Upon meeting Jerome Dreyfuss – the man – you immediately get drawn in by his mass of little boy curls and the mischievous glint in his eyes. To spend time with him is to appreciate why he is one of our favourite males in fashion.
Much like the branding of his eponymous handbags, Jerome is discreet, enigmatic even, and his new shop on the corner of Berkley Square, is the perfect embodiment of the man and the brand. The store, on the site of an old bank, has been curated by Jerome with an incredibly fine eye - even down to the screws that are bolted into the walls. 'I searched for those screws forever. Even if you have to be very close to notice, I wanted them to be every bit as beautiful as the rest.'
Whilst any interaction with Jerome is filled with humour, he's much more serious about the purpose of his bags. It's about the craftsmanship, utilitarianism and all round usefulness.
His goal: to simplify your daily existence. That translates into thoughtful details (well-placed, perfectly sized pockets and the tiniest, most useful built-in torch) that make his bags easy for daily use.
The fashion insider's favourite bag finally has a home on British turf and the wait was worth it.
And for those of you who live too far away to visit, the website gives a nod to the mischief of the man behind the brand: as you hover over each bag, the site exuberantly exclaims each name. Scroll through our favourite pieces from the aw15 collection and then go touch, feel and stroke his gorgeous wares on Berkeley Square now.
Jerome Dreyfuss store: 20/22 Berkley Square, Mayfair W1J 6EQMore