>> I've extolled enough about Machine-A on Berwick Street and how I love to walk in to scope out who owner Stavros Karelis has picked up for the store with new arrivals and new names always flooding in putting what I'm supposed to be doing on the blog to shame. The thing that fuels the endless number of names is the fact that Stavros works with designers directly to coaxing pieces out by working on adaptations and makingly seemingly inaccessible product work – e.g. Machine-A's collaboration with fantasy knitter Craig Lawrence or working with Millie Cockton on specific pieces exclusive to Machine-A. Now more of you can see it for yourselves as Machine-A have launched their online store…
Of course I didn't expect just yer' regs Click here to Buy, Net-a-Porter grid-like design. I also didn't expect what they came up with either. HTML friendly it is not, as it's all Java-palava but actually the website has supposedly been adapted for iPhone and iPad use. Each ensemble has been filmed and you hover over each item to find out more information as well as to buy the product which in itself isn't a new concept but of course it's Machine-A's selection which here includes designers like Lina Osterman, Fanny and Jessy, Piers Atkinson and Gemma Slack as well as styling by Anna Trevelyan (trusty right hand girl of Nicola Formichetti and full on amazeballs stylist in her own right…) that are the big points of difference and selling points for Machine-A. I would add though that this is NOT the full extent of stock that Machine-A has to offer but I'm sure it's just the beginning and for now, even without the full selection, there's enough to play around with.
