Following the sad news that Angels Fancy Dress is on the hunt for new London premises following the closure of its West End store, PartyWorldwide.net decided to take a closer look at the history of the iconic retailer.
The landmark store, which has been based on Shaftesbury Avenue for 180 years, has been looking for new premises since its landlord announced plans to renovate the building.
As one of London’s longest-established family businesses, Angels Fancy Dress first began supplying Londoners with costumes in 1840, when Queen Victoria was on the throne.
The Shaftesbury Avenue building is widely credited as being the world’s first costume hire shop. Originally opened by Daniel Angel who had arrived in London from Frankfurt as a penniless tailor in 1813, it began life as a second-hand clothing store.
When the business was passed to his son Morris, he realised the potential which came with shop’s West End location. Many customers were actors from the nearby theatre district who had to provide their own clothes for auditions and performances. Morris realised that actors were prepared to pay a deposit and a small fee to borrow costumes, and so the concept of ‘costume hire’ was born.
As Tim Angel, current ceo and chairman, commented in the recent company biography, Behind The Seams; “Often a part would not go to the actor who gave the best performance, but the one who had the best suit.”
Angels Fancy Dress has provided generations of Londoners with costumes since then, outfitting everyone from Elton John to Victoria Beckham, Barbara Windsor to Joan Collins.
The Angel family are deeply upset to be leaving their Shaftesbury Avenue roots. Tim Angel CBE (who has also served as chairman of BAFTA and governor of the BFI), is the business’ current ceo. Tim’s three children also work within the business: Daniel as costume director, Emma as director of Angels Fancy Dress, and Jeremy as creative director.
Until new central London premises can be found, Angels Fancy Dress will be operating from its Hendon branch and online at angelsfancydress.com.
