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The Modern Gentry

Written by Jennifer Jaconelli
Monday, 07 December 2009 07:30

The Modern Gentry is an initiative formed to both explore and rejoice gentleman’s luxury fashion. Last week, The Modern Gentry held a six day event, from November 30th until December 5th, hosted at the Alma showroom in London’s Savile Row.

This collective celebration of contemporary deluxe brands for men showcased a number of renowned and respected London labels, including Savile Row tailor E. Tautz, Hannah Martin jewellery and Lodger’s bespoke luxury footwear. It was purposefully ensured that all brands involved encapsulated the original meaning of luxury, containing an air of exclusivity, impeccable craftsmanship and a timeless style. Representatives from all collaborating brands were present throughout the week to inform and educate visitors on the intricate and dedicated techniques used in order to create their apparel.

The Modern Gentry have attempted to reinstall the true definition of luxury back into high-end brands. Various occurrences in the world of fashion, such as the introduction of masstige brand extensions and lower priced ranges of luxury brands have aimed to bring availability to the masses, which have inevitably lessened elite and precious connotations. The addition of the recession and increased purchasing selectivity has strengthened the need to re-educate consumers on the benefits of buying luxury brands. By creating an event that presented an amalgamation of male luxury fashion labels, it was hoped that guests would be reminded about the positivity’s behind why luxury goods provoke such ardent lust.

As part of the Modern Gentry events, a production of short films by each collaborator was broadcast and discussed at SHOWstudio.com on December 4th. This articulates a current trend that has been seen in various luxury fashion brands recently. By transcending through creative barriers and giving a more experiential element to high-end fashion brands, they are attempting to involve their customers as much as possible to obtain brand loyalty and provide more than just the product.

The Modern Gentry have made a worthy contribution in the quest to shift the essence of luxury in menswear back to its rightful position, with an innovative platform of informed entertainment which is hoped to make its mark on the Modern Gentry of London.