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London’s Lean Mean Fashion Machine

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London is jam-packed with emerging fashion talents. And now you can find all of them (or, at least, a lot of them) in one place. On February 17, Machine-A, a concept store founded by Stavros Karelis, will open permanently on 13 Brewer Street (it existed a few years ago, in an experimental capacity). Working with rainbow-haired stylist Anna Trevelyan, who serves as the store’s fashion director, Karelis will stock clothes by brand-new designers (Ashley Williams, Shaun Samson, Agi & Sam) and bright young stars (Louise Gray, Christopher Raeburn, Sibling), alongside wares by established labels like Raf Simons, Chalayan, and Mugler. Karelis hopes that Machine-A will serve as a platform to help promising youngsters establish an early retail presence. In addition to simply selling new designers’ collections, Machine-A will work with up-and-comers on collaborations and in-store installations, the first of which will feature Alex Mattsson. “My personal aim is to [offer] inspirational collections, innovative products, and comfortable high-quality clothes,” says Karelis, who also notes that Trevelyan’s input and keen eye for the next big thing have been invaluable. Case in point: the Spring ’13 ad campaign Trevelyan styled for the shop. Style.com has an exclusive look at the Meinke Klein-lensed images, which feature Machine-A’s Spring stock from Louise Gray (above) and Ashley Williams (below).

Machine-A, located at 13 Brewer Street in London, will open on February 17.

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