Maslow’s hierarchy of needs states breathing as the number one requirement for human survival. Not much of a shocker there. Yet for some reason, fashion doesn’t quite cut a slice of the “need” pyramid. Madness, surely.

Anyone who takes their wardrobes as seriously as me knows that fashion is air, darling. Funny then, that a new bricks & mortar boutique named Oxygen has opened at the same time as others are on the thinner-than-air pop-up offensive.

Devised by mother/daughter team Helen and Joanna, Oxygen stocks must-have New York labels such as Bryan Reyes, Doo.Ri, 6126 (La Lohan’s Leggings line, but don’t let that put you off), and Dasha Zhukova’s (POP’s new Editor) Kova & T jeans. More established names include Herve Leger, CC Skye, and Alice & Olivia. And, like any self respecting boutique these days, it’s doubling up as an art gallery.

Appropriately, the first artist to take up residency is Erik Madigan Heck, also hailing from the Big Apple, with fashion photographs featuring models such as Hana Soupkova and Veronika looking celestial in Lanvin, Rodarte and Christian Lacroix Couture.