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22 September 2011

Dazed & Confused x Club Monaco

Ruth Runberg, Imran Ahmed, Olivier Theyskens Jefferson Hack, Liberty Ross and Simon Burstein Tallulah Harlech, Susie Bubble and Faran Krentchil Rankin and Henry Holland Mark Hix and friend Emeli Sande and friends Ann Watson and Howie B

On Monday night, Club Monaco and Dazed & Confused hosted a dinner at the Groucho Club to celebrate the launch of their new look book. The success of the collaboration with Browns was a very good reason to celebrate too. The dinner was a very intimate affair: Poppy Delavigne, Jefferson Hack, Rod Stanley, the Browns team and Club Monaco’s head designers Robert Montgomery and Caroline Belhumeur were all entertained by Liberty Ross, who sang a cappella. Club Monaco has made a strategy out of intimacy in the UK. The collaboration with Browns is the path that the brand is following to get closer to its new clientele. When I asked Robert, who heads the men’s design team, about this collaboration, he told me that he designs clothes for a clientele that is fashion conscious but never fashion led.

Caroline, the head designer for ladieswear, told me that seeing her creations at Browns is one of her greatest achievements. She told me how, as a teenager, she used to travel from Bristol to London and visit Browns with her mum; sketching away the latest designs discovered by Mrs. B while no one watched her and then making them at home. Of course, as a teenager, she could not afford to buy any of those clothes, but now Club Monaco offers an opportunity to fashion conscious teenagers to become part of the world of Browns.

For Browns’ loyal clientele this is a great addition to the store’s offering. Good design does not need to be out of reach and the younger generations need to feel included and not simply relegated to high street shopping till their very first payday. Mrs. B has been a great believer in this since she started Browns. Some of the brands that she took on board when she first started were appealing for their affordability as well as forward design and subsequently became luxury brands. Those were the early 70s, times of social turmoil and global financial crisis; it’s easy to spot the parallels with our times.

To view our Club Monaco collection click here

Writing by Fabio Ciquera

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