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