Voyage: The Velvet Rope That Strangled Itself

Built on the thrill of denial and the power of exclusion, Voyage made people beg for entry - until no one was begging anymore. In the end, the same walls that kept the world out became the walls that buried it.

Certain brands emerge in the fashion world, captivating the zeitgeist with their unique vision and audacious approach. Voyage, a British fashion house founded by the eccentric Mazzilli family, was one such brand. Their journey, marked by exclusivity, artistic flair, and a touch of controversy, is a fascinating case study of the dynamics of the fashion industry.

The story of Voyage begins in the early 1990s, when Tiziano and Louise Mazzilli, along with their children Rocky and Tatum, established their boutique on London's fashionable Fulham Road. The brand quickly gained recognition for its distinctive aesthetic, a blend of vintage-inspired designs, bohemian chic, and a touch of theatricality. Their creations, often adorned with ribbons, embellishments, and unexpected details, exuded a sense of individuality and artistic expression.

Their unconventional approach to customer relations further amplified Voyage's reputation. The Mazzillis implemented a "Members Only" policy, restricting access to their boutique to a select clientele. This strategy, while raising eyebrows and attracting criticism, only fuelled the brand's mystique and desirability. Celebrities and fashionistas clamoured for an invitation to the exclusive world of Voyage, eager to acquire one of their coveted pieces.

Among those who sought entry into the exclusive world of Voyage were two of the world's most recognisable figures, Madonna and Naomi Campbell. However, their experiences with the brand were far from ordinary.

Madonna, the pop icon known for her ever-evolving style, was allegedly turned away from the Voyage boutique due to her casual attire. While this incident added to the brand's notoriety, it also sparked criticism for its perceived snobbishness.

Naomi Campbell, the supermodel with a reputation as fierce as her runway walk, had a more complex relationship with Voyage. Initially an exclusive circle member, she was banned from the boutique, reportedly for rude behaviour. This incident further solidified Voyage's reputation for exclusivity and willingness to enforce its strict code of conduct, even for high-profile personalities.  

Despite their initial success and the allure of exclusivity, Voyage's reign was not to last. As the fashion landscape evolved, the brand struggled to adapt - the rise of fast fashion and the increasing demand for accessibility challenged Voyage's business model. In the early 2000s, the company faced financial difficulties and ultimately went into liquidation.

The rise and fall of Voyage is a fascinating tale that encapsulates the allure and challenges of the fashion industry. The brand's journey serves as a reminder of the changing tides of fashion and the importance of adapting to the evolving landscape. While Voyage may no longer be a prominent name in the fashion world, their legacy inspires and influences future generations.

A warm thank you to Julia Jones for her impeccable eye for vintage glamour. Her carefully curated collection is a treasure trove of timeless elegance, blending history with high fashion. To explore her exquisite selections, visit her online or book an appointment at her Southport showroom. Contact her at maryjonesvintage@me.com

Photographs by Matt Porteous

Makeup: Kate Morrison | Hair: Damian Philpott

Location: Red House