Art Rules In Mayfair’s Fashion Scene
In Mayfair, fashion and art go hand in hand.
To encounter art in Mayfair, one doesn’t need to go far. A little stroll around the neighbourhood’s shopping streets will be enough to see a myriad of store windows dressed in spectacular ways, each one of them alluding to the fact that the relationship between art and fashion in Mayfair is special. The large windows of Gabriela Hearst’s boutique allow anyone to peek inside the store’s interior which incorporates artworks into its design. The display at Roksanda, on the other hand, puts original artwork by ceramic sculptor Irina Razumovskaya front and centre alongside styled mannequins. Louis Vuitton’s ventures into the art world are evidenced by the spotted cobalt blue flags in the style of Japanese artist Yayoi Kusama. But just how deep does the relationship between art and fashion in Mayfair truly go?
Since the beginning of time, fashion creatives have been captivated by the world of art, and one such individual is British designer Paul Smith. He also happens to be an active curator and collector of art, and his namesake Mayfair boutique, found in the heart of London’s art market on 9 Albemarle Street, immaculately fits within the neighbourhood. Other Paul Smith stores have traces of artistry in their interior design, too, but the Mayfair one offers such an array of artworks and design objects that it could easily compete with its neighbouring art galleries. After entering the store, customers first find themselves in the boutique’s designated exhibition space before even reaching the carefully arranged clothing sales rooms. Having developed deep relationships with many artists over the course of his long career, Smith and his dedicated art team aim to provide a platform for up-and-coming artists. Until 7 May 2023, each Albemarle Street store visitor will be greeted by the colourful artworks of British mosaic artist Charlie Sheppard. Entitled Half-Full, the latest exhibition showcases artworks that feel optimistic and warm, and it is easy to see how this joyfulness and curiosity are integral aspects of Paul Smith’s brand DNA, too.
Another recent art project whose artistic direction was led by Smith is the immersive exhibition entitled Picasso Celebration: The Collection In A New Light at the Musée Picasso Paris, curated by the museum’s president Cécile Debray and Joanne Snrech. The exhibition is the designer’s personal interpretation of Picasso’s extensive artistic legacy which allows its viewers to not only appreciate the artworks in new and unexpected ways but also gain insight into how Smith uses them as a source of inspiration for his own creative practice. This is evident in the fact that the exhibition also features artworks of contemporary artists who have been influenced by Picasso as well.
Engagement with the art world is a unique aspect of Paul Smith. An invaluable asset in terms of shaping the brand’s perception, it can also significantly broaden its customer base. The lower ground floor of the boutique is filled with vintage furniture and interior design objects curated by Béton Brut, a design gallery and studio led by Sophie Pearce. Its residency at Albemarle Street is a part of London Design Festival’s 20th anniversary celebrations, but the collaboration appears so effortless that it could easily become a permanent department at the boutique. “Some customers are aware of the collection, but even those who aren’t are equally delighted to browse it,” explains Jamie, shop assistant at Paul Smith. “Artworks tend to sell faster than furniture, but the assortment is constantly being refreshed.” With art objects scattered all around, customers can purchase anything they see in the store, for example, an original Picasso sketch hanging above the shop counter or Dale Chihuly’s glass sculptures perched among shoes and bags.
Just around the corner from Paul Smith’s store, the Acne Studios boutique at 13 Dover Street emanates the subtle allure of an art gallery with an original Jean Cocteau artwork hanging on the wall for all passers-by to see. As it turns out, the space used to be an art gallery which comes as no surprise considering its central Mayfair location.
“When designing the interior of the boutique, it was important for Jonny Johansson, our creative director, to keep the authentic feel of the space and respect its history,” explains Lucie, shop assistant at Acne Studios. Therefore, not much was done to alter the original floor planning, and even the arrangement of the brand products on concrete blocks mimics that of an art exposition. A true hidden gem is the mysterious staircase at the top floor that covers the previous flight of stairs but leads to nowhere. The most striking interior design element can be found on the womenswear’s shop floor – three paintings by illustrator Jeremiah Goodman depicting Johansson’s studio in Stockholm.
The Dover Street boutique is completely different to other Acne Studios’ locations which are more futuristic and minimalistic. Here in Mayfair, art truly serves as an inspiration and enhancement of the space, and this philosophy applies to the brand’s ethos, too. Beyond fashion, creative director Johansson’s endeavours cover topics such as music, art, culture, and more, and to assemble all his inspirations, explorations, and collaborations, Acne Studios publishes a bi-annual magazine entitled Acne Paper. The magazine, placed on a vintage yellow piano next to the store entrance, could easily pass as a coffee-table-book-turned-interior-design-element, and is available for purchase for £40.
While art galleries may be exhibiting contemporary art pieces, the traditions of art in Mayfair remain as strong as ever, and other residents will have to take this fact into consideration. For fashion creatives, however, this is excellent news, as collaboration, expressiveness, and artistry have always been the forces that make the industry thrive and excel. So, keep an eye out for the next chapter in this interdependent love story and get ready for limitless creativity.