“There is a reason why there isn’t really any clothing in here,” grins Saman Amel, one half of the Swedish tailoring label that bears his name, as he surveys the sexily plush first room of the brand’s new London atelier on Albemarle Street, Mayfair. “We want to start off with conversation,” he says.
” In 2018, to give clients “food for thought” they introduced Curated Looks, which is around 25 styled foundational outfits, and the closest they get to traditional seasons, though these are not sold as ready-to-wear. Think of them more like a library of possibilities, from shape and cut, through fabric and color palette. “It’s a way to let customers imagine versions of these pieces that might work for their wardrobes,” says Amel.
Emerging Designer
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