Giles Deacon
Giles Deacon is a London-based, founder-owned couture fashion house by designer Giles Deacon, offering bespoke couture commissions, a Shopify direct-to-consumer shop of ready-to-wear, bags, scarves and limited edition prints, and costume design services for film studios and ballet companies.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Giles Deacon does
Giles Deacon is a London-based, founder-owned couture fashion house operating under the personal brand of British designer Giles Deacon, recipient of the British Designer of the Year Award. The business operates two principal lines. The first is a couture service offering bespoke, made-to-measure garments with in-house designed fabrics, prints and intricate embellishments, sold via direct email enquiry to private clients, celebrities and royalty, with pricing not publicly disclosed. The second is a direct-to-consumer 'Electronic Shop' — a Shopify-powered storefront at giles-deacon.com — selling ready-to-wear smock frocks (e.g., Empress Smock Frock in 100% Duchess Silk satin), jacquard and book bags in silk, cotton and lurex, co-branded lambswool and cashmere scarves produced in partnership with Joshua Ellis, limited edition hand screen-printed artwork (editions of 50), authored books, and a rugs/homeware collection. Products span roughly 50 active SKUs priced from approximately $69 (books) to over $1,600 (silk clothing), with international shipping to the European Economic Area, United States and Canada.
The house also generates revenue from a third, non-retail stream: costume design services for film studios and performing-arts organizations, including Marvel, Lions Gate Films, Fox Searchlight and the New York City Ballet. Distribution is entirely direct: the owned Shopify storefront for ready-to-wear and collectibles, and a high-touch sales-led process for couture commissions. Marketing relies on earned editorial coverage across Vogue, Harper's Bazaar, W Magazine, Love, InStyle USA, Elle, The Wall Street Journal Magazine, The Times, the New York Times, Figaro and the South China Post, supplemented by an Instagram presence and the brand website. The business is bootstrapped with no disclosed funding, operates from a small London team (1-10 employees), and has no parent company, subsidiaries, or public listing. Brand credibility is reinforced by inclusion of pieces in the permanent collections of the V&A Museum (London) and the Metropolitan Museum of Art (New York).
Giles Deacon firmographics
Firmographics- Name
- Giles Deacon
- Legal name
- Giles Deacon
- Website
- https://giles-deacon.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Giles Deacon is a London-based, founder-owned couture fashion house by designer Giles Deacon, offering bespoke couture commissions, a Shopify direct-to-consumer shop of ready-to-wear, bags, scarves and limited edition prints, and costume design services for film studios and ballet companies.
- Ownership category
- akta.pro rank
Giles Deacon industry classification
Industry- Product category
- Luxury Couture Fashion
- NAICS
- Other Leather and Allied Product Manufacturing (31699)
- SIC
- Retail-Apparel & Accessory Stores (5600), Leather & Leather Products (3100)
- akta.pro primary industry
- Luxury Haute Couture (CRAAAFAB)
- akta.pro secondary industries
- Luxury & Designer Apparel Houses (CRAAAAAC), Luxury Leather Goods & Handbags (CRAKAFAB)
Keywords
Where Giles Deacon is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Giles Deacon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Couture Services: Bespoke couture design services for private clients, including custom-designed garments with intricate embellishments and bespoke fabrics
- Ready-to-Wear E-commerce: Sale of ready-to-wear clothing, accessories, bags, scarves, artwork, and books through the Shopify-powered online store
- Limited Edition Artwork: Sale of limited edition screen prints (e.g., 'Daisy Kristen' limited to 50 signed and numbered copies) and books
- Costume Design Services: Costume design work for film studios and ballet companies including Marvel, Lions Gate Films, Fox Searchlight, and New York City Ballet
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Screen Prints - Limited Edition |
| Unit Pricing | Pay-as-you-go | Designer Bags |
| Unit Pricing | Pay-as-you-go | Designer Clothing |
| Unit Pricing | Pay-as-you-go | Luxury Scarves - Collaboration with Joshua Ellis |
| Other | Multi-year contract | Couture - Bespoke Commission |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Giles Deacon product offering
Product offeringCore offering
Giles Deacon is a London-based couture fashion house that designs, manufactures, and sells luxury ready-to-wear clothing, bags, scarves, limited-edition artwork, and homeware through its own Shopify-powered e-commerce store, while also offering bespoke made-to-measure Couture services and costume design work for film and ballet productions. Products are built on in-house bespoke designed fabrics, prints, and embellishments and range from limited-edition screen prints to silk smock frocks and luxury scarves produced in collaboration with Joshua Ellis.
Product overview
Giles Deacon is a London-based couture designer offering a diverse portfolio of luxury fashion and homeware products. The core offerings include: bespoke Couture services featuring hand-crafted pieces with bespoke fabrics, prints and intricate embellishments; an Electronic Shop featuring ready-to-wear smock frocks, designer jacquard picture bags and book bags in various materials (silk, cotton, lurex), hand screen-printed artwork and limited edition prints, and luxury scarves created in collaboration with Joshua Ellis. The collections span categories including Art, Bags, Books, Clothing, Home (rugs), and Scarves, with products ranging from limited edition screenprints ($137) to couture gowns and accessories.
Differentiator
Problem solved
Functional benefit
Brands
- Couture: Bespoke couture fashion design services including custom-made garments for private clients, celebrities, and royalty
- Electronic Shop
Products and services
- Couture Bespoke made-to-measure couture service for private clients, celebrities, and royalty, mixing fashion, fine art, theatre and grand-scale glamour using in-house bespoke designed fabrics, prints, and intricate embellishments.
- Smock Frocks Ready-to-wear silk smock frocks designed by Giles Deacon, including the Empress Smock Frock in 100% Duchess Silk satin with pleated ballooning sleeves and the Hypnos Smock Frock, sold through the online Electronic Shop.
- Jacquard Picture Bags Designer handbags featuring bespoke jacquard fabrics in Cosmo Check, Hypernova, Brushstroke Camouflage, and Powderham Damask patterns, crafted in silk/lurex, cotton, and mixed fiber compositions.
- Book Bags Structured book bags including the Aperigon Book Bag (hand screen printed on organic British white linen with organic utility canvas lining), Aperigon Stripe Book Bag in heavy cotton canvas, and the Scaramouche Harlequin Book Bag.
- Bar Bags Specialized tote-style bags from Giles Deacon designed for carrying books and documents.
- Lambswool Scarves Luxury lambswool scarves created in collaboration with Joshua Ellis, featuring the Apothecary and Starling Guard designs.
- Cashmere Scarves Premium cashmere scarves designed in collaboration with Joshua Ellis, including the Wild Yarrow design.
- Screenprints Collection Hand screen-printed artwork featuring Giles Deacon's illustrations, including limited edition prints such as 'Daisy Kristen' on Somerset satin white 300gsm archive paper with deckled edges, signed and numbered in editions of 50.
- Books Published works by Giles Deacon including the GilesSølveKatie book, sold through the online Electronic Shop.
- Rugs Home decor rugs and furnishings carrying Giles Deacon's designs, sold through the online Electronic Shop.
Quantifiable outcome
- Pieces held in permanent collections of V&A Museum (London) and Metropolitan Museum of Art (New York)
- +2 more outcomes
Companies that use Giles Deacon
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Giles Deacon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Giles Deacon partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Joshua ElliscoreCollaboration with Joshua Ellis for luxury scarf collection. Includes 'Apothecary' Lambswool Scarf, 'Starling Guard' Lambswool Scarf, and 'Wild Yarrow' Cashmere Scarf. These are co-branded products sold through the Giles Deacon online store, combining Joshua Ellis's textile expertise with Giles Deacon's design aesthetic.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Giles Deacon competitors and assessment
Company assessmentBroad incumbents
- JW Anderson: Northern Irish-born, London-based luxury designer with RTW, accessories, and collaborations. Comparable British designer but operating at larger scale with broader commercial footprint than Giles Deacon.
- Stella McCartney: Established British luxury designer with global RTW, accessories, and couture-adjacent collections. Comparable British fashion house but at significantly larger scale and broader category coverage than Giles Deacon.
Direct peers
- Marchesa: London/New York-based luxury couture and red-carpet gown house known for elaborate embellishment and celebrity dressing. Comparable couture-led house with overlapping celebrity, royal, and entertainment clientele.
- Alexander McQueen: British luxury fashion house known for haute couture and dramatic ready-to-wear with strong museum presence. Directly comparable as a British designer-led maison operating in couture, RTW, and accessories with artistic-craft positioning similar to Giles Deacon.
- Temperley London: British luxury womenswear and bridal label known for embellishment, couture craft, and celebrity dressing. Comparable independent British designer operating in embellished couture and RTW with overlapping HNW and entertainment clients.
- Erdem: London-based British luxury designer known for ornate prints, embellished couture-level craftsmanship, and celebrity dressing. Closely comparable niche as a British print-led designer with bespoke offerings and high-editorial visibility.
- Roland Mouret: Paris/London-based French-British designer renowned for sculptural couture-level womenswear and red-carpet dressing. Comparable independent luxury house with couture craft and celebrity/royal clientele overlapping with Giles Deacon's.
- Roksanda: London-based luxury womenswear designer with bold color, sculptural silhouettes and couture sensibility. Comparable as an independent British designer offering both couture-adjacent and RTW collections to a similar HNW clientele.
- Christopher Kane: London-based British luxury designer known for embellished, art-driven womenswear with couture craft. Comparable independent British designer whose print-driven, embellishment-heavy aesthetic aligns with Deacon's in-house fabric development.
- Mary Katrantzou: London-based luxury designer celebrated for print-led, embellished womenswear and accessories. Comparable British designer focused on in-house textile and print IP, an approach that mirrors Giles Deacon's proprietary fabric and embellishment library.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Giles Deacon social profiles
Digital presenceGiles Deacon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Giles Deacon leadership team
Management profileNumber of profiles
Profiles1 record
Giles Deacon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Giles Deacon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Giles Deacon
What does Giles Deacon do?
Giles Deacon is a London-based couture fashion house that designs, manufactures, and sells luxury ready-to-wear clothing, bags, scarves, limited-edition artwork, and homeware through its own Shopify-powered e-commerce store, while also offering bespoke made-to-measure Couture services and costume design work for film and ballet productions. Products are built on in-house bespoke designed fabrics, prints, and embellishments and range from limited-edition screen prints to silk smock frocks and luxury scarves produced in collaboration with Joshua Ellis.
Is Giles Deacon a public or private company?
Giles Deacon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Giles Deacon founded?
Giles Deacon was founded in -1. It employs 1 to 10 people.
Where is Giles Deacon based?
Giles Deacon is headquartered in London, United Kingdom, in the Europe region.
How does Giles Deacon make money?
Four revenue lines are on record. Couture Services are the primary driver. The others are ready-to-Wear E-commerce, limited Edition Artwork and costume Design Services.
Who are Giles Deacon's main competitors?
Broad incumbents on record are JW Anderson and Stella McCartney. Direct peers are Marchesa, Alexander McQueen, Temperley London, Erdem, Roland Mouret, Roksanda, Christopher Kane and Mary Katrantzou.
Does Giles Deacon have an API?
No public API is recorded for Giles Deacon.
What industry is Giles Deacon in?
Giles Deacon's product category is Luxury Couture Fashion. Its primary akta.pro industry code is CRAAAFAB, Luxury Haute Couture, with a secondary code of CRAAAAAC, Luxury & Designer Apparel Houses. Its NAICS code is 31699 and its SIC code is 5600.