The fashion industry is a tough business subject to a lot of scrutiny and criticism. Fresh and different concepts are essential for survival, as well as luck, great talent and a lot of hard-work. It is always exciting to discover new designers and follow the initial coverage in the media. The recent years have seen the rise of three new but distinctive designers, Victoria Beckham, Christopher Kane and Roksana Ilincic, who have managed to astonish the world of fashion and subsequently generate a solid foundation to further brand expansion. The designers are currently set to open their first ever shops in London, targeting Mayfair – renowned for its luxurious designer shop, class and sophistication.
Christopher Kane is one of the favourites in the industry – rapidly establishing himself as a rising star on both the London and international fashion scenes. Kane believes that his client is, “a real individual and a keen follower of fashion. She maybe works in the industry or another creative field. Age doesn’t really concern me; I’m more interested in personality and the way a woman carries herself.” In January 2013, Kane sold a 51 per cent stake of his label to multinational conglomerate Kering and now both the designer and the Chief Executive of the brand, Alexandre de Brettes, are looking for the perfect location for a store, close to Bond Street. The long-term purpose of the location is to enhance the refined and selective image of the brand which eventually will support the rolling out of the standalone stores in the international arena.
Another prominent and much loved designer is Roksanda Ilincic, the Serbian talent, known for her daring masterpieces that skilfully combine bold use of colour, high quality fabrics and clean, elegant lines. Ilincic has managed to charm high profile personalities such as Kate Middleton, Michelle Obama, and Samantha Cameron by crafting items that offer both femininity and beauty. She definitely doesn’t do anything halfway, and her clothes are a proof of that, therefore finding the right location that will match her vision is essential. Ilincic believes that “Anyone who naturally gravitates to my work will look magnificent in it”. The designer will open her first flagship store in Mount Street, Mayfair, that is steadily turning in one of the most luxurious pitches for distinctive brand names such as Marc Jacobs, Christian Laboutin and Lanvin.
Former Spice Girl Victoria Beckham is enjoying tremendous success in the fashion industry and is highly regarded for her fashion tastes that are known for their confident simplicity and artful use of colour. British Vogue editor Alexandra Shulman said that “She takes conventional dresses and makes them stand out” which is undoubtedly her selling point. Drawing on her experience in the media, Beckham says she herself is her target customer. “I never try to follow a trend or fashion; I just do what feels right. Everything I make, from glasses to a handbag to a dress is something I would wear and carry myself”. Currently, Victoria Beckham is “in talks” about opening her first standalone boutique on 36 Dover Street, in Mayfair, London, as she wants to be close to the upmarket department that will represent what her brand stands for – simplicity combined with elegance.
Mayfair is one of the most elite areas of London and presents an opportunity for the designers to express the exclusive vibe of their brands. It is the perfect location to enhance the image of the designer and the brand on a national scale; it is also the perfect stepping stone into the international markets due to its multinational outlook and reputation worldwide.
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