It’s weird working in a trendy area. We were already slightly freaked out when Sam Taylor Wood shot an REM video on Redchurch Street just around the corner from our shop and studio. Then Sony asked if they could use our Brick Lane store as a location for an advert. There was no money in it for us, but we said yes because it’s a good bit of publicity for our shop. (We’ve not technically sold out, right? Though we wouldn’t mind a free camera…)

The advert has the east London hipster girl nailed. Black bobbed fringed hair, peter pan collar playsuit, vintage bike. Though we’re not so sure about the boyfriend character. He’s a bit too clean cut.

And that’s not a real Tatty Devine shop girl, people. If you want to meet the real thing, pop in any time for a shop’n'chat with Kirsty, Amy or Emily. They weren’t even auditioned, but they do a sterling job every day, and make shopping as much fun as it looks in the ad.

What do you think?