Heritage bespoke tailoring gets a modern update at the new Tailor Made store in London’s Belgravia.
Tailor Made is bringing the traditional world of bespoke suiting into the modern day. With ambitions to modernise and relax the sector, Tailor Made fuses tailoring with a high-tech twist thanks to the use of 3D body-scanning technology.
The new Tailor Made store is situated in a trendy enclave of London’s Belgravia at 15d Eccleston Place, in the new Eccleston Yards development. Eccleston Yards also houses the hip mega-gym Barry’s Bootcamp and an outpost of east London restaurant The Jones Family Project.
Tailor Made’s 900 sq ft space opened on 26 May and is the tailoring brand’s second store – the original appointment-only space is located on Shoreditch’s Britannia Walk. This new location will also work primarily on appointments, but will be open for walk-in customers for the first time.
“We’ve been looking for a store in this area for two years, as we have a large customer base in Chelsea and Mayfair, but we never thought we’d fit into the area,” says founder John Buni. “We have Shoreditch and east London in the roots of the business, and we needed a pocket of west London that had that feel.”
The Eccleston Yard development has an urban, industrial and laid-back feel that pleasantly contrasts with the opulent Chelsea streets. The Tailor Made store itself has a bright interior and pale wood flooring, and is dominated by a stone tailor’s table. It is a far cry from Savile Row’s traditional dark wood, reflecting founder Buni’s aim of creating a fresh store for today’s modern shoppers. The store has its own bar, and will also host events including talks from fabric suppliers and whisky-tasting workshops.
But what really sets the branch apart is its use of technology – two large interactive screens on the walls allow customers to view fabric options for their orders and swipe through look books.
The store is also home to a 3D body-scanner, an evolution of the laser body-scanner in Tailor Made’s Shoreditch location. Housed in a discreet glass box, it creates an exact three-dimensional avatar of the customer using a combination of 16 cameras positioned around the body.
The scanner is the only one of its kind in Europe, and allows Tailor Made’s tailors to work to the specific requirements of each customer. The readings are combined with traditional tailoring techniques, altering patterns to compensate for posture, stance, shoulder slant and numerous other small details to create suits that “fit and sit” individually for each customer.
Within the next year Buni hopes the brand will be able to create realistic renders of orders for customers, meaning they would be able to preview lifelike 3D images of their orders, and is working with companies in the gaming and automotive industries to achieve this.
Despite its focus on tech, tailoring traditions remain core to the bespoke suit business. More than 3,000 fabrications are on offer, from mills including Abraham Moon, W Berry, Fox Flannels and Dugdale, and custom footwear is also available in 50 different styles, from tuxedo shoes to trainers. Prices for suits range from around £750 to £2,500, and after an initial hour-long appointment are ready in four to six weeks.