Fruity Booty Pops Up in SoHo

Fruity Booty, the London-based lingerie and lifestyle brand, has popped up in SoHo, Manhattan.

Founded in 2017 by Hattie Tennant, the female-led brand has gained a strong following for its fun-loving designs, starting with its female-centric lingerie and expanding into swimwear in 2022, ready-to-wear (launched in stages over the last few seasons), and new fall 2024 sleepwear assortment.

Priced 22 pounds for the Fruity Booty fancy pants to 159 pounds for a cardigan set, the brand’s playfully printed and colorful assortment has been seen on the likes of FKA Twigs, Kendall Jenner and Bella Hadid, who wore the brand’s “second skin” brown top in London on Friday. Tennant told WWD that while they have a strong United Kingdom-based customer, they also have a strong following in the U.S., which was one of the reasons to pop-up in New York (the brand has also seen recent growth in Australia and Korea).

The cheeky label’s first “Souvenir Shop” pop-up space brings the brand’s signature ethos and deadstock and sustainably sourced style. Furthermore, the space was designed to emulate a “modern gallery take on Italian boutiques,” Tennant told WWD, and features its Italian seaside-inspired spring collection alongside bestsellers.

Other highlights include tourist shop-inspired embroidered baseball caps, made exclusively for the pop-up, and a curated assortment of accessories from Thistles, Alaire, Merrma, Talina and Swedish Stockings.

The Fruity Booty pop-up store in SoHo, located at 262 Mott Street, will run until Sunday.