Mercantile Muse

The 'muse' has long been a way for the fashion world to encapsulate a theme for a collection through the filter of a person, place or memory. Embodying a certain style or outlook, muses serve as a source of inspiration, with their unique style and personality, helping to channel designers creativity into collections.  High profile designer/muse pairings such as Jean-Paul Gaultier and Madonna, Alexander McQueen and Isabella Blow, and Karl Lagerfeld and Amanda Harlech have long been recognised as relationships that have helped shaped collections and created influences across the industry. 

With this in mind, and surrounded by some of the most creative street style in London, we took on the task of finding own our family of fashion muses to encapsulate Mercantile London. The individuals below style resonates with us, whether it's a particular way of styling the collections or just an overall vibe to draw inspiration for your own wardrobe. 

Coming from different backgrounds, and perspectives, we hope these pairings give you a fresh filter in which to approach the new season. Whether it's their boldness, simplicity or fresh creativity, there's something refreshing about the way our friends below interpret the new collections with their own unique and inspired looks.

Nazish started out as a customer and we invited her to shoot as we love her style. She ditched her high powered job in the city and is working for the Woodland trust now. Nazish has a style we all want to steal.

Africa has long been a friend on insta and when she plucked up the courage to model we were made up.  Her philosophy and ethics around clothes is refreshing and her style she just owns.  She was so glowy that soft Autumn sunshine day and her picks from this collection were spot on.

Regina used to work at the store having moved to London from Mexico City.  An Ashtanga Yoga Teacher, Ceramicist and with a Masters in Sanskrit, Regina is a total joy to be around and the calmest person we know (must be all the Yoga) we love her style as it's totally authentic, not based on fads or trends and with a wearable approach to colour. 

Jo is Mum to Natalia who works at the store, they shop together, and both as selective as each other when choosing the right pieces that will last. Jo is a gallery curator and we love her look. Proper Mercantile muse where everything even dress up pieces need to be appropriate for the cycle home.

Kat is not just an digital creator and clothes nerd she is a busy mum and veterinary surgeon. Always a ray of sunshine with a style that she just owns.
Her clothing choices are for her, man repellers are her forte, just bonkers layering, and uniqueness are her philosophy.

Lois is a long term customer who has moved out of London into the depths of Norfolk. Her needs for a product to perform well yet still look contemporary are often in our minds when buying.

See more Mercantile style and shop the AW25 collections here.