Renowned tailor Edward Sexton has returned to London’s iconic Savile Row with the opening of his new flagship store. Teaming up with interior designer Daniel Hopwood, Sexton has created a space that seamlessly blends contemporary elements with the glamorous and rebellious atmosphere for which he is known. This move marks Sexton’s comeback to Savile Row after his initial collaboration with Tommy Nutter in 1969, and it also commemorates his impressive sixth decade in bespoke tailoring.
The store’s interior, curated by Hopwood and his team, aims to fully immerse clients in Sexton’s unique world. The space features indulgent and dark design elements throughout, including a central marble island that doubles as a tailor’s cutting table and a gathering spot for clients. Two fitting rooms are adorned with luxurious navy velvet brocade curtains, standing mirrors, and mid-century furniture. The walls are a visual treat with a collage of corduroy and geometric vinyl shapes, reflecting the sharp lines and smooth textures found in Sexton’s suits. Dramatic lighting further enhances the inviting atmosphere, allowing customers to truly appreciate the standout pieces. Adding a contemporary touch, the store also displays artworks from the nearby Carl Kostyál gallery, enhancing its modern vibe.
The main goal of the design was to create a contemporary environment that deviated from the traditional aesthetics typically associated with Savile Row. Collaborating with Studio Hopwood, Sexton’s store, named No.35, exudes a more boutique-like atmosphere reminiscent of designer brands found on Bond Street. This approach aligns perfectly with Sexton’s forward-thinking design philosophy. Dominic Sebag-Montefiore, the creative director of Sexton, explained, “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.”
This new flagship store is not just a place to shop; it is a meeting place where customers can feel comfortable and engage with the brand. The aim is to provide a warm and indulgent experience, inviting visitors to take their time and fully immerse themselves in Sexton’s world. To celebrate the grand opening, the brand has released a captivating brand film that explores the theme of sartorial rebirth. Inspired by David Bowie’s “Life on Mars,” the film showcases former Royal Ballet Principal Edward Watson as the personification of Sexton’s triumphant return to Savile Row. This film adds a unique and unexpected twist to traditional Savile Row marketing campaigns.
Edward Sexton’s new flagship store in Savile Row perfectly encapsulates his innovative and contemporary approach to bespoke tailoring. With a design that expertly balances modernity with a nod to tradition, the store offers customers a distinctive and immersive shopping experience. By creating a space that transcends the typical retail environment and serves as a gathering place, Sexton aims to redefine luxury shopping and solidify his position as an industry leader.
