Fashion houses were particularly active this season, enticing consumers with pop-up stores on both sides of the Atlantic. In Milan, Chloé, which has no monobrand boutique in Italy, took up temporary residence at Corso Como to give a platform to its 16-piece reedition collection, part of its 60th anniversary festivities.
“It’s been so successful, we’ve realized New York is the place to be. It’s a very strong market for us,” says Bruno’s Marie-Anne Capdeville. “We will keep the pop-up until June at least. If we can’t stay longer, we will find something else for sure.”
Pop-ups are as fun as they are convenient. The idea is “to create a little buzz around a brand, without the long-term risks and investments of a permanent retail outpost. It’s also a kind of cost-savvy solution to get a foot in the market,” explains Japanese designer Miharayasuhiro, who feted his first pop-up in Paris’ Joyce Gallery with a koto concert and sakura liquor during fashion week. He calls it “a communication strategy to import our concept to Paris and be able to show our complete collection, as we do in Tokyo.” This included exclusive pieces the designer produced in collaboration with Bette Ridgeway and Jun Inoue, with which he “managed to attract some new clients who didn’t know the brand.”
Also at the Joyce Gallery, Mugler showed off its first handbag collection, before it officially hit stores around the globe. The brand plans a second pop-up at the Gallery, which will run until May 31, to present its summer ready-to-wear line for men and women.
Dior orchestrated not one but at an entire series of temporary boutiques around the globe—starting with Colette in Paris. The brand was looking for something different to introduce Raf Simons’ fresh take on its codes to a wider, preferably younger, audience.
Topshop’s chief marketing officer Justin Cooke explains he always has the next generation in mind when popping up some place. “Pop-ups give us the opportunity to test and play before we have our own physical space [and they] help us engage with a new customer.”
Cooke tested the strategy in Chicago and Los Angeles, where the British retailer “built up a strong local customer” before the actual store opened. Last year, the brand launched topshop.fr, an e-commerce site in French, which he says “is growing at a rapid rate.”
“We also see a huge number of girls coming from Paris just to shop on Oxford Street, so we know there is a huge appetite for the brand and we [wanted] to understand that better,” he says, adding that “pop-ups definitely create a buzz and almost always sell through all the stock, creating higher demand.”
There is only one disadvantage, cautions Colette’s forward-thinking Sarah Andelman: “Too many pop-up shops kill pop-up shops. Now I’m not sure we can still use this expression.…” Andelman cites “a show” on “Keith Haring & Fashion” running at Colette until May 3. “We’ll carry many Keith Haring products in our gallery space, so it’s a kind of ‘pop-up shop,’ but we don’t announce it this way anymore.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews