The Deck London has announced the move of its atelier to Number 19 Savile Row which is the first shopfront on Savile Row exclusively for women.
Savile Row, a street in Mayfair, central London, was built between 1731 and 1735 as part of the development of the Burlington Estate, and designed under the influence of Burlington's interpretation of Palladian architecture. The first men's tailor opened in 1803 and, ever since, the street has been known principally for its traditional bespoke tailoring for men.
In 1969, Nutters of Savile Row modernised the style and approach of traditional Savile Row tailoring; a modernisation that continued in the 1990s with the "New Bespoke Movement", involving the designers Richard James, Ozwald Boateng, and Timothy Everest. The term "bespoke" as applied to fine tailoring is understood to have originated in Savile Row, and came to mean a suit cut and made by hand.
And now, entrepreneur Daisy Knatchbull says she saw the ‘suit-shaped gap for women’ on Savile Row and decided to open The Deck there, the first ever women-only ground-floor shopfront on the road. The new showroom at 19 Savile Row is spread over 3,000 square feet, features original panelled walls and private fitting rooms for client appointments.
Daisy made history in 2016 at Royal Ascot by becoming the first woman to wear a bespoke top hat and tails in the Royal Enclosure. The response was overwhelmingly positive from so many women and it was at that moment, combined with what she believed was missing on Savile Row, that the suit-shaped ‘gap’ in which to operate became clear.
Daisy Knatchbull, founder of The Deck, explains which trends are in-store: “Luxurious velvet suits in jewel tones, classic tailoring in black and navy, double breasted jackets, boyfriend fit jacket and pants, check suits and tuxedo suits in white, navy and black.”
The new store will continue to cater for The Deck’s customer base and its celebrity clients such as AJ Odudu, Elle McPherson, Gillian Anderson and Lauren Hutton.