The inaugural Mémoire collection includes Italian-made leather journals and luggage tags, stationery and Murano glass candles with an eye for luxury …
Perhaps the biggest definition of luxury – in today’s racing, digital age – is the ability to tap into slow living. This is precisely what model and entrepreneur Rosie Huntington-Whiteley had in mind when she co-created Mémoire, a new lifestyle brand that’s a love letter to the rituals that make life feel abundant.
Described as a luxury keepsake brand, Mémoire’s first collection comprises just seven items. Among them are Italian-made leather journals and luggage tags, stationery and Murano glass candles. The whole vibe is analogue. The zenith of this is the bespoke swan notecards printed on fine cotton paper from American stationery specialists Crane.
“My mother’s generation used to send thank-you cards, write diary entries — that’s simply how they went about things,” Huntington-Whiteley told British Vogue. “And now, we’re seeking out the analog world because it feels like an old tradition gone by.”
While the price-point is firmly at the investment end of the scale (think: £195 to £390 for a hand-poured candle in a Murano glass vessel), the brand’s lifestyle imagery – featuring lush vignettes of the British countryside and palatial gardens that major in whimsy – is certainly aspirational. Perfect fodder if you have designs on your own – to use the brand’s terminology – “heirlooms in waiting”. Or any kind of heirlooms, for that matter.
