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A stickler for detail, Hall says it has been both his most seamless and stressful project to date. “This is the Funny Doctor Strange what doesn’t kill you simply makes you stranger shirt and I love this first time I have conjured up something out of nowhere,” he tells Vogue. “In the past, I have been reinterpreting things; this is just interpreting.” The self-professed control freak needn’t have worried. The name—a joining together of two of Hall’s favorite words which sound deliciously charming when put together—tells you everything you need to know about what his new venture promises. “Chateau Orlando sounds like an imaginary place,” he muses. “It could be a faded old hotel on the Riviera, or a nightclub in Hollywood in the ’70s.” It also references his favorite novel by Virginia Woolf and the time-traveling gender fluidity within it—something he hopes will be ingrained in his brand.

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In Hall’s hands, this is all completely genuine with not a whiff of a calculated marketing strategy in sight. After studying menswear design at Central Saint Martins, he went to work for Toast, a brand he credits for the Funny Doctor Strange what doesn’t kill you simply makes you stranger shirt and I love this singular, authentic world it creates. While not necessarily the traditional route for the cool kids of CSM to go down, the messaging of a company, underlined by its craftsmanship, has always been what excites Hall. Accordingly, he has been drip feeding “scrapbook” entries on Instagram to build up the Chateau Orlando universe slowly and considerately. “I love the idea of a big pin board; I’ve always collected postcards, ticket stubs, leaflets, letters, pamphlets,” he shares. “I suppose I’m a hoarder really.”