Lucy in Disguise would be more aptly named Lily in Disguise (though I think we all get the Beatles reference). Lily for one of the shop's founders, Lily Allen. The other half of Lucy is Sarah Owen, Lily's sister.
Lily & Sarah
Like her or not, Lily Allen does have a style of her own, and we're lead to believe that this is really her, and not a PR person or stylist, so this fashion foray doesn't seem like as big a deviation from pop star as if might first have sounded.
But of course a famous founder does not make a vintage store. It just helps to publicise it.
Lucy is designed for the modern lass who loves a vintage frock. Basically Lily and Sarah have said: "Why spend your life trawling though op shop racks and losing all your beauty sleep making sure you're the first one down the market rummaging though the latest wares? Why not let us choose things for you?" And it's not just these two either, they have a whole team of what their website calls 'crack stylists', on the look out for the outfit needles in the proverbial fashion haystack.
This idea in itself isn't new, but the packaging is, because not only can you buy treasures from Lucy in Disguise, you can also hire something. So if there's a big occasion coming up and you can't really afford the perfect frock, this is the place to borrow one for a night. And seeing as you're splashing out already, why not get the whole kit and kaboodle, and go downstairs at Lucy and visit the Blow Dry Bar and Vintage Salon, where you can have your hair and make up done to perfectly match your dress. Who said you could only go the prom once, eh?
If you want to bring a friend or two you can make a day of playing dress ups, and book a session with a stylist which includes tea, fizz or a couple of cocktails.