Saturday, 16 March 2013

Sat 16th March: Machine A

On my first day off in London since ........... last season.......... I headed straight to MACHINE A as I havn't seen it's new premises yet!  The boutique which used to be on Berwick Street has shimmied along the Soho streets and set up a brand new concept store on Beak Street.  Here is Anna Trevelyan who consults on the buying for the brand which hangs labels together in colour / style curated rails.  In this way its a little like looking at one of her wardrobes from a shoot as its so carefully put together - translating trends and showing how to mix and match Mugler with Nasir Mazhar etc.  Therefore its not just a place to pick up exciting emmerging labels but also a destination to hit if you want to see how the specialists might style the season - ready for you to try on.  Aaron Frew is on hand to talk you thru each piece including my Swatch watch which he has carefully placed in a stream of light to reflect the irredescent packaging.  Pop in to have a first person experience of Pieran Gong's MA neoprene collection or grab yourself an exclusive Alex Mattsson phone cover!

Labels include:   Chalayan, Raf Simons, Louise Gray, Sibling, Dominic Jones, NOKI, Ashley Williams, Nasir Mazhar, Alex Mattsson

Follow the store's news on Twitter here and owner Stavros Karelis here.

1 comment:

Randapow said...

One of my favourite stores in London. Best people running it and best designers <3