Project V – Jacqui

Project V – Jacqui


Project V stands for Project Velondonista and consists of a collection of street style images of women with their bikes in London (‘real life Velondonistas’).

The idea behind the project is to encourage women to cycle in London, and to show that cycling and style go very well together.


From a flat on top of a bike shop in Hackney, East London, Goodordering makes cycling bags that will satisfy both the tech – and the design geek.  Here, I got a chance to photograph founder Jacqui Ma with her son Otto and ask her about cycling in London.


1.      Describe your cycling style

My only rule for dressing now that i cycle daily is to avoid flares! My cycle style is pretty much exactly the same as my normal dress style. I am a denim girl and often dress like an oversized child.

2.     What do you ride?

I ride a custom built bike from my friend Kathryn at Lock7. When I lived above her shop, she called up to my window whilst doing wheelies on a beige fixie she had just put together and was for sale. I fell in love (with the bike) and the rest is history. That was 7 years ago.

3.     Favourite place in London?

I barely leave Hackney, my favourite thing in the world to do is to hang out at cafes, it feels so indulgent and cosmopolitan. My favourites are E5, Climpsons and The Pavillion all of which are located around Broadway Market.

4.     Favourite shop

I love browsing in museum shops for inspiration and for fashion my favourites are COS and And Other Stories.

5.     Cycling item you can’t live without

I could not live without my pannier rack. Securing things with old fashioned bungee cords, i have piled everything from pot plants to muji furniture on it. Not to mention our Goodordering shopper which often gets filled to the brim with shopping.


If you would like to be featured in Project V, please email

1 Comment

  1. 21/11/2017 / 21:02

    love your pics and this moody rainy day in shoreditch!!

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