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.”
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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye