Creative Director and artist, Gyunel at work in her London-based atelier.

Creative Director and artist, Gyunel at work in her London-based atelier.

GYUNEL is a luxury brand known across the globe for creating the absolute finest in bespoke couture. Highly reputed for its exquisite craftsmanship and timeless design, it has grown to be a top choice for the world’s most influential women, whilst modestly gaining much admiration and recognition from the international press.

Founded in 2005 by Azerbaijan born, Gyunel, who then embarked on a creative quest to retell the story of timeless fashion, GYUNEL today caters to an exclusive couture clientele, offering an unparalleled by-appointment-only service at the House’s opulent showroom just opposite Harrods in London’s Knightsbridge.

With an eye for refined craftsmanship, elegance and reverie, GYUNEL has undoubtedly set a new standard in the realm of bespoke couture. Before expanding her horizons in fashion and couture, Gyunel was a successful artist. Each of her collections starts with her creative oil paintings, and is then transformed into working fashion designs.

These paintings are subsequently turned into prints on duchess, organza, crepe de chine and georgette created in-house in her London atelier. Gyunel is known for her ethereal prints and unique designs across all collections, and the supernatural theme of this collection continues to prove her signature creativity. 

Friends of the brand include Natalie Portman, Sharon Stone, Michelle Yeoh, Eva Longoria, Cara Delevingne, Olivia Palermo, Erin O’Connor, Yasmin Le Bon, Coco Rocha, Izabel Goulart, Nina Agdal and HRH Princess Al Said of Oman. 

Friends of GYUNEL wearing her creations at high profile events worldwide.

Friends of GYUNEL wearing her creations at high profile events worldwide.

At the GYUNEL Couture Autumn/Winter 2017-18 collection presented during Haute Couture week in Paris, France, all eyes were on the place Vendôme celebrated landmark that is the Hotel d’Evreux. The event took its form as a runway show attended by the likes of actress Marisa Berenson, fashion icon Christina Pitanguy, bloggers Kristina Bazan, Daniela Botero and Zara Alexandrova and designer Olivier Lapidus with his two daughters, Milla and Koukla.

A star-studded congregation arrived at the GYUNEL Couture Autumn/Winter 2017-18 show.

A star-studded congregation arrived at the GYUNEL Couture Autumn/Winter 2017-18 show.

On the catwalk appeared model and philanthropist, Petra Nemcova in ‘Fitna and the Bull’ (look 11), carrying a bull-shaped sculpted artwork on her shoulders, thus tying in Gyunel’s inspiration with the focal point of women’s empowerment principles.

Inspired by George Orwell’s dystopian masterpiece “1984”, as well as Kurt Wimmer’s “Equilibrium”, Gyunel’s latest couture collection combines avant-garde architectural lines with natural elements in what she describes as “what I imagine the characters would try to create for their utopia, after destroying the dystopian regime”. Her outfits represent an impression of nature and abstract modern architecture working together to create an otherworldly universe, full of balance between the modern and the organic.

This collection tells the story of a girl that teleports through time and space, from old books to parallel universes and mythological lands. Gyunel describes her muses as Luc Besson’s “Lucy, a character who takes drugs and begins to acquire increasingly enhanced physical and mental capabilities, such as telepathy, telekinesis, mental time travel, and the ability not to feel pain or other discomforts”, and Fitna from the Azeri folktale where a young girl carries a calf on her shoulders every day until adulthood at which time the calf has grown into a full-sized bull, in order to impart a lesson to the King that one can achieve everything with practice.

There is a beautiful sense of escapism in this particular story, and the colour palette follows this journey, as the collection flows from dark to light. Structured textiles representing the two contrasting worlds of nature and urban modernity fuse together in perfect harmony. Techniques include twisted bugle embellishments, structured translucent organza surfaces with visible loose metallic threads woven with jacquard to emphasise the turmoil one must go through when plotting against their old ideals. Geometric diamond cuts coupled with soft metallic abstract prints highlight femininity and demonstrate strength within the muse. From a dark past, our muses move towards an optimistic, idealistic future. 


Meet the Barons, the most admired people in Firenze & soon in the world.

If you have manners or style, you don’t want to miss this story. This is a previously unwritten and uncovered story about Barons and my guide to what you need to know about contemporary style and manners.

The Grand Barons. Clyde Baron, Max Noble & Kamal Eddine Regbi. By the way, that's me in the middle. 

The Grand Barons. Clyde Baron, Max Noble & Kamal Eddine Regbi. By the way, that's me in the middle. 

You know these glossy magazines about fashion? Forget about them. And the starved boy-model in it? Already forgotten. Hipster beard? I got you there, didn’t I? If you are a man and have seen other people the last year or so, you have probably wondered how the woodchopper beard would look on you. Just admit it. And then forget it and move on. Hipsters are the victims of bad and misguided marketing to make us men look like we somehow more authentic and could kill a grisly if needed. Yes, wood chopping is good. I do it every time I when I go back to Finland to fire the sauna and I wear the boots, the weared down shirt and the stocking cap if it is cold. But I don’t wear it in Copenhagen and I would not definitely wear it at Pitti Uomo. That would be inauthentic and it looks stupid.

I am in Florence, Italy, the current ground zero of men’s style and I am with real people with real ideas and most interestingly, with real impact. I am talking about new idea that somehow captures everybody’s attention at once and seems to transfer everybody facing it. Meet the Barons. The most photographed and talked about people of the show in Florence.

But before we move on, I have a confession: I am a Baron. I am probably the worst and the best person to write about Barons. I am an insider, making me not objective. Yet at the same time I have the insider knowledge and insights that no-one else has, - yet. And the story of Barons is not been told before. Why is that? Simply because it is born as I am writing about it. It is born out of the urge to have manners and style combined with coherent life-philosophy. And we are many here in Florence this week. We are the people with superior style, great manners and true values. No-one has yet written about it.

My name is Max Noble. I am an art adventurer, watch connoisseur and globetrotter, and I commit acts of nobleness around the world. This was my first part of the article serie: The Barons.

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