Joshua Millard opens in Carnaby after two-year residency at tailoring studios
Another indie brand has joined the line-up in the Carnaby neighbourhood with womenswear designer Joshua Millard opening his first store at 1 Marlborough Court.
The 435 sq ft space covers two floors and came after Millard was earlier awarded a residency through the Carnaby x London College of Fashion: Kingly Street Tailors competition. He’s now upsized to the permanent space.
Landlord Shaftesbury launched the initiative in partnership with LCF two years ago to help young talent in British tailoring.
Millard won a two-year rent-free space at the tailoring studios located at 26 Kingly Street, Carnaby, and with the competition’s aim being to invest in the next generation of talent by assisting them in the early stages of their business, the investment seems to have paid off.
The new permanent store has “an essence of rural Dorset” and features Millard’s made-to-measure tailoring for women, with each piece constructed in-house by hand, using British and Italian cloths.
The collection “reflects women who seek pieces with a wear and wear again appeal”. The designer’s signature range “features nuances of bygone heritage, tailored cuts, contemporary fabrics and shearling”.
Shaftesbury said the new store “draws upon aspects of Millard’s upbringing on an organic sheep farm in Dorset”. It has used natural materials, including rails that the tailor crafted himself from fallen ash trees. A portion of each sale is donated to PlantLife, a charity that promotes endangered wildflower growth in UK arable habitats.
Millard said he wanted “the shop environment to echo the sensibilities of the British countryside through rich texture and materials, yet balanced with clean lines, palette and comfort”.
Meanwhile, Shaftesbury is continuing its LCF link-up and will be offering two new graduate tailors the opportunity to work from 26 Kingly Street in September.
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