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The Lab Store London, based in central London, is pioneering London's competitive retail scene with a brand mix based on avant-garde aesthetics. Avant-garde is important because it's based on constant innovation, taking risks and thinking forward.
Lab Store has a fashion collection that is both experimental and unorthodox, created by the most innovative avant-garde designers. Lab Store's philosophy is to gather around the most forward-thinking fashion designers.
In fashion, avant-garde manifested in a similar way to other fields. It presumed forward thinking, artistry, unconventional designs, new forms, structures and an extraordinary touch that separates the ideas from the mainstream. Avant-garde fashions distinguishes itself through the fact that it embodies a way of living.
Lab Store has its name because they aim to be experimental, and push the boundaries of ideas and creativity. The notion of the avant-garde enshrines the idea that art should be judged primarily on the quality and originality of the artist's vision and ideas.