The boutique in central London is the latest in a series of projects
that Karelis first started in 2008. It has emerging brands at its heart, with a focus on London designers such as Louise Gray, Nasir Mazhar and Agi Sam – as well as established international brands
renowned for pushing boundaries including Chalayan, Mugler and Raf Simons.
“Machine-A is all about industry-leading design and brands that are producing fresh and exciting products,” says Karelis who works with co-director, stylist Anna Trevalyan on the project. “There’s such a wealth of creative fashion talent here in London making desirable products and with real momentum behind their brands that aren’t being catered for within retail. Creating a space where customers can see what’s current and finding the next big thing has always been the focus
of our buying philosophy.”
The boutique launched during the recent London Fashion Week with a party in association with bi-annual style magazine Rollercoaster – a fitting time to celebrate given the focus on the capital’s talent. Stocking both menswear and womenswear, the new venture will be supported
by an international e-commerce site, ensuring that the brands can reach
whole new markets.
“Supporting the most talented in the industry and offering a platform
for their budding brands and a unique opportunity for customers to be a
part of this crucial initial stage of potentially the future of fashion
design really sets Machine-A apart,” says Karelis.