GIFTED citizens

From thoughtful gift to fashion label, the inspiring tale of Shinerock London by Chloe Hodge


entering citizenM is to walk into a buzz of activity; the bar glints with coloured glass, books adorn geometric shelving and curvaceous Vitra originals form a maze of seats – always inhabited by guests working away to the faint hum of lively music and the sound of frothing cappuccinos in the café.

Meanwhile, upstairs has a different air; the hotel’s private meeting rooms, titled societyM, hark back to the 1970s, their clean and calm surroundings accessorised with typewriters and retro desk fans.

The hotel breathes creativity, and for this reason became the location from which Bankside local Catherine Shinerock began her luxury scarf based label, Shinerock London. Working remotely from societyM Catherine created her brand; met with models, designed her first collection and produced her look book. Catherine’s designs are contemporary yet mystical; formed through a combination of watercolour painting, hand and digital drawing and retaining a dreamlike, playful air reminiscent of the “whimsical” space she operates within.
Shinerock London was born out of both personal drive and happenstance: an internship at Alexander McQueen led Catherine to realise that “to create my own vision, I would need to take that frightening step into the unknown”; and a family birthday, “for my Grandmother’s 70th birthday I wanted to give her something unique so I decided to create a personalised artwork that she could wear”.

Whilst a Bankside hotel may seem an odd choice, Catherine recognised the importance of an inspiring workspace; and with its vibrant atmosphere, library of artistic reference books, and beautifully selected art and design pieces citizenM was ideal.

Having had its press launch in July, 28 year old Catherine now intends to develop Shinerock into a high-end fashion brand, promoting authenticity and using only the best quality fabrics. Future collections will continue to weave Catherine’s signature style into intricately detailed womenswear pieces, moving from silk and cashmere scarves to luxurious printed silk dresses and shirts.

The first collection from Shinerock London will launch this winter, and citizenM will demonstrate its continuing support by hosting a sample sale for Bankside locals on the 6th November.

For further information and to come and have a look please contact

t: 0773 668 8256

citizenM, BANKSIDE
20 Lavington Street
t: 0203 519 1680

“Shinerock London was born out of both personal drive and happenstance

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