Match Point

The fashion circus has begun. Last week, it was New York; this week, it's London and then there will be Milan and Paris. The London Fashion Week has generated quite a buzz with Riccardo Tisci - former creative director of Givenchy, who's also known to be Kim Kardashian's go-to designer - showing his collection for the first time as Burberry's creative head. As an Italian designer who loves his goth, Riccardo is heading one of Britain's most loved fashion houses; everyone, naturally, is waiting to see what happens. This is also the week when the London-based e-tailer MatchesFashion.com has chosen to launch its townhouse.
Located at 5 Carlos Place in London's Mayfair, this multi-storey conceptual fashion space is different compared to any other brick-and-mortar retail destination. The townhouse is a concept that turns shopping into a special experience. You can pre-reserve pieces through MatchesFashion.com. Since all pieces can be delivered to you within 90 minutes if you're in London, it has the convenience of online shopping.
Once you step inside this Queen Anne building - complete with a tropical garden - you feel as though you've walked into a style paradise. There are two floors of personal shopping suites. The Italian luxury fashion house Prada collaborated with the e-tailer for the launch of the Townhouse, designing over 100 exclusive pieces that will be available at 5 Carlos Place. Right now, you can view these pieces on several installations. Plus, there are bespoke MatchesFashionXPrada arcade games, including classic pinball, a vending machine with customised co-branded matches, highlighters and stickers. You could say it celebrates two aspects of fashion - the fun side as well as the artistic side.
The events the Townhouse hosts will be vastly different from the usual launches. Whether it is teaming up with chefs for supper clubs or introducing new designers, MatchesFashion seems to redefine shopping as something that's not just about clothes but a lifestyle.
Of course, the main draw will be its personal shopping suites. Most fashion girls whose styles you follow have a personal shopper or stylist (in fact, MatchesFashion personal shopper Morgan Butler is on my speed dial). The relationship you share with your personal shopper is just as important as the one you share with your hairdresser. You stay in touch over WhatsApp and s/he can offer you best options from MatchesFashion's collection. It is this personal touch that makes MatchesFashion a great pick. In some ways, e-commerce had taken this away.
Given that the Townhouse has been launched during this time, it seems this London Fashion Week will not be about a cut, colour or shape, but an opportunity to remember that fashion is about how an outfit makes you feel; it is about emotions. And without that emotion, fashion truly has no meaning.
sujata@khaleejtimes.com