YouTubers and celebrities have joined up with the British Heart Foundation to open a boutique-style pop-up shop in Covent Garden.
Fashion and beauty vlogger Victoria Magrath has donated an array of designer beauty products and clothing accessories to the shop. Fellow YouTuber Amelia Liana also has contributed her own accessories and fashion items.
Open until Saturday 11 June, all the money raised by the shop will help fund life-changing research into coronary heart disease.
Many lifestyle bloggers and YouTubers have been sharing their excitement, and supporters have been tweeting using the hashtag #InTheFrowXBHF:
— Lily Melrose🕷 🎃 (@llymlrs) June 3, 2016
— Heroine In Heels (@LauraJHyatt) June 2, 2016
Louise Pentland shared a snap of a group of YouTubers at the grand opening of the store, thanking Victoria and describing some of the deals on offer:
Super lovely evening at @inthefrow's #InTheFrowxBHF event. She's donated a LOT of her gorgeous clothes to the BHF store on Neal Street, Covent Garden and they will be on sale for 2 weeks to raise money for a very worthy cause. I bought myself a gorgeous little Reiss bag for only £30!!! Woohooo! Thank you for having me Victoria!! ❤️💋❤️
Victoria expressed her delight at being able to support a cause that she cares for: “The pop-up shop has provided me with a great opportunity to raise even more money for the BHF to help fund their vital research. I hope lots of people come and visit the shop while it’s open to pick up some great bargains and support the fight against heart disease”.