The most glamorous way of recycling clothes is buying vintage. Last week atelier-mayer.com was launched by luxury fashion PR, Carmen Haid, and fashion journalist, Alice Kodell, and it is a literal vintage heaven. It’s not the place to go if your vintage needs are met by Beyond Retro but if you want a designer dress to suit your decadent palette, you’ll love it.
In the 1930′s Carmen Haid’s grandmother, Klaudia Mayer ran a haute couture atelier in Vienna, selling exquisite clothes sourced from all over the world and it is this that atelier-mayer.com recreates as an online boutique.
The launch truly indicated the splendour of the site, as we entered Marks Club – gentlemen’s club extraordinaire – in Mayfair, we were greeted with roaring fireplaces, country estate décor and the elegant melodies of the violinists could be heard wafting down the staircase.
Photograph by Tilly Pearman
Such a grand setting was fitting for the designer and couture gowns on show, a taste of what can be bought on the site. As well as on rails, the clothes were worn by models and the violinists, to show off the true beauty of them.
Photographs by Tilly Pearman
The site not only allows you to browse through the clothes online, the style me section acts as your very own personal shopper, taking into account your size and preferences and finding appropriate pieces and accessories for you.
Atelier-mayer.com is also a great source for brushing up on your fashion knowledge, it has biographies of designers and fashion houses, guides to buying vintage and the style minute section contains a collection of fashion videos, including a fabulous Audrey Hepburn montage and an interview with key sartorial players including Coco Chanel, which is in her native French but we (Prudence Ivey – bilingual Music Editor) has done a handy translation of the key questions for you:
Could you give me a definition of elegance?
Coco: It’s difficult, you ask a difficult question, what is elegance? It’s many things. I will say something which I repeat all the time that for me is obvious but which many people don’t understand: that you can never be elegant enough.
Many of the dresses you designed last year have been copied or imitated in practically every country in the world. The Chanel style has descended to the street. Are you happy about this?
Coco: I am delighted. That was my goal. I don’t believe in defending fashion. You can’t have fashion if you are against imitation. There is no fashion if no-one sees it. Not me but many of the couturiers have an insane fear of imitation but you can’t be successful without it. For me success is the copy. You can’t be successful without that and imitation.
Wise words Coco.
- Attention Vintage Lovers!
- Le Tourbillon de la Vie
- Frock Me! Vintage Fair at the Brighton Corn Exchange
- Dolling up in Dalston
- Something Old, Something New