Fashion & Beauty


Ahead of the British Summer Season V V Rouleaux, London’s iconic haberdashery opened a bespoke hat atelier – V V Chapeaux – within its Marylebone Lane shop on 2nd April.

The inspiring destination spotlights the brand’s bespoke hat design service, that offers a modern twist on millinery with all the magic of V V Rouleaux’s customisation for the season and beyond. Bespoke hats can be designed, created and delivered in 3-5 days, and an edit of over 100 ready to wear head pieces are also available offering a clever option for last minute event or occasion dressing. The service is led by Founder and Creative Director Annabel Lewis.

For over three decades V V Rouleaux has been the go-to for fashion and interior insiders’ needs and luxurious finishing touches. From boucle trims to double sided velvet and pure silk grosgrain ribbons, lace, decorative feathers and flowers, many pieces are handmade or sourced from V V Rouleaux’s incredible archive of vintage embellishments.

Annabel’s passion and creativity for beautiful hat design is paired with her warm and welcoming approach, ensuring her clients feel at ease and come away confident and delighted with their headwear choice. Her eye for colour and mixing together modern styles with vintage accessories ensure no two of her hats are the same. She can advise on the best hat shape and style according to trends or personal taste; from Jackie O inspired pillbox hats to increasingly popular net veiling and decadent statement hats fit for Ascot’s Royal

V V Rouleaux has seen a huge increase in client demand for hats, with orders exceeding 100% in the past year driven by weddings and seasonal events.

The atelier at V V Chapeaux offers three services:

V V BESPOKE: A bespoke hat design service guided by Annabel Lewis. Clients can choose from 30 hat shapes, with each style sitting on a headband in order to avoid a lengthy fitting process. With styles available in a range of seasonal colours, the hat can then be adorned with V V Rouleaux’s incredible selection of embellishments, creating a unique hat to match any outfit. Beautiful feathers, silk and velvet flowers, crinoline netting, ribbons, beads, gems and trims are expertly applied by hand within the atelier. With a worldwide unmatched range of choice V V Chapeaux can create extraordinary, one-of-a-kind hats. The service takes 3-5 days.

V V READY TO WEAR: An exclusive collection of over 100 handmade, one-off hats designed
and handmade by Annabel, all infused with her wit and creativity. From perchers to pillboxes, headbands to wide brim hats, Annabel individually designs the base then delves into V V Rouleaux’s vintage archive and their own exclusive artisan made embellishments to decorate. Highlights from this year’s collection includes the ‘Del Mar Deb’ made from Swiss braid straw, which is no longer in production, with hand stitched Italian sequined anthurium flowers from the 1980’s, the ‘Scabious Lilac Gloire’, a bright percher topped with vintage lilac flowers from the 1940’s and the ‘Black Tango Noir’, a small brimmed hat featuring undulating
natural black crin and hand cut feather flowers. Customers can visit the atelier to try on and
walk out with an exclusive, wonderful hat the same day. The collection is also available to order online.

V V REINVENTS: Offering a way to update your wardrobe sustainably, V V Chapeaux can
creatively bring new life to well loved hats by adding new embellishments and trimmings.
Hats with net veiling are immediately transformed when a different colour netting is added, or the addition of seasonal flowers creates a headpiece that can be worn throughout the year. V V Chapeaux can also take family heirlooms and create stunning embellishments or, re-purpose them for a unique style. Flowers made from the silk of a treasured wedding dress or the attachment of a family brooch can be a tasteful addition to a hat resulting in a meaningful design that tells a personal story.

V V Rouleaux, London’s iconic haberdashery has also announced a partnership with The
BoTree. The partnership between these Marylebone institutions comes as V V Rouleaux
launches their bespoke hat atelier for the summer Season: V V Chapeaux. Founder, Annabel
Lewis started the shop in 1990 with a passion for textiles and design, and a belief that everything
can be trimmed!

The atelier offers a modern approach to millinery, including the option to create a bespoke hat in
just 3-5 days or choose one-of-a-kind hats from its ready to wear collection. Guests staying at The BoTree for the month of June will be able to book a special package including a champagne breakfast, beautiful embellishments from V V Rouleaux and a special offer for V V Chapeaux services – perfect for those needing a base for the London Season.

To design a truly tailor-made creation, ahead of the stay, guests will be able to share details on the occasion for their hat as well as personal style preferences. Guests will then have the option
to visit V V Chapeaux for a bespoke hat fitting or Ready to Wear Consultation to find the perfect
hat. Their chosen hat will then be delivered to their room.

Annabel Lewis, Founder of V V Rouleaux was delighted with the partnership adding that ‘We
have been on Marylebone Lane for over 15 years and we have loved seeing The BoTree become
a new addition, it’s a wonderful place and the atmosphere is superb’.

To coincide with the partnership, there will be a display of V V Rouleaux hats in The BoTree
lobby throughout the month of June.
The special package can be booked here.