Chosen by Martyn Roberts, director of talent initiative Vauxhall Fashion Scout
I’m always eyeing up independent stores with Vauxhall Fashion Scout in mind, and Machine-A (formerly Digitaria) is a great champion of new British and international design talent. Its founder, Stavros Karelis, stocks a brave mix of names to watch, including Piers Atkinson, Gemma Slack and House of Blueeyes.
The team behind the store is not afraid to try out new ideas and the store encapsulates the very modern concept of fashion as entertainment - like Selfridges but on a more modest budget. They actively engage with their customers through innovative and unexpected collaborations and evening events.
One of the major challenges facing emerging British fashion designers is that, outside key places, they struggle to get their collections into independent stores in the UK. Machine-A offers an exciting mix of brands, merchandised in an eclectic environment, and goes out on a limb to push the vanguard of new talent.
Address 60 Berwick Street, London W1
Telephone 020 7998 3385
Owner Stavros Karelis
Brands include Charlie Le Mindu, Komakino, Lina Osterman, Millie Cockton