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Supermarket Sarah meets Fred Butler for London Fashion Week 2009

online shopping

Written by Sally Mumby-Croft and Sarah Bagner

Supermarket Sarah is a lovely online shop with an intriguing alternative homepage to the usual multiple image interface popular with online shopping websites. The website loads a picture of Sarah’s living room wall decorated with vintage and recycled items looking for a new home. After having great fun perusing the wall and hovering the mouse over bottles transformed into lamps and carefully selected vintage dresses. The viewer can select their favourite item, by clicking the mouse and hey presto! be taken into Sarah’s shop to examine the chosen item. The wall display changes regularly and is often themed check out the red and white version of the Sarah’s Wall!



For Fashion Week September 2009 Fred Butler, designer extraordinaire has designed Supermarket Sarah’s wall. Amelia’s Magazine are particularly excited to see the result having previously featured Fred Butler’s innovate designs. View her film for February’s London Fashion week here. .


Hello Sarah! Where did the inspiration for Supermarket Sarah come from?

It’s a supermarket with a personality. I guess it’s a fun spin on consumer culture. In today’s world of homogenous brands this is a shop where items have no sell-by date and everything is a one of a kind. It’s my selection of weird and wonderful things and great young talent.

I worked as a creative online and really wanted to touch and feel the real world again. I started doing Portobello market and loved meeting people and really interacting with the world again. I was also assisting top stylists and getting a feel for my own style. My boyfriend Henrik Delehag is an artist and helped me to find my voice.
For Fashion week I asked the extraordinary props stylist and accessories designer, Fred Butler, to guest curate my supermarket wall and I’m so excited with the result. It is a blast of colour and creativity! I aim for my wall/homepage to occasionally be a canvas for artists that I admire and I couldn’t have hoped for anyone else to kick-start the guest curation. The ‘Browse’ section will continue to be populated with my finds and new designers.

In today’s world of homogenous brands Supermarket Sarah is all about putting a fun spin on consumerism. All items are a ‘one of a kind’ with a story to tell. Fred’s work really resonates with me, as her creativity is idea based and full of humour. I felt Fred’s work really fitted with the Supermarket Sarah ethos as she often works with recycled every day objects like J-cloths and sponges to create beautifully crafted work. I love these hairpieces By Fred Butler for Kate Phelan / Tim Walker.


They are made of recycled J-cloths. They are such fun and beautifully crafted. I think when you work with odd materials like this, attention to detail is so important otherwise it might just look like rubbish. This is definitely my kind of recycling!
What makes Fred so unique is that she is conceptually brilliant but is also is an amazing crafter. A true creative genius!


We have some super guest curators and super Sarah walls coming up so keep checking in! I aim for the wall/homepage to act as a gallery that will keep changing with the idea being to inspire and surprise users on every visit. There is no time limit on the walls online presence. Some may be up for a day; some might be available to view for a month, the idea being that you have to be quick as items sell out. The ‘browse’ section will be populated regularly and acts like the inside of the shop. We have a great Art Wall coming up to coincide with Frieze Art Fair.


Art Director Fred Butler is a props stylist and accessories designer based in London. See examples of her designs in the above still from La Roux’s latest video. Her fashion collection A/W08 won official sponsorship for A/W09 and Fred will officially be opening Fashion week on the 18th September at 10 Downing Street! Find Fred here.


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