Trendy East London keeps revealing treasures and stimulating a sense of creative collaboration between independent businesses from different trades. Precious fashion boutique, Angela Flanders Perfumer and Hair and Jerome boutique salon joined their creative minds to stage an outstanding scenic presentation of hair, fragrance and fashion in one of the most intriguing houses in London’s Spitalfields, 18th century Dennis Severs House.

On 15th September 2011, senses were tickled from the basement to the attic and each room of the house became a “tableau vivant” with models inspired by the house itself. They showcased key looks from the AW11 collections, inspired hair styling creations and launched the new Precious fragrance, created by Angela Flanders.

It was also the perfect occasion to celebrate five years of fashion and style in Spitalfields by providing a rare opportunity to experience this unique house in a different guise.

photography Riccardo Cellotini

Kate Evans, former fashion buyer for Harrods and Harvey Nichols, opened Precious, in 2006. Tucked away in Artillery Passage, this destination boutique offers an expert edit of the seasons trends from its selected collections. Precious has established itself as a haven for women who appreciate the personal service and honest style advice on offer, from Kate and her expert team. The shop was featured as Cult Shop by How to Spend It Magazine in February 2010.
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Angela Flanders opened her Columbia Road perfumery in 1985. Over the past twenty-five years she has dedicated herself to the art of real perfumery, working with fine and rare natural ingredients of the highest quality, to create over 30 exclusive and original perfumes. Figue Noire was nominated for a FiFi Award in 2007, and the perfumery was awarded The London Magazine’s Great Little Shop Award in 2010.
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‘Hair and Jerome’ is a French family affair directed by Jerome and Cecile Hillion since 2006. The Spitalfields hairsalon opened shortly after Jerome won the prestigious British Avant-Garde Hairdressing Award and has built a strong reputation in the area and beyond. Its loyal clientele values the quality one-to-one service and recognizes the creativity and expertise of its stylists: this is bespoke hairdressing at its best!
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The house is a time capsule - sometimes opened up. Its creator was Dennis Severs, an artist who used his visitors’ imaginations as his canvas, and who lived in the house in much the same way as its original occupants might have done in the early 18th century. This he did for his own personal enjoyment, as well as for the harvest of an atmosphere which he then employed to provide the visitor with an extraordinary experience. To enter its door is to pass through a frame into a painting: one with a time and a life of its own.
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Edge and Barrett are a Hackney based family run creative agency established in 2010. The duo utilised thier past expertise in design and journalism, working with established brands (such as Fortnum and Mason, Associated Press and Christian Dior) to quickly become the go to people for their distinctive, clean and brand based design and content. With clients such as HMV, Lovebox, Tasty plc, they also run their own publication STATION magazine (stationmag.co.uk).
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