CASE STUDY: Stylists Charlotte Stockdale and Katie Lyall joined Matchesfashion.com founders Tom and Ruth Chapman at Mark’s Club in Mayfair on Tuesday night to mark the exclusive launch of the Chaos brand of luxury tech accessories at the retailer.
Chaos, founded by Stockdale and Lyall, is an evolution of the duo’s creative consultancy business, which has worked on projects and campaigns for brands including Fendi and Anya Hindmarch, and editorial shoots for the biannual magazine Garage.
“We wanted it to be, like, when you unpack your bag at lunch, you’re as proud of your phone case and charger as you are of your handbag or your shoes, and we think you should change them as often,” explained Lyall, wearing her phone dangling from a chain around her neck.
“We love to make things, we have a really great time together,” said Stockdale, who has styled a decade’s worth of Victoria’s Secret runway shows. “We recognized there is a gathering market for certain things like phone cases that are beautiful, that are playful but luxurious.”
Stockdale described the collection as a modern-day answer to old-fashioned desk accoutrements: “A bit like a 21st-century answer to the inkwell and blotters; when they’re all laid out, they should look beautiful together.”
“We also have a line of tracksuits that were born out of mine and Katie’s desire to wear comfortable clothes that people look at and go, ‘Oh! Quality! Luxury!’ We did use a classic bridal silk for the tracksuits; it was a nightmare to sew.”
For now, only the tech accessories are available on Matchesfashion.com, while the customizable tracksuits and phone cases will soon be available from the Web site Chaosfashion.com. Prices start at $59 for a gold-plated charm to $250 for a leather phone case with a fluffy red and white pill motif.
The Chaos launch is backed by a film directed by Yvan Fabing, and starring some of Stockdale and Lyall’s favourite models, including Anna Ewers, Taylor Hill, Karlie Kloss, Edie Campbell, Binx Walton and Barbara Palvin.
They have plans to expand into more categories but are taking small steps. “We are working on a covered portable phone charger right now, but our plan is to be very specific with the categories that we roll out.”
Guests at the dinner included Stockdale’s husband Marc Newson, Yasmin and Simon Le Bon, Edie Campbell, Charlotte Tilbury, Alice Temperley, and Tallulah and Amanda Harlech, who Lyall said was wearing the “outfit of the night” – activewear leggings and a black tweed Chanel coat, all topped with a huge green afghan coat.
“Her Sweaty Betty looks are my favorite,” said Lyall. “She wears Sweaty Betty gym leggings and then mixes it with Chanel couture. She’s the only person in the world who can pull that off; if I tried to do that, I’d look like I’d rolled through the wrong department at a department store.”