Fruity Booty, a beloved British brand known for its sweet yet subversive color combinations and delicate sundresses, has set up its first U.S. outpost in New York City. The pop-up shop, designed as a “souvenir shop” by founder Hattie Tennant, is a light and airy space in SoHo that transports visitors to a beachside paradise with its sea and sand aesthetic.
The shop features a display of polka-dot and candy plaid bikinis draped across sandboxes, creating a whimsical and playful atmosphere. Full looks are showcased on cork pinboards, evoking a sun-dappled morning on a Spanish balcony or a sunset-streaked evening on the Riviera. Since its inception in 2017, Fruity Booty has garnered a loyal following, with celebrities like Charli XCX, Addison Rae, and Emily Ratajkowski sporting their designs.
In addition to its signature intimates and swimwear, Fruity Booty has expanded its offerings to include ready-to-wear pieces and a sleepwear range, all made from sustainable deadstock fabrics. The brand’s pop-ups, known as Fruity Boutiques in London, have become a cult favorite among fashion enthusiasts.
For the New York pop-up, Tennant and her team have curated a selection of artisanal accessories from brands like Merrma, Swedish Stockings, and Thistles, adding a unique touch to the store. The collection is inspired by Italian pescherias and features fish motifs seen on ceramics throughout the Mediterranean.
The shop’s styled pinboards, showcasing underwear and swimwear pieces, have become a visual centerpiece both in the storefront and on social media. The intimate art pieces pay homage to the quaint Italian boutiques where customers shop for lingerie and pajamas. With its dreamy aesthetic and sustainable ethos, Fruity Booty’s New York pop-up is a must-visit destination for fashion lovers looking for a taste of summer escapism.
