Hussein Chalayan on his new flagship store, brand values and the importance of offline space

Insider Trends, 2015

Chalayan is one of the most exciting and innovative contemporary luxury fashion brands. Since his Central Saint Martins graduation collection, which was buried with iron fillings in his garden to create an instant archaeological fashion site, Hussein Chalayan has been known for his theatrical use of technology and design. His Spring/Summer 2016 show featured a shower that dissolved clothes to reveal delicate garments beneath. He extends his creativity across the arts, with short films, a ballet at Sadler’s Wells, costume design and works displayed at major museums and galleries. Yet it is the quality of his clothes’ design that keeps him at the forefront of fashion. His elegant minimalism has earned him the British Designer of the Year accolade twice, and in 2006 he was awarded an MBE.

Most recently, Hussein Chalayan has opted to open his first flagship store in London. The space, designed in partnership with Zoe Smith of ZCD Architects, is subtle yet arresting. The simple black rails ensure the clothes are the focal point, yet the geometric lines create an optical illusion that can only really be experienced in person. We spoke to Hussein Chalayan and the store manager Stefania Daskalaki about the concept behind the space.

 

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