Thursday, 21 May 2009

They'll Match you Up in Style

                                           Part of Matches Boutique's - Freda Collection
Matches Boutique is a elegant, chic boutique which was launched in 1990 in Wimbeldon and now 19 years later has expanded to have 13 stores across London. Matches Boutique stocks a large range of designer collections ranging from high end classics such as Burberry Prorsum, YSL,Diane Von Furstenberg, Azzedine Alaia, Chloe as well as newer up and coming labels - to list a few, The Row(a line designed by Mary-Kate and Ashley),Nathan Jenden, Future Classics and and of course Matches own exclusive label - Freda! 
I have interviewed Ruth Chapman the owner of Matches and Creative Director of Matches own line Freda.

( Check Out Matches Boutique's Blog - )

When was Matches boutique launched and what gap in the fashion market was it aiming to fill?


Matches was launched in 1988 in Wimbledon . Impeccable customer service has always been at the forefront of the business from its launch. Although the product was quite different initially; it then developed into a new concept focusing on luxury product.


 Did you have any favourite collection in Fall 09 Fashion week?


The Freda collection for AW09 was my favourite because Jo Sykes is now designing it. Second would be Jo Sykes own collection, ‘Sykes’ which is exclusive to Matches. Sykes has been my favourite collection for the past 3 seasons and I don’t understand why she’s not more famous than she is!


 Are there any new up and coming designers that you see a lot of potential in do become a worldwide fashion house in the future?


Jo Sykes and Mary Katrantzou and also Hannah Martin for her jewellery, which is so right for now - real jewellery with a totally modern aesthetic.


 How many different designers does Matches boutique stock at the moment?


Matches stocks 50 menswear brands and approximately 107 women’s wear collections, (split between our international stores and our Spy stores.)


 What are your favourite trends for Fall/ Winter 09?


The over the knee boot, especially the flat ones from Stella McCartney, the waistcoat jacket as seen at Sykes and 1940s as seen at Roksanda, Lanvin and Bottega Veneta.


 Who would you say is your style inspiration from the past or present- and why?


Diane von Furstenberg because she is a dear friend who I continue to be inspired by. I am totally energized by her – she is a real life style guru.


Where do you hope to see Matches boutique in 10 years time?


With a bigger online business at, to have developed our own Freda line and to be wholesaling the collection internationally and for our shops to still offer the consumer a retail experience that feels like a leisure activity. Supporting cutting edge new designers and helping them to come to the forefront, whilst still making service the number one thing.


 Describe your personal style in 5 words?

No fuss, paired down, elegant, relaxed, feminine



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