After studying fashion at Southgate College, Ozwald Boateng launched his own label in 1989. He opened his shop just off Savile Row in 1995, and helped to introduce tailoring to a new generation. Describing his work as ‘bespoke couture’ Boateng’s tailoring combines traditional techniques with up-to-the-minute styling. The angled pockets (a feature of riding jackets), high closing jacket, concealed buttons and tapered trousers result in a streamlined and fashion-conscious silhouette. Vibrant colourways are a key element of his work. In 2003, Boateng was appointed artistic director of menswear at French fashion house Givenchy.