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Fashion Lifestyle Style Sustainability

Visit MY WARDROBE HQ at Liberty London

MY WARDROBE HQ at Liberty London

In a retail first, from today customers can rent fashion from MY WARDROBE HQ in store at Liberty’s iconic Great Marlborough street store.

Customers can browse a selection of womenswear RTW and accessories on the 1st floor between 11th February – 31st March, with designers including Coach, The Vampire’s Wife, Lulu Guinness, Gucci, Chanel, Saint Laurent, Rixo, Franks London and so many more. From weddings and races to galas and garden parties; our specially curated edit of event wear exclusively available at Liberty will see you through every occasion across the year. Partnering with Liberty London on this project, MY WARDROBE HQ founder and CEO Sacha Newall explains, “Liberty London has so much heritage, there really is no other department store like it. We’re all about experiencing newness in a modern way and Liberty is all about heritage, while embracing the new; it’s a revolutionary new way of consuming fashion and I can’t think of a better brand to partner with.”

Here, Liberty London’s Chief Marketing Officer, Madeline Macey reveals why Liberty has partnered with MY WARDROBE HQ and how she sees rental and retail co-existing…

Why did you choose to partner with MWHQ? As a retailer that has always championed discovery, we are excited to be working with MY WARDROBE HQ who are disrupting the way customers are shopping in a sustainable way which we know our customers will respond to.

Who is the Liberty woman and why do you think she will embrace MWHQ and fashion rental as a concept? Ours is an artistic shopper, they don’t answer to trends but their own self-expression. They have also been actively informing us of their desire to shop fashion and accessories in a more sustainable way so I’m excited to see how they respond. Our vintage offer, which we have had for 14 years, has grown 66% up YoY which is a direct example of how our customers shop outside of the norm.

How do you see rental and retail co-existing? At Liberty, we have always embraced quality craftsmanship and design over fast-fashion, and so are delighted to offer our customers a new way to enjoy the Liberty edit. We stock designers and pieces we believe will last longer than a season in someone’s wardrobe, but also appreciate sometimes you have the need for a one off special moment, or particular time in your life like a holiday or a Honeymoon that requires some designer supplements! Shopping consciously is the way forward.  

Which designers do you think are excelling/embracing sustainable fashion? BITE Studio are a new brand we are bringing on board who have some great tailoring I will be wearing this season, while Paloma Wool is a big winner with our customers already.

What inspired the Liberty collection featured in our edit? The Liberty RTW collection has only just launched to much fanfare. It’s a beautifully detailed collection created here in our London studio inspired by prints from the archive and each piece is timeless.

Which pieces from the Liberty collection would work well for renting and how would you style them with existing wardrobe pieces? Our classic Hera peacock print has been re-imagined in gold, brown and black which is how Liberty do Leopard print! I will be wearing the shirts and dresses across different looks.

Visit MY WARDROBE HQ on the 1st floor at Liberty London between 11th February – 31st March 2020.

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Fashion In My Wardrobe MWHQ MyStory

In My Wardrobe….with Madeleine Macey

With a career spanning fashion brands Temperley London and Manolo Blahnik, it’s little surprise that Liberty London‘s Chief Marketing Officer Madeleine Macey has one of the most extensive and desirable wardrobes in London. Filled with floor-sweeping gowns, sample sale and vintage shop finds from Burberry, Vilshenko, Stella Jean, and plenty of Temperley London, each piece comes with its own fantastical story that’s as exciting and effervescent as its wardrobe owner.

Having cut her teeth as a showroom model for Roland Mouret, it seemed only natural for Madeleine to wear some of the pieces for a photoshoot in her balmy Bali-esque back garden – all of which can now be rented and bought exclusively on MY WARDROBE HQ.

We sat down with Madeleine to chat Elton John and Naomi, modelling for Glyndebourne and the female artists we should be following now…

MyStory…black Roland Mouret dress. This dress was a gift from Roland Mouret to me from one of his earliest collections. I wore it to one of the most amazing events of my life held at Hampton Court Palace, where Elton John played live to an intimate crowd of extraordinary people raising money for an important Russian children’s charity. Also, a particularly memorable moment was when Naomi Campbell literally used me as a crutch to walk her across the palace’s cobblestones in her ridiculous shoes. I can’t say it was the beginning of a beautiful friendship… 

Roland Mouret dress available to rent on MY WARDROBE HQ

Your earliest fashion memory…My mother used to work as a guide at Bath’s Fashion & Textile museum so I’ve been surrounded by many references from a very early age.  But the first penetrating fashion moment that really shaped my love of fashion was at 16 when I saw a video of the iconic white jersey cutout gown by Tom Ford for Gucci from his 1996 white gown era strutting down the runway…. I’ve been chasing that look and feel ever since. 

GUCCI by Tom Ford AW’96

What’s in your little black book? Corsica is a place I visit every year. I try to explore a new region every time – it’s so untouched and beautiful and the Corsican’s are such a proud and brilliant people. Please don’t go there, I want it to remain empty!

Favourite items you’ve borrowed… My family loves going to Glyndebourne. As a child I’d watch my mother get ready for the great summer moment and these dresses were highly coveted. It was a lovely moment when a couple of years ago, they chose me to be their poster girl wearing one of my beautiful Temperley dresses with an Osman jacket – it was like I’d completed a piece of personal history!

Your most visited tabs on your laptop..I almost exclusively operate by iPhone … I wonder if we’ll have laptops in the next few years??

Three people we should be following Instagram… My best friend @Andrewarginarmstrong. He is hilarious and can wear a hat and a statement earring better than anyone known. His feed makes me happy. @benpenreath for ultimate house inspiration and how I plan to live when I’m a grown up. @thegreatwomanartists. A powerful curation of all the extraordinary female artists you are yet to hear about and need to. 

Painting by Mamma Andersson

Where you go or what you do when you want to feel inspired? Tour a National Trust property. 

A sustainable switch you’ve adopted that you try and live by every day… My fashion shopping habits have massively changed. I am more likely to be trawling the charity shops than designer floors. Once you get the hang of the fruitful areas of London and the well edited stores, you will be amazed what you can find. I discovered this Armani 1990s show stopper which can now be rented on MY WARDROBE HQ

Armani dress available to rent on MY WARDROBE HQ

Rent Madeleine’s wardrobe including these dresses by registering on MY WARDROBE HQ or contacting info@mywardrobehq.com

Feather print gown, black lace gown and white lace gown all Temperley London, oyster lace dress Luisa Beccaria, yellow dress Nehera, maroon gown Roland Mouret.

Photographer Chris Pugh; Stylist Alessia Farnesi