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Legendary tailor Edward Sexton returns to Savile Row with new flagship store

Tom Bottomley
11 October 2022

Tailor and fashion designer Edward Sexton has opened a new flagship store at 35 Savile Row, just up the street from the Nutter’s of Savile Row shop he famously co-founded with Tommy Nutter in 1969.

Designed in collaboration with renowned interior designer Daniel Hopwood, the new store “brings the Sexton story full-circle”, and represents a homecoming to the street  in what is 79 year-old Sexton’s sixth decade of working in bespoke tailoring.

The flagship’s interior has been designed by Hopwood and his studio team to transport clients into the “glamorous ever-so-slightly rebellious world of Edward Sexton” with dark indulgent design features throughout.

The large central marble island evokes a familiar bar-like feel for clients to gather round and socialise and doubles as a bespoke tailor’s cutting table. Two fitting rooms are separated by plush navy velvet brocade curtains finished with standing mirrors and mid-century furniture.

Luxurious corduroy and geometric vinyl shapes are collaged on the walls “mirroring the sharp lines and smooth textures of a Sexton suit”, while dramatic lighting shapes the space inviting customers to consider standout pieces. Artwork comes care of neighbouring gallery Carl Kostyál, based opposite the store on the second floor of 12A Savile Row.

It all combines to create “a contemporary shopping experience that is strikingly different to anything else on the Row”. With Studio Hopwood's imprint, it is described as “more comparable to the boutique of a Bond Street designer brand than a bespoke tailor”, channelling the forward-thinking approach to design that Sexton has always been known for.

Edward Sexton’s Creative Director, Dominic Sebag-Montefiore, said: “We wanted to create something that was very masculine and British but also fun. We've tried to channel a sense of the classic Savile Row retail experience and charm but bring it into a much more modern environment.

“We've got products on display that are beautifully lit with the light drawing the attention to where it needs to be and there's a real sense of theatre and occasion with the huge mirror we've got. Little touches like the trays that house our ties give a slice of that classic gentleman's outfitters experience, where the shop assistant might pull them out from a drawer behind the counter.

“The shop has an old world charm, but above all it's a meeting place where people can come to hang out and chat and hopefully feel really comfortable. For us, luxury is about being welcoming, warm and indulgent. We hope to give our clients that experience when they come into the shop both with the product and how we engage with them. I want people to take their time and engage with our world rather than shop in a more structured rigid way that you might find elsewhere on the street.”

To mark the new shop opening, Sexton has released a new brand film that “tackles the themes of sartorial rebirth”. Inspired by David Bowie’s ‘Life on Mars’, it stars former Royal Ballet Principal Edward Watson as the physical embodiment of Sexton's return to Savile Row.

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