Thursday, 29 January 2015

INTERMEZZO / "Remains of the Day" with Hardy Amies .

№ 14 Savile Row
On 12 November 1945; Virginia, the Countess of Jersey (erstwhile Hollywood film star and the first Mrs. Cary Grant), who had been a former client during Hardy’s days at Laschasse, financed Hardy Amies move to Savile Row. The following January, Amies established his own couture fashion house business: Hardy Amies Ltd. Although Savile Row is the home of English bespoke tailoring, the Hardy Amies brand developed to become known for its classic and beautifully tailored clothes for both men and women. Hardy’s business quickly took off in the postwar years when customers, who had been deprived of couture for the preceding years, snapped up his elegant, traditional designs. Hardy was quoted at the times as saying, “A woman's day clothes must look equally good at Salisbury Station as the Ritz bar”. Amies was vice-chairman of the Incorporated Society of London Fashion Designers from 1954 to 56, and chairman from 1959 to 60.
Hardy Amies is located at 14 Savile Row besides Cad & the Dandy.

Amies was successful in business by being able to commercially extract value from his designs, while not replicating his brand to the point of exploitation. Amies was one of the first European designers to venture into the ready-to-wear market when he teamed up with Hepworths in 1959 to design a range of menswear. In 1961, Amies made fashion history by staging the first men's ready-to-wear catwalk shows, at the Savoy Hotel in London. The runway show was a first on many levels as it was both the first time music was played and for the designer to accompany models on the catwalk.

1 comment:

Jane and Lance Hattatt said...


The story of the rise and fall and rise again of Hardy Amies is indeed a fascinating one.

We have always adhered to his mantra of......'never wear brown in town.....'