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Margaret Howell on pioneering craftsmanship, androgyny and fashion consistency

Margaret Howell on pioneering craftsmanship, androgyny and fashion consistency
Margaret Howell on pioneering craftsmanship, androgyny and fashion consistency


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Margaret Howell opened her first and only Italian boutique in January 2015, during the Pitti trade fair in Florence. Until this Tuesday afternoon, she had never returned. It feels good to come back here after 10 years, observes the 77-year-old woman, who made her big return to celebrate the anniversary of the store's opening. To see it lived so well.

Well-lived is something that Howell aficionados tend to appreciate most in her clothing, while Howell's own brand is itself extremely well-lived: she founded it in 1970. Instinct and the values ​​that shape its products were formed before concepts like slow fashion or ethical consumption were even discussed, but they embody them in many ways.

Image may contain Lupita Nyong'o clothing, formal wear, suit, blazer, coat, jacket, adult person standing and pants.

Margaret Howell AW21.

Photo: Mark Kean / Courtesy of Margaret Howell

The Florence store, currently decorated with finely photographed close-ups of archival Howell pieces with materials sourced from or manufactured by partners including Carraro, Lardini, Tivoli and Mantero, is on the north side of the city's Ponte alla Carraia, in Piazza Carlo Goldoni. Also by chance, Caroline Attwood, CEO of the brand since last November, lived in this same building at the turn of the millennium when she worked for LVMH. I just ran into my old landlady, reports Attwood. She couldn't believe it!

The Mulberry alum says she's taking a deliberately thoughtful approach in her new role at Margaret Howell. It’s something so consistent. So how do we move things forward? A new website will be available in September, she suggests. The unsexy things like processes and infrastructure are very important.

Attwood adds: We were ambitious behind the scenes, but we weren't captivating and we weren't in a hurry. Margaret's story showed that being slow and steady works.




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