The pandemic has brought one of the favorite names of women of the British royal family to its knees. At the first difficulties arising in the period of the lockdown, the brand Amanda Wakeley had undertaken the search for a buyer who could save the company but, failing this, the company went into receivership last Friday.
The one of Amanda Wakeley it is one of those beautiful stories of British fashion that intertwine tradition and a few strokes of luck like that of getting into the good graces of Princess Diana.
It was the designer’s father who believed in his daughter’s talent by lending her £ 20,000 to open a studio and shop in Chelsea in 1990. Known for her clean, clean style. glam at the same time, as an aristocrat (her father was the baronet Sir John Wakeley), she was able to intercept the needs of the female component of the beautiful English world who was busy jumping from a banquet to a party, passing through a horse race and a wedding (he also designed a collection bridal). The appointments for which it made sense to wear a formal or cocktail dress fell short, like a domino, the Mayfair flagship store first came down, followed by concessions in the luxury department stores, accumulating debts and creditors to be repaid.
Per Diana, the designer had designed unforgettable tailored suits. The most famous is perhaps the one with which on December 3, 1993 he announced that he would step back from royal duties to try to have more privacy. Among his clients, the two most famous in recent years have certainly been the two duchesses of fashion, Kate Middleton e Meghan Markle. The Duchess of Cambridge has often sported garments of Amanda Wakeley, both in the day and in the evening version, even before she married William in 2011. The same goes for the Duchess of Sussex who chose the brand – white coat plus blue dress – for the first event from royal al Commonwealth Day Service after having also appreciated it in her life as an actress in America.
The so-called “trousergate” of the former prime minister is also linked to the name of Amanda Wakeley Theresa May. Posing for a photo shoot for Sunday Times in a pair of nearly a thousand pound leather pants, the conservative party leader was harshly criticized by her party members for the price of that garment. A debate based on nothing since, as often happens, the clothes were a loan for it shooting, but which brought out the sexism towards the clothes of women in politics: as many pointed out, no one allowed himself to poke at the expensive clothes worn by their male counterparts.
The fate of the brand is not yet completely clear. “Our main objective is to maximize the achievements for the benefit of creditors” the administration said “Amanda Wakeley and a core of employees continue to support us with our implementation strategy”. The priority of the designer who has linked her name to this chapter of fashion in the last thirty years, so much so that she was awarded an OBE in 2010 for the service rendered to British fashion is “to mitigate the impact of insolvency on the company’s creditors. », He says in a note with which he begins to make the round of thanks in advance. It is not the first stormy sea that the brand faces: it had already lost the Amanda Wakeley company but had regained it. «To our customers, many of whom have become our friends, thank you for your loyalty» she adds «I am deeply touched by the many messages of support addressed to my family and the company during the crisis. It is an honor to design for you ». At that present time a note of hope peeps out – however faint – in this requiem.

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