In The Spotlight: The Address That Inspires, Koibird London
Tucked away in London’s Marylebone district at 62 Marylebone Lane, Koibird has transformed from a quiet hidden gem behind Selfridges into an essential destination for those who embrace eclectic style and seek fresh design talent. Since its opening in 2018, the boutique has carved out a reputation for its bold, ever-evolving aesthetic; reinventing itself every six months with a complete refurbishment, ensuring the shopping experience remains nothing short of extraordinary.
With a curated selection that tempts even the most discerning shoppers; whether or not their wardrobes can handle another piece Koibird recently exited the online retail space, reinforcing its status as a destination rather than just a store. A genius strategy that fuels desire, making each visit feel like an immersive discovery. At the heart of this vision is Belma Gaudio, Koibird’s founder and creative force.
Effortlessly stylish, eternally enthusiastic, and unafraid to play with colour, her distinct approach continues to inspire us . We’ve long admired her ability to blend the unexpected, and so we invited her to Luxury Endless to talk about Summer 2025’s wardrobe essentials, and, of course, her own vacation plans.
Belma Gaudio, Koibird’s founder and creative director is all about bringing fun and wit to fashion, nothing that is already out there.
Luxury Endless : Koibird is known for its bold curation, what inspired the selection for this latest summer store display?
Belma Gaudio : We worked with an amazing interior design firm Uchronia from Paris, and wanted to create a space that is bold and flamboyant as is usual for us, but also more futuristic, sophisticated and embodying the Planet Koibird aesthetic. It allows the customer to step into our world, our space of colour, discovery and uniqueness.
Enter the most recent flamboyant futuristic Koibird interiors designed by Uchronia design firm
Luxury Endless : How do you discover and research emerging designers? What qualities make a brand a perfect fit for Koibird?
We travel, and have a keen eye to spot interesting things that people all over the world are wearing. We look for brands that do something witty, fun, unique, and push fashion forward instead of doing the same thing as everyone else.
Luxury Endless : Can you share any standout pieces from the collections in store that you believe define the vacation mode season?
Artisanal pieces and crochet is doing it for me this summer, a few favourites include Kettel Atelier who source vintage linens & reimagine them using crochet. Crochet ballet flats from Kashura which are vibrant & patterned, and rainbow, embellished hats from Beta Astra which are super unique and embellished with shells.
Luxury Endless : When curating your own travel wardrobe, what are your must have pieces?
It depends on where the travel is. Lounge wear with a twist, a good swimsuit, SPF hats, a couple of dresses that are quick to throw on and complete a look fast, comfortable shoes, I never take heels anywhere unless there is an event.
Luxury Endless : Outside Koibird which are the designer you keep adding to your wardrobe we see you often wearing Chanel?
I invest in Chanel, Hermes and Alaia. For every day basics I love Enza Costa.
Travel truly embodies the very essence of Belmas' thoughtful and inspired curation.
Luxury Endless : Where are you heading for your next holiday, and how does the destination influence your fashion choices?
I am heading to Botswana and I have been buying some silky dresses from Hanamer Ibiza, that have a bit of a safari vibe to them. Destination absolutely influences what I buy and pack, so for this safari trip where we will be moving around a lot and waking up early, eating delicious food and resting, I am packing very basic clothes, easy to layer, in browns, khakis, beige shades. Cotton layers from Enza Costa, flat slipper shoes by Fortela from Koibird, silk tiger print dresses from Hanamer, and some sporty lounge and active wear from a new brand I found called Norba.
Luxury Endless : Do you have any styling tips for effortlessly transitioning from vacation mode to city life?
Vacation makes me want to be comfortable, so I have a period of wearing loose clothes before I start squeezing into tighter clothes! I think it depends on where I have been and my mood, if I have done something very adventurous without looking cute for a while, I will come back and want to look cute and put together. If I was somewhere with more dressing up, then I come back wanting to be loose and comfy. It just depends on where I was whilst away.
Luxury Endless : Which trends or designers are catching your eye for the season ahead?
I really love the more artisanal brands and there are a few great ones to choose from. They upcycle, and do unique one off pieces. We have some at Koibird that I love like Kettel Atelier. I am also loving the brand Zankov which we are carrying for Fall/Winter, for a cool, artsy look.
Luxury Endless : How do you see Koibird evolving in the coming months, any exciting collaborations or concepts in the works?
We are planning to spotlight different brands each month, and have an exciting fashion and art month planned in October that will showcase Zankov and a few artists we love. Koi.11 our in-store nutrition café will be offering new and innovative nutritious, delicious drinks and bites that our clients with healthy and different snacks from your average coffee bar.
Luxury Endless : What advice would you give to fashion lovers looking to build a wardrobe that balances statement pieces with timeless essentials?
Start with looking at your existing wardrobe, and get a sense of what do you have too much of, or too little of. I buy statement pieces that I love without a plan for them. But I also know if I have a tendency to buy too much of the same thing, and so I look to fill the gaps. If you are not sure of how to balance statement pieces the easiest things to buy are jackets, sweaters, tops, then you can pair down with timeless bottoms. Or invest in statement shoes are also a good way to jazz things up without going too over board. It always needs to be a balance, you can’t do statement head to toe otherwise it is too much.
Luxury Endless : Koibird has embraced beauty alongside fashion what are some standouts beauty brands or products that have caught your attention recently?
Ancient Brave collagen supplements I really rate highly, and Hollidermie is another beauty brand we love, but this is all edible beauty we don’t do creams.
Luxury Endless : How does your approach to beauty align with your fashion philosophy? Are there any skincare or makeup essentials you swear by for effortless travel chic
Just like with fashion, I like to try lots of different beauty brands. I am a huge sampler of new beauty brands and will try anything. I don’t have my safe list of products; I try it all! I like travelling with Karen Bartov’s micellar water for hydration while travelling. I also have melatonin oils I use, and Nasya sleep oils from Kama Ayurveda. Then I always take a Medik8 recovery cream with me for tons of hydration and I never travel without Heliocare spf. I only travel with lipgloss, Dr Lipp nipple balm.
