Daisy Knatchbull isn’t afraid to shake things up. In 2016 Knatchbull broke a 200-year-old tradition by becoming the first woman to march into the Royal Enclosure at Royal Ascot in a top hat and tails. Her moment of defiance and the attention it generated drove her to launch Knatchbull (then called The Deck) in 2019, which was the first shopfront to cater only to women on London’s historic Savile Row. Clients such as Kate Moss and Catherine, the Princess of Wales followed.
It was the culmination of time spent time working in women’s fashion, including under late fashion editor Lucy Ewing at the Sunday Times, then at legendary Savile Row tailor Huntsman, where she learned the craft. It was during her time on Savile Row that she identified how under-served women were on the row, and the idea for a women-only bespoke tailor was born. Now, she’s bringing that same rebellious energy to a new boutique in Chelsea.
Popping up until January 4, the boutique stocks the brand’s ready-to-wear collections and offers its bespoke made-to-measure service. Knatchbull says she wanted a “chic but homely” experience, which is achieved with de Gournay wallpaper covering the walls and “thoughtfully curated and intentional” design elements such as Baies candles from Diptyque and furniture from Invisible. The slick monochromatic storefront displays some of the brand’s best-selling suits and pieces from a recent collaboration with lifestyle brand Aerin, while silk tops, wool twill trousers and cashmere knits hang on brass bronze rails further inside.
Bringing her Savile Row flagship’s “exceptional craftsmanship, personalised service, and expertise of in-house tailors” to the Sloane Street location was a non-negotiable. Just like on the Row, guests are greeted with glasses of champagne before they chat with the brand’s team of female tailors (the company only welcomed its first male employee – a finance director – a few weeks ago) who advise on everything from fabrics to fit. The no-obligations consultation starts with an initial discussion around preferences and occasions for wear and once the plan is set, measurements are taken and fabrics are selected – Knatchbull works with heritage mills like Loro Piana, Dormeuil and Holland & Sherry – to create a garment that “feels like a second skin”.
“Chelsea is a place brimming with creativity, individuality, and a spirit of modern elegance that has always inspired me,” Knatchbull tells Broadsheet. She first founded her company in the upscale neighbourhood, and she says that it felt “very special” to be going back to those roots. The launch also signals Knatchbull’s ambitions for her brand.
“What we’re building is a luxury womenswear label with global reach, creating spaces that feel inspiring and inclusive for women, and continuing to challenge and modernise the traditional tailoring narrative.”
Book appointments and consultations online.
Knatchbull Sloane Street
150 Sloane Street, SW1X 9BX
Hours:
Mon to Sat 10am–6pm
Sun midday–5pm
