Summarize this content to 2000 words in 6 paragraphs in Arabic Stay informed with free updatesSimply sign up to the Fashion myFT Digest — delivered directly to your inbox.Visiting Mameg in LA feels more like\u00a0a cultural experience than a shopping trip. You leave with all the\u00a0satisfaction and excitement you\u00a0might have after witnessing a particularly good art exhibition. Which is fitting because, having moved last year from its location behind the Margiela store on nearby Little Santa Monica Boulevard, it now shares an elegant 1930s building with Michael Werner Gallery, wrapping around three sides of a quiet courtyard garden shaded by Australian bottle trees and featuring an abstract patinated bronze sculpture, Laokoon, by artist\u00a0Per Kirkeby.That this is a shop or a gallery is not immediately apparent. With no signage and two small windows, neat as picture frames, it\u2019s so discreet in comparison to the plate-glass flash of the luxury brands that populate this corner of Beverly Hills that a regular shopper could easily walk by. But for those in the know, Mameg, which translates as \u201cbreast\u201d in Farsi, is\u00a0a\u00a0beloved destination. Designers from global fashion houses and film industry luminaries pop in; museum directors might\u00a0stay for a picnic lunch in the garden. When I visit, a record label executive has just finished shopping and, by the time I\u00a0leave, a top casting director is trying on new-season pieces by the Belgian designer Walter Van Beirendonck.There is no such thing as an end-of-season sale at MamegThey come for the highly considered mix of clothing, accessories, jewellery, books and art objects that owner Sonia Eram and her team put together. You might see, artfully arranged on a long 1980s Frank\u00a0Gehry table, a pair of forest-green suede Loewe booties, a pile of soft Jil Sander crew necks or a handmade hat by M\u00fchlbauer of\u00a0Vienna, before your eye catches on a fantastical monkey necklace by the French designer Gabrielle Greiss. On\u00a0the rails, pieces by the\u00a0Japanese design house Cosmic Wonder hang alongside a pair of\u00a0Maison Margiela high-waisted tailored trousers and a lemon-lined, grey check wool coat by the\u00a0Belgian brand Meryll Rogge.\u00a0Eram, a quietly spoken Iranian, started the business in the late \u201990s. Its name, Mameg, came from her father, who suggested it when she told him she was selling women\u2019s clothes. For her, the pieces\u00a0they choose to sell and display are \u201cnot about the designer or the house. It\u2019s about the story inside the piece and the way\u00a0the pieces interact together,\u201d she says. She points to the beautiful tailoring of Paris-based Cristaseya as \u201cthe cr\u00e8me de la\u00a0cr\u00e8me\u201d and has a particular interest in\u00a0artisanal and multigenerational businesses like M\u00fchlbauer and the Swiss\u00a0designer Daniel Heer.Open the white cupboards that line one side of the store and you\u2019ll find handmade leather shoes by the Italy-based Japanese designer Yucca Murase in boxes that Eram will unwrap for you with hushed delight. Try on a blazer by Lutz Huelle in a dressing\u00a0room wallpapered by the Paris and\u00a0Berlin-based studio Bless, with a photograph of the Richard Neutra VDL house in\u00a0Silver Lake (the curtain is the same Kvadrat fabric seen in the image) and\u00a0you start to feel like something of an\u00a0art installation yourself. Serious collectors might be permitted a glimpse into the Mameg archive upstairs, a trove of\u00a0important late-20th-century fashion by\u00a0the\u00a0likes of Martin Margiela, Raf Simons\u00a0and Viktor & Rolf.\u00a0There is no such thing as an end-of-season sale at Mameg. \u201cWe\u2019re trying to encourage people to think about the longevity of a piece,\u201d Eram says. And you can\u2019t buy from the store\u2019s website. \u201cWe want people to come in. We want people to know about these makers and the beautiful things that they create. How could you explain all of this online?\u201d she asks. You couldn\u2019t. There\u2019s really nothing for it but to visit.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"
Summarize this content to 2000 words in 6 paragraphs in Arabic Stay informed with free updatesSimply sign up to the Fashion myFT Digest — delivered directly to your inbox.Visiting Mameg in LA feels more like\u00a0a cultural experience than a shopping trip. You leave with all the\u00a0satisfaction and excitement you\u00a0might have after witnessing a particularly good<\/p>\n","protected":false},"author":1,"featured_media":299659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[],"class_list":{"0":"post-299658","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-culture"},"_links":{"self":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/299658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/comments?post=299658"}],"version-history":[{"count":1,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/299658\/revisions"}],"predecessor-version":[{"id":299660,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/299658\/revisions\/299660"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/media\/299659"}],"wp:attachment":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/media?parent=299658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/categories?post=299658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/tags?post=299658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}