Aquascutum to launch personal tailoring

Aquascutum is to launch a personal tailoring service for women this autumn. The company, which was founded in 1851 by tailor John Emary, will have an in-house tailor where customers will be able to choose from a plethora of fabrics and linings for a personalised wardrobe, such as the Aquascutum's renowned coats and suits. Aquascutum has dressed many a celebrity of the decades, including Greta Garbo, Cary Grant, Humphrey Bogart and of course the Royal Family. The company rapidly made a name for itself with its patented weatherproof cloth.

This season, Aquascutum's heads of design, Michael Herz and Graeme Fidler, focused on bringing new silhouettes to the brand, playing with proportion of classic pieces and reconstructing them with an irreverent twist. Remaining true to the company's ethos, the quality of the current collection is determined by a commitment to superior craftsmanship. All pieces begin life on a mannequin, and an extremely nig level of expertise is required to incorporate hand-finished elements, such as the needle-pint panels or Swarovski-crystal embroidery, which is undertaken at the Royal School of Needlework.

Unlike other British brands, most Aquascutum textiles are developed exclusively in British mills, which produce cutting-edge fabrics such as showerproof silks and hi-tech cotton blends, putting a novel spin on established designs and mixing fashion and function. Aquascutum is located at 100 Regent Street, London.