Savvy fashion folk have already known for a while that Machine-A is full of emerging talent, the place to find pieces by Gemma Slack, Katie Eary, Asger Juul Larsen and many more. This independent store and gallery space recently celebrated its first year in business. Through an array of gallery events, window installations and video art Machine-A have managed to become known as one of the most exciting, different and fascinating stores in London. Currently Machine-A showcases 35 young fashion designers and the main goal besides promoting sales, is to generate a great amount of press and recognition for those designers in order for them to become widely successful. Nice way of thinking. Machine-A was created by Stavros Karelis, previously working as a Fashion Editor who relocated to London to finish his MA at Goldsmith’s.
The belief in young independent designers who don’t compromise, who like to create and not be created by fashion is reflected in the merchandise. Young designers like to explore new ideas and they are not afraid of not being commercial. And this is what makes them successful. As Stavros puts it, ‘We chose the designers but they trusted us as well because they feel that we have a mutual understanding, a realisation of what fashion should be’.
Machine-A is responsible for the overall image and presentation of each and every one of the designers that the store showcases as well as the way that the collections will be presented and it plays a consultation role to their brands.
Machine-A is located at 60 Berwick St, Soho, London W1F 8SU.
To celebrate Machine-A’s first anniversary, two highly respected members of the fashion industry were asked to create a show. Hair Stylist Charlie Le Mindu and Stylist Anna Trevelyan collaborated on an innovative new installation, which will take place until May 26th. Charlie Le Mindu has also created a range of limited edition t-shirts, which will be available exclusively at Machine-A to coincide with the exhibition.
For more information you can visit Machine-A and digitariaworld
Tagscharlie le mindu, Gabriella Marina Gonzalez, katie eary, machine a,