Matches Fashion, Mayfair
A pioneering response to the changing retail landscape
With the High Street under threat and online companies such as Amazon doing so incredibly well, it’ll come as no surprise to hear that retailers are having to be imaginative (to say the least!) in order to reach their consumers. Matchesfashion.com has pioneered this change by becoming so much more than simply any other online fashion store.
They have taken over 5 Carlos Place, in the heart of London’s luxurious Mayfair to offer not just designer fashion, but events, private shopping and a creative broadcasting place with the aim to create a community for their customers.
Lovingly restored by Architects P Joseph, the house now feels more like the private home of a well-travelled couple; brimming with items they have collected on their travels. The garden has a similar theme; that of a slightly eccentric Victorian traveller, and is a great space for visitors to envelope themselves away from the city on their doorstep. Spread over 5 floors, you can shop and try on the full online store with the help of an iPad, whilst enjoying beautifully curated themes and collaborations from both leading and up-coming designers on the ground floor. On the second floor there is an event space dedicated to all manner of events, from dinners and masterclasses, to debates and musical performances.
September 2018 offered cocktails with Mario Sorrenti and an exclusive signing of his book of never-before-seen photographs of Kate Moss, and a chat with East London fashion designer Lulu Kennedy. Unfortunately my visit didn’t happen to fall on either of these days!
As I ventured further up the staircases I found a space dedicated to a bespoke shopping experience where you can book a stylist team to help curate your own designer wardrobe, and finally there is the broadcast studio where the house’s rich library of podcasts and films are recorded for broadcasts to the wider online community.
All in all, definitely one to watch. The way we shop is changing and Matchesfashion.com is paving the way.