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Maison de Saison: a curated luxury womenswear pop-up dedicated to the classic British season

Maison de Saison was born out of founder Sarah Kate Byrne’s innate love for British summer fashion and the recognition that there was a gap in the market for a pop-up dedicated to women’s occasion wear. This sentiment was echoed by William Woodhams, CEO of Fitzdares, who admitted that men could easily find their top-to-toe outfit for Royal Ascot or Goodwood under one roof while women had to visit numerous places.

Sarah has established herself as a hugely in-demand stylist specialising in occasion wear, especially around the key horse-racing events, such as Royal Ascot, as well as events that comprise “the season”. One of her high-profile clients, Francesca Cumani of ITV Racing, is regularly cited as a style icon off the back of the looks Sarah creates for her.

In partnering with Fitzdares, the most world’s most exclusive bookmaker & iconic Savile Row tailor, Huntsman, Maison de Saison has identified partners with a true understanding of the season, fashion, style & etiquette. This natural collaboration, coupled with Sarah’s wealth of experience as a founder of an e-commerce start-up & frequent pop-up curator, is perfect for bringing Maison de Saison to life.

Sarah Kate Byrne said: “Expect a curated edit of luxury womenswear & millinery brands to get race, polo or wedding ready, showcased alongside Huntsman Savile Row’s menswear collections. I recognised there was a clear demand for a specialised shopping destination featuring an exclusive range of clothing, millinery & accessories, all carefully chosen for the key events of ‘the season’”.

Housed in the exquisite Huntsman Club Room on Savile Row, the popup will run from 17th-23rd May. Londoners can drop in anytime between 9am-5:30pm to browse the curated collection of fashion, millinery & accessories. Owner, Pierre Lagrange said, “Huntsman has dressed gentleman for the Season since 1849, and in 2014 dressed the first women in tails for Royal Ascot, so it was a pleasure to accept to host Maison de Saisonat No. 11 Savile Row to give Huntsman and Huntswomen an occasion to complete their bespoke outfits.”

William Woodhams, CEO of Fitzdares said:“Sarah’s vision for Maison de Saison really struck a chord and we could think of no more suitable partners to enter the glorious British summer with than Maison de Saison and Huntsman. This pop-up is the perfect excuse to celebrate women’s fashion in the context of racing and summer sport as a whole.”

Featured brands will include De la Vali, Anna Mason, Vivien Sheriff & Aquazzura as well as emerging brands such as Edward Mongzar & Epok. Given Sarah’s talent for sourcing magical one-of-a-kind pieces, it will include a whole host of hand-picked vintage pieces – think 1950s Dior – that Sarah has collated from her expansive vintage network.

Private styling appointments are available via

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