London’s Scarecrow Boutique celebrates 10 years & welcomes Masato Label

Scarecrow Boutique is 10 years old. They celebrated with an in-store party and launch of their newest addition to their range – Masato Label.

ChicFantastique guest blogger Lucy Maitre was sent to the party (with great excitement) to join in the celebrations, meet the man behind the label, and the woman behind this little boutique making a lot of noise in London’s Crouch End (N8).

For fans and followers of ChicFantastique, you will know that we love and support Masato Label. One of our newest loves via the world of Twitter is Adriana Green and her very gorgeous store Scarecrow Boutique who she owns with Susanna.

The ladies describe their boutique as an ‘Aladin’s Cave’ for unique designers, and bespoke pieces, as well as for Adriana’s own label. Adriana is a very talented knitter having trained at the London College of Fashion. She then set up on her own specialising in her own knitwear designs 19 years ago.

Above is a photo we took of Adriana’s gorgeous knitted cardigans for little ones. I sent this photo to ChicFantastique on the night, and she cannot wait to get her hands on one of these for her Mini M.

So it’s a great excuse for a Friday evening party which attracted regulars, friends and supporters of each of the designers that feature in store, and fashionistas.

Unlike ChicFantastique, this is the first time I meet Masato. His new line is the beau of the ball tonight. There’s a wonderful vibe and atmosphere and everyone is in high spirits as the Scarecrow Boutique team make us feel so welcome.

In amongst ‘oohs and aahs’ of excited guests pawing over the Masato label, I manage to have a quick fashion chat with the man of the moment about his new range and his plans for the future.

Masato has used tonight to launch his new “affordable range” of tops, skirts and shawls in animal and geometric print, along with his staples of suede and wool.

All the garments are cut interpretively at the bottom to give each piece a “quirky” style. A Masato design will always be quirky, you may even suggest that his “designs don’t make sense.” It’s a little like Chaos Theory. His signature ‘drapey’ look is still present, and he says “it’s a good look for everyone – flattering in all the right places.”

My eye is drawn to a long sleeved, cropped Masato jumper with a geometric pattern in shades of grey, blue and green. It’s perfect for the winter, and I’m instantly in love with it. What I particular love on this garment is the three-inch strip of wool which is sewn across the jumper just above the bust.

From what I am seeing in true Masato style, is his signature tactile elements, or add-ons to each of his designs. With this jumper, I just want to stroke it.

Another favourite from tonight’s collection is another jumper – It’s a mixture of different patterns and textures which looks like a patchwork design.

It’s finished with animal print edging on the sleeves and the collar. “I chose to add it to the collar and not the bottom of the jumper because it is quirky, different, really makes you want to explore it more because your eye tells you to”.

The jumper is a thin material but one that could easily be worn during A/W. The animal print is striking and stands out beautifully as it is mixed with great thought with the geometric patterns in different fabrics. The result is a beautiful garment both eccentric and classic.

Masato plans to create a spring/summer range which will be unveiled at the Bath In  Fashion event in March 2012. Massato Label is currently also being sold exclusively with Fashion Capital in Bath. Like Scarecrow Boutique, Fashion Capital chooses independent and individual designers to showcase and sell their bespoke one-off pieces. You will also find Masato donning the catwalk at Brighton Fashion Week.

Commercially, Masato Label is looking to add an e-commerce element to their website to widen their market. Creatively, Masato would like to spend some time exploring different fabric dying techniques.

He wants to experiment with different colours, fabrics and techniques getting inspiration from illustrators and artists as well as his time working with the Giles Deacon team. So can we see a collaboration on the horizon?

“Yes, I would love to work with a designer, artist or illustrator to create my own fabric prints and patterns.” Masato would also like to design for maternity. This is music to ChicFantastique’s ears…

Masato must ‘mingle’ as it seems there are a lot of guests quite taken with his hand made creations, and I’m hearing that quite a few items have sold already.

Up close and personal - we love this piece, which sold on the night

It’s time for me to take a good look around the store and see what other gorgeous finds Adriana has included in her Aladin’s Cave. It’s literally seconds before something catches my eye…It’s YUKI.

I’m also lucky enough to be introduced to the designer Karen and her company YUKI TOKYO. I adore a navy blue and gold pullover-style vest which is light-weight and sits loose. It has a translucent back with a printed design of chains on it. Karen explains that she strives to design garments which keep the “body free”.

They want to design clothes that can be dressed up or dressed down, clothes which don’t cling and clothes that you feel comfortable in. Karen shows me how the vest pullover could be dressed up with a waist belt or a hip belt with some leggings and high heels.  And how it can be dressed down with a pair of jeans or leggings and a cute pair of pumps.

Lydia Wall is also here with her collection of hats and head pieces which are attracting a lot of attention – and rightly so. Her leather flower clips are a must-have. They are constructed and hand painted by her and you can see in every design her attention to detail is pin-point sharp. I’m adding one of these to my wish list.

My other find of the evening is Eleanor Pearce and here with her new collection of fine art drawings, Christmas cards and hand painted plates. It’s her hand painted plates that everyone is going crazy for. I must investigate these further.

Throughout the night the store gets busier. It’s proving to be a very popular event. Great designers who are very happy to speak with guests, even show guests how to wear one of their designs.

This night is a fantastic, exciting experience and I think everyone will join me when I say Happy Birthday Scarecrow Boutique and good luck Masato!

Scarecrow Boutique is located at 55 Park Road, Crouch End, London N8 8SY. Telephone 0208 3475164


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