When Masha Hanson discovered some of her favourite designers weren't available online or in London, she decided to do something about it. Hanson now runs 29 Lowndes, a multi-brand store stocking high end labels including David Koma, Azzaro and Alexandre Vauthier (who she is responsible for pioneering).
She describes her clientele - which includes celebrities, It girls and international socialites - as women "of all ages, who like to look sexy and glamorous and turn heads wherever they go."
With New Year's Eve coming up, we asked Hanson to curate her very own party style guide, whether you're seeing in 2019 at a country house party or on a private island.
A white tie party
"For the most head-turning number, opt for a crystallised Alexander Terekhov gown in indigo blue. This dress comes with a hefty price tag but is guaranteed to make an impact."
Alexander Terekhov gown, £10,470, buy now
A country house party
"Alexandre Vauthier's velvet puffer jacket will keep you warm and cosy, yet ultra fashionable at a country house NYE party. Layer it over any outfit to go outside and watch the fireworks!"
Alexandre Vauthier jacket, £2,200, buy now
A party in a bar
"This cut-out cosmic girl look by David Koma will surely make a statement and brighten up the night."
David Koma dress, £2,035, buy now
A black tie party
"For a black tie event go for this classic yet extremely sexy Alexandre Vauthier black crystallised gown - you'll feel like a Hollywood bombshell."
Alexander Vauthier gown, £4,440, buy now
A house party
"This plexiglass beaded midi dress is ideal if don't want to be constricted by a gown. It's a perfect length for you to dance the night away while making an impact with its decadent beading and geometric construction."
David Koma dress, £4,195, buy now
An island getaway party
"For a daring island getaway look I love this metal mesh Fannie Schiavoni number. Her creations are available exclusively at the 29 Lowndes Belgravia store, and she will personally fit you if you need an alteration."
Available exclusively at the 29 Lowndes store in Belgravia
A party in a ski resort
"Alexander Terekhov's velvet crystal embellished holographic minidress is a great choice for a ski resort NYE party. The long sleeve turtleneck bodycon style is guaranteed to keep you warm yet it's still undeniably sexy!"
Alexander Terekhov dress, £6,515, buy now
A dinner party at home
"For a NYE dinner party at home a black sequinned David Koma dress is an elegant and safe choice - the high front leg slit adds an extra va-va-voom to this look."
David Koma dress, £1500, buy now
A nightclub party
"A nightclub NYE party calls for an ultra-sexy LBD but with a little extra edge. This stretchy David Koma dress with large crystal detailing on one side of the deep v-neck is a perfect pick if you're planning to dance the night away."
David Koma dress, £1265, buy now
