Cancer Research UK has reopened its Marylebone High Street shop as a 'concept store' – basically turning a charity shop into a high-end boutique.
Located in one of London's more premium neighbourhoods, it suggests charities are benefiting from fashionistas looking for unique pieces.
"Our Marylebone store has been designed to offer a unique shopping experience," says Julie Byard, director of trading at Cancer Research UK.
"A fabulous selection of premium quality fashion and homeware pieces are available in this store, which we hope will help to boost the growing popularity of charity shopping by showing that our shops have plenty on offer for anyone with an eye for fashion."
The modernised shop has been designed with creative director and consultant Emma Slade Edmondson and London interior designer Nadia Themistocleous – and looks pretty gorgeous, frankly.