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Emilia Wickstead’s Effortlessly Chic Pieces Previewed at Cotogna

Gwyneth Paltrow among those celebrating the special launch with MatchesFashion.com

BY Damion Matthews - Photos by Drew Altizer - May 12, 2016


Gwyneth Paltrow was leaving just as we arrived recently for a private luncheon at Cotogna in Jackson Square. In town for her Goop MRKT pop-up on Maiden Lane, she had stopped by to see the guest of honor, her friend, London based designer Emilia Wickstead.

The occasion was the launch of a new eight-piece collection Wickstead designed exclusively for MatchesFashion.com, and a small group of Matches’ San Francisco customers were on hand to preview it in person prior to it becoming available online starting May 12th.

Emilia Wickstead
Emilia Wickstead

“I just love that women here are effortlessly chic,” Wickstead remarked, as she looked around the room. “Where what you’re wearing is wearable, and there is an element of it being sort of throw-on and effortless. There is something very cool in the way women here today are dressed up.”

Lauren Goodman, Anna Gavazzi Asseily, Tom Chapman
Lauren Goodman, Anna Gavazzi Asseily, Tom Chapman

Guests such as Goop’s Britt Pattner, the Gagosian Gallery’s Anna Gavazzi Asseily, Whitney Skibell, Sarah Somberg, TheRealReal founder Julie Wainwright, stylist Mary Gonsalves Kinney, Lana Adair, Heidi Castelein, Sonya Molodetskaya, Sobia Shaikh, Nina Stanford, Lauren Goodman and others mingled while admiring the capsule collection of cotton print dresses and separates.

The lower priced pieces are a first for Wickstead, who is known for her ultra chic occasion-wear in luxury fabrics, worn by Paltrow, Kate Middleton, Rose Leslie, Leila Yavari, Kate Bosworth, Brie Larson, and other international tastemakers. “I’d never have made anything like this before. It’s a little bit more casual,” she said, noting that because the pieces are 100% cotton, they’re great for summer holiday dressing.

Luke Chapman, Ruth Chapman, Tom Chapman
Luke Chapman, Ruth Chapman, Tom Chapman

Also attending were Matches’ founders Tom and Ruth Chapman, with son Luke. They used their rare visit to San Francisco as an opportunity to meet with local customers, understand the Bay Area market, and of course enjoy the City’s best restaurants, such as Cotogna. “I’ve been here for a few days, and I feel I’ve put on five pounds in the process,” Tom told us.

Up next was a trip to Los Angeles to host a pop-up shop with Eric Buterbaugh, and dinner at Chateau Marmont, right before the new collection’s live debut at MatchesFashion.com Considering how gorgeous the prints are, and how enthusiastic Wickstead’s customers, you’ll want to place your order quickly!

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