Importance Score: 20 / 100 🔵
Luxury British menswear is set to gain a new hub as Jermyn Street shirtmaker Emma Willis partners with Savile Row-trained tailor Caroline Andrew to launch a boutique in Mayfair. This exciting venture brings together two of the leading female entrepreneurs in the high-end fashion sector, catering to discerning clients seeking impeccable style and bespoke tailoring.
Collaboration of Leading British Designers
This new establishment unites Emma Willis, a celebrated figure in shirtmaking with a prestigious Jermyn Street atelier and clients including royalty and A-list celebrities, with Caroline Andrew, a distinguished Savile Row-trained tailor. Their combined expertise promises to create a unique destination for luxury menswear.
Changing Trends in Menswear
Emma Willis observes a shift in customer preferences, noting a renewed interest in formal dressing following a period of more casual styles. “The relaxed approach to attire during lockdown appears to be receding as individuals express a desire to dress with greater elegance once more,” Willis commented. “My clientele also conveys that projecting confidence to their clients is paramount. For those in leadership positions, embodying an image of authority through their clothing is seen as essential.”
Power dressers: Tailors to stars Emma Willis (left) and Caroline Andrew
Exclusive Offerings and Bespoke Services
At the new Mayfair location, clients can expect a range of exquisite products and services. Off-the-peg, hand-finished shirts crafted from cashmere cotton will be available for approximately £400. For those seeking a truly personalized fit, bespoke shirts, tailored to individual measurements, will be offered starting at four-figure prices.
New Mayfair Boutique Location
The store, a collaborative effort between Willis and Andrew, will be situated in a Georgian townhouse on Old Burlington Street in Mayfair. Caroline Andrew’s expertise in bespoke suits for both men and women will also be showcased, alongside her ready-to-wear line featuring items like the casual pocketed field jacket, priced from £995 to £1,500. Made-to-measure suits from Andrew will begin at £4,500, offering a comprehensive range of luxury tailoring options.
Industry Recognition
The impact of Caroline Andrew’s tailoring is acknowledged by notable figures such as Lord Rose, the former chairman and chief executive of Marks & Spencer, who has publicly credited Andrew with enhancing his personal presentation and style.