One of the greatest joys of my work is opening doors for clients that would otherwise remain firmly closed. To prod and question experts so that they can see beyond their own knowledge and discover something new. This began as focused strategy sessions, but has since evolved into something far more powerful: carefully curated real-world and bespoke immersions that allow clients to experience their industry from completely different perspectives.
These experiences fast-track insight. They allow clients to not only think differently but to see, feel, and understand their industry at the highest level.
One such occasion arose whilst working with Ally Van Iten, CEO of the USA division of House of Colour, the world’s number one network of personal stylists. As an advisor and consultant to the brand, I was able to deepen their understanding of the fashion industry, from high-street brands and international designers to couture. How craftsmanship, colour, and attention to detail shape not just fashion but also confidence, identity, and the customer experience.
An immersion was crafted. I arranged a behind-the-scenes visit to the HQ and atelier of Stewart Parvin. Regarded as “the final bastion of British couture”. I invited Ally Van Iten and Emma Higgins, a director from the House of Colour London HQ, to join me for a rare chance to meet Stewart and access a world beyond fashion and branding; the pinnacle of craftsmanship and luxury.
Stewart Parvin’s Knightsbridge atelier
Stewart Parvin is a Royal Couturier and was a long-standing designer to the late Majesty Queen Elizabeth II. He is a master at dressing women to enhance confidence, elegance, and presence. With decades of experience serving royalty and high-profile clients worldwide, he is widely regarded as a leading authority on occasion wear, colour, and couture craftsmanship.
Tucked away on Motcomb Street in Knightsbridge, Stewart Parvin’s townhouse atelier spans four floors and feels like stepping into a private cocoon of luxury. It was here that I brought Ally and Emma for an intimate, behind-the-scenes immersion into the world of couture.
From the moment we entered, the atmosphere was hushed, elegant, and deeply focused on his craft and process. Stewart welcomed us warmly and began by guiding us through his latest collections, which were displayed across the ground and first floors of the townhouse.
From silhouette to stitch
In the main salon, Ally and Emma were invited to explore the new collection, touching fabrics, examining silhouettes, and seeing firsthand how Stewart designs wardrobes for his clients rather than isolated garments. He spoke about building compact yet versatile collections made up of beautiful wardrobe hero pieces that clients invest in over time.
In his collection, were exquisitely tailored double-faced wool crêpe jackets finished with hand-covered pop studs, fluid blouses and trousers designed to work seamlessly together, and eveningwear rich with embroidery and craftsmanship.
Stewart showed us the tiny details that define true luxury: the hand-stitched hems, the perfectly cut edges of double-faced fabric, the handmade labels, and the quiet precision of couture finishing. These are the details that you could never appreciate on a runway but define the ultimate luxury in fashion, the experience of wearing something made just for you.
Inside the atelier where the magic happens
We then moved into the heart of the house, into the workrooms where his team of seamstresses, pattern cutters, and tailors bring designs to life. Here, work was happening in real time. Patterns were being cut, garments steamed, fittings prepared. The beating heart of craftsmanship.
Stewart shared how each season begins with inspiration and sketching, and how even couture clients, who ultimately commission made-to-measure pieces, are first presented with a collection from which they choose and adapt. He presented sketches created for clients and explained how individual needs, bodies, and personalities shape every design.
Fabric books from around the world were brought out, and this naturally led to one of the day’s most important conversations: colour.
Colour, confidence, and the Queen
For House of Colour, whose work centres on helping people understand which colours flatter them best, this was a particularly meaningful moment. Stewart discussed how colour influences not only aesthetics but also how clients are perceived and how they feel when they walk into a room.
His stories about working with the late Queen Elizabeth II were particularly compelling. He explained that her use of colour was never accidental and had become a powerful part of her public identity. Helping her stand out, connect with people, and feel strong.
Later, we had the opportunity to interview Stewart more formally, capturing insights regarding his work with the Queen, his couture clients, and the philosophy behind his design process.
The Immersion concluded
Observing an industry legend such as Stewart Parvin in his atelier could not leave anyone uninspired. His dedication to the finest detail, his deep passion for fit, beautiful fabrics and colour, and the experience gained from dressing women whose clothing shapes how they perform their roles, left us in awe.
Ally and Emma reflected on the experience and the immeasurable insights they gathered, returning to House of Colour with renewed energy and determination.
“Over my past three visits to London, I have had the privilege of spending time with Joanne through a series of bespoke fashion experiences, each deepening my understanding of style, craftsmanship, and the wider fashion industry. She brings the history of iconic brands to life through personal insight, a keen eye for detail, and an extraordinary ability to make fashion tangible and meaningful.
One of the most memorable experiences was an immersive visit to Stewart Parvin’s Mayfair atelier. Listening to Stewart describe the creative journey from sketch to fabric selection and the meticulous craftsmanship behind made-to-measure tailoring was truly enlightening. His reflections on colour, fit, and client relationships, alongside stories of his close collaboration with the late Queen, revealed a designer who genuinely understands women’s bodies and uses clothing to build confidence rather than conceal insecurity.
Joanne’s knowledge, passion, and expertise are exceptional, and the experiences she curates are unforgettable. I would wholeheartedly recommend Yulan Creative to anyone seeking to engage with the fashion industry in a meaningful and inspiring way,” said Ally.
Since then, House of Colour has celebrated 40 years, and Stewart Parvin MVO is celebrating 30 years in business. Two well-known British institutions were brought together. Different businesses, but with the same shared goal: Empowering clients to feel confident and to shine.
Want to get deep into the industry of fashion with bespoke business immersions? Contact us here.
Joanne Yulan Jong is a Creative Strategist, Fashion Writer, and Author of the bestselling book THE FASHION SWITCH ‘The New Rules of the Fashion Business’. She has been invited to be a regular columnist for WWD magazine.
