To celebrate the launch of the new Boneville x MA.STRUM retail store in Spitalfields, London, the brands held a launch party in-store on the evening of April 2nd.
In addition to marking the opening of the new store, the event showcased the return of the Boneville label after a 21 year absence and previewed garments from the AW’14 collections from both brands as well as the current season collections.
Guests included Lorenzo Osti, son of the legendary Massimo Osti who founded the Boneville line back in 1981, as well as a mix of industry professionals, brand enthusiasts and the odd celebrity, including former West Ham United stars, Tony Gale and Tony Cottee and male model Ricki Hall.
John Sharp, Owner of Boneville and MA.STRUM, hosted the evening which was clearly an emotional event for the long-time entrepreneur whose dedication and determination to revive the Boneville name was central to the project getting off the ground. John, a devoted Osti fan for many years, bought the Boneville brand in 2012. He subsequently travelled to Italy to visit Daniela Facchinato, Massimo’s first wife, to ask for her support and ‘blessing’ in reviving the Boneville name, which she was happy to provide. Since purchasing the brand, John has been carefully assembling a new design team to bring a fresh perspective to the legacy created by Massimo Osti’s original work.
Creative Director Adi Wollaston (seen above with Lorenzo Osti) will co-ordinate both Boneville and MA.STRUM collections, seeking to infuse both brands with a new vitality that builds from the inspiration of Massimo Osti’s original principles of innovation and research-led design.
The store is now open to the general public and will be the only stockist of the SS’14 Boneville collection. A Boneville webstore is also due to open shortly.
Boneville x MA.STRUM
52 Artillery Lane
London E1 7LS
Tel: 020 7247 0252
Event photography courtesy of Chris Searle @ Haddon PR