Zoe and Quince Karssen got it just right when they launched their easy rock'n'roll basics line Zoe Karssen in 2010. At the time, Quince was working for Tommy Hilfiger in Amsterdam and Zoe was working for Blue Blood when a stylist asked to borrow Zoe’s loose fit T-shirt that she had customised with a permanent marker. The T-shirt was used in a shoot and the couple realised they might be onto something.

For a brand that started “by complete accident”, it’s impressive that it quickly caught the eye of Kate Moss, Beyonce and Rihanna. But who wears the graphic designs best? Karssen doesn't even stop to think: "Alison Mosshart, she is the ultimate Zoe Karssen girl.”

For a brand that focuses on basics, it manages to infuse a lot of personality into everything it does, from the photography (Zoe taught herself to do it, partly out of necessity) to the fragrance which launched last year. Named after one of their popular prints, Unicorn Tears embodies something carefree and mysterious, says Zoe who also opened the brand’s first store in Amsterdam last year.

So, what can we expect from the cool-girl brand? "Definitely a new perfume in 2017 and hopefully an exciting collaboration, a new store and more issues of ZOE, the brand publication we just launched. And of course to keep building a healthy profitable company,” she says.

The designer shares her favourite London spots to visit when she’s in town.

Monday: The Palomar (34 Rupert St, W1D 6DN)

It’s always an incredibly busy time when I’m in London. After back to back meetings I love visiting interesting new restaurants that I wouldn’t find back home in Amsterdam. This restaurant serves the most amazing small dishes of Israeli food and is perfect for going for dinner with friends and sharing little plates, the decor is gorgeous inside too.

Tuesday: Browns Fashion (24-27 South Molton Street, Mayfair, W1K 5RD)

I always try and fit in some shopping time whilst I’m in central London. Browns offers a great mix of labels and the fact it’s so intimate makes it really easy to browse around. After recently opening my own flagship store, I really admire how much consideration goes into curating a beautiful boutique and Browns is
definitely one of the best!

Wednesday: Happiness Forgets ( 8-9 Hoxton Square, N1 6NU)

To me the best bars are located in East London, Shoreditch. On Friday i’ll be sampling some cocktails in Happiness Forgets in Hoxton, the basement bar is super cosy and offers lots of unique drinks.

Thursday: Victoria & Albert Museum (Cromwell Rd, Knightsbridge, SW7 2R)

Today I’m stopping by my favourite museum, The V&A. Not only is the building stunning but it offers some amazing exhibitions which are perfect for sourcing inspiration for up-coming projects. I am currently working on my AW17 collection so I’m trying to visit as many creative places as possible to draw ideas for the new range.

Friday: Claire De Rouen (125 Charing Cross Road, WC2H 0EW)

One of the reasons for starting my own publication, Zoe, was my love for photography and gorgeous editorial so today I’m visiting the Claire De Rouen book store to pick up some art magazines and coffee table books. It was great to partner with such a wide range of creatives for the first issue of Zoe so this place is perfect for admiring work and finding potential new people to collaborate with.

Text by Nada Abdul Ghaffar