Astrid & Miyu has had a busy 2024 so far with new store openings and now the UK jewellery brand has received major exposure as part of the Christian Cowan SS25 collection.

Cowan’s show in recent days as part of New York Fashion Week saw Astrid & Miyu acting as the designer’s exclusive jewellery partner. Cowan reimagined the label’s Illusion Dome Hoops, stacking multiples of the premium sculptural earrings on models’ earlobes, “to further accentuate the collection’s unique yet edgy balance” on a murder-mystery themed runway.

It’s important not to underestimate the importance of such appearances with a runway presence sometimes being a breakthrough moment for a brand.

As mentioned, Astrid & Miyu has been busy this year. 

Back in the spring, it announced plans for a London flagship and in recent weeks it opened at 5-7 Foubert’s Place with a significant upsize for the brand within Soho/London’s West End. 

Operating as House of Astrid & Miyu (HOAM), it “promises to be the jeweller’s most immersive shopping experience yet” with more space for in-store services such as ear-piercing, tattooing, engraving, and welding.

That followed the launch of its gold collection and the opening of a Harrods concession.

When it announced the Harrods space, the company said it had seen a “significant” year of growth with 10 stores open across the UK, Europe and US markets.