Eden, 24, has repurposed her parents’ garage as her personal office and storage hangar. It’s crammed with limited-edition fashion, beauty and tech to be resold on ShopBop, an online marketplace, under her seller name Eden1994. Jiffy bags line the shelves where her dad used to keep tools.
Celebrity fashion is Eden’s USP. Before any major collection drops she preps like an athlete. She must arrive on site before dawn, even if this means spending a night on the street. Canada Goose, a camping stool and her younger sister Amelie (for bag-carrying, McDonald’s runs and morale) are essential. Liquids are kept to a minimum. Once, an unavoidable al fresco pee behind Regent Street cost Eden her place in the queue for a coveted quartz iPhone cover. The memory still hurts.
Today, Eden is poised for the new collection for Tara – a fashion giant on Oxford Circus – from Zae, the rapper. The doors open and she runs towards a much-hyped metallic parka, while Amelie deliberately blocks people’s way. In 20 minutes, Eden stuffs an Ikea holdall to bursting point. By midday she is back in the garage, jubilant. It’s only when she unpacks that she realises her prize trophy, the parka, must have fallen out of the bag on her way home. This is even more painful than the iPhone fail. She monitors its success on eBay over the next two days, and cries.
A week later it snows, and a photo of a homeless man wearing a Zae 4 Tara parka goes viral. #whatgoesaroundcomesaround