labels that are not yet on the radar in London, including some of the best up-and-coming beauty brand rockstars, so I wanted KOIBIRD to shed a light on Korea this season. It’s an exploration and celebration of this cutting edge and contemporary destination, its inspirational creatives and their culture” - Belma Gaudio.

September 2019

KOIBIRD goes to


This edit was broad and wide-reaching just like the state itself, including new denim brands, surf-wear, festival dressing, street style, vintage, Western and plenty of Hollywood-worthy party pieces. We exclusively collaborated with vintage store Morphew to reuse old denim, beaded materials and ‘40s chenille bed spreads, reimagining them into unique kaftans and dresses.

April 2019

KOIBIRD goes to

The Mountains

This edit was curated around what KOIBIRD would take on a trip to the mountains. It included ski gear, underlayers, heated gloves, socks, scarves, helmets, goggles, sunglasses and neon zinc sunscreen all with plenty of colour, print and boldness that you don’t often see on the slopes. We curated a technical ski wardrobe as well as unique après-ski pieces consisting of scrumptious cashmere sweaters, blankets and lounge wear.

September 2018

KOIBIRD goes to

The Beach

Our store opened its doors for the first time and launched with this edit. It was a typically flamboyant edit that KOIBIRD is now known for, and a full A-Z of fabulous beachwear. The selection included beach cover ups, resort dresses, a sexy mix of swimwear, sandals, bags, big jewellery, hats, and sunglasses. We were the first retailer to introduce the bespoke Italian brands, Loretta Caponi and Marta Ferri to the UK market, designing exclusive capsule collections with them.

April 2018

Shopping Bag

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