Machine-A: Beyond the boundaries

London's Machine-A boutique has emerging and avant-garde brands at its heart, says Rebecca Gonsalves

London's emerging design scene may be world-class, but for a long time younger and more avant-garde designers have found it difficult to secure stockists through which to sell their work – and fund future collections. But Stavros Karelis, the creative director and owner of the newly re-launched concept store Machine-A is hoping to tackle this historic problem.

The boutique in central London is the latest in a series of projects that Karelis first started in 2008. It has emerging brands at its heart, with a focus on London designers such as Louise Gray, Nasir Mazhar and Agi & Sam – as well as established international brands renowned for pushing boundaries including Chalayan, Mugler and Raf Simons.

"Machine-A is all about industry-leading design and brands that are producing fresh and exciting products," says Karelis who works with co-director, stylist Anna Trevalyan on the project. "There's such a wealth of creative fashion talent here in London making desirable products and with real momentum behind their brands that aren't being catered for within retail. Creating a space where customers can see what's current and finding the next big thing has always been the focus of our buying philosophy."

The boutique launched during the recent London Fashion Week with a party in association with bi-annual style magazine Rollercoaster – a fitting time to celebrate given the focus on the capital's talent. Stocking both menswear and womenswear, the new venture will be supported by an international e-commerce site, ensuring that the brands can reach whole new markets.

"Supporting the most talented in the industry and offering a platform for their budding brands and a unique opportunity for customers to be a part of this crucial initial stage of potentially the future of fashion design really sets Machine-A apart," says Karelis.