The House of Hardy Amies celebrates its past, present and future

Hardy Amies has, since 1945, enjoyed a unique position on Savile Row, as Britain’s first couture house.
The House was acquired by new investors at the end of 2008. A major, year-long refurbishment has paved the way for the new direction, to re-establish Hardy Amies as a leading tailoring house.

Sir Hardy first turned his hand to menswear in 1961 and three years later, on the launch of his menswear style bible, The ABC of Fashion, he exclaimed: \"A man should look as if he bought his clothes with intelligence; put them on with care; and then forgotten about them,” which clearly illustrated the suave and understated style of British menswear at the time.  The much-publicized re-issue of The ABC of Fashion in 2009 proved it still to be, if a little ironic, the ultimate guide for men - and women.

No stranger to menswear, Sir Hardy Amies designed the suits for the 1966 England football team and was the first fashion designer ever to stage a menswear fashion show during the 1960s, attracting many of the style icons of the era - from Peter Sellers to David Hockney. Truly inspired, Sir Hardy Amies was also the first designer to incorporate music to a catwalk show - and the now ritual designer’s bow at the end of the show!  So influential was his ‘look’, that the creators of the hit TV series Mad Men credit Sir Hardy Amies as the inspiration for the style of their menswear design.

Hardy Amies always enjoyed a special relationship with the House of Windsor, as Sir Hardy was dressmaker to HM Queen Elizabeth II for almost four decades. Continuing this strong bond, the royal connection flourishes today, inspiring the new Autumn Winter 2010 Collection. The House has established a close relationship with Lord Frederick Windsor as the new Royal Brand Ambassador.

Lord Frederick Windsor favours a more traditional appearance for his wardrobe, as he explains: “I wear the more classic English style well, it’s a look I feel at ease with and comfortable in”. Lord Frederick’s distinctively English look pays homage to his father, Prince Michael of Kent. Athletic, confident, with effortless style and charismatic personality, Lord Frederick is the embodiment for the new Hardy Amies Man.