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