LOS ANGELES — Contemporary brand Theory has opened its second store in Southern California, joining a growing number of brand names on the two-block strip of Melrose Avenue across from Melrose Place.
The 4,000-square-foot corner unit has neighbors such as Diane von Furstenberg, Marc by Marc Jacobs, Diabless and A.P.C. Helmut Lang, which is owned by Theory's parent company, Link Theory Holdings Co. Ltd., is to launch a boutique next to Theory in late summer.
"You have a very exciting group of stores that are opening on [Melrose Avenue]," said Theory president and co-founder Andrew Rosen, adding that Southern California is the company's second-largest market after New York. Theory launched its first retail store in the region last year at South Coast Plaza shopping center in Costa Mesa, Calif. "We wanted to open a store in L.A. proper," he said.
Rosen declined to discuss sales expectations for the store, which carries the entire Theory collection. "Our business is expanding and has been expanding globally,'' he said. "Both New York and Los Angeles are synonymous with contemporary fashion. I think, clearly, as Theory thinks about expanding that both cities are important."
The design of the Melrose Avenue space, a former art gallery, is based on the company's Manhattan flagship, which opened last November on Gansevoort Street in the Meatpacking District. Still, California sunshine is a key design element in the store, pouring through floor-to-ceiling windows that comprise about half the total wall space. Apparel, which is priced from about $60 for a tank top to $1,000 for suiting, hangs from moveable ceiling fixtures inspired by industrial meat racks.
Slouchy leather handbags occupy low, white-painted wooden tables and hang from hooks. Silver metal tables displaying accessories such as sunglasses, belts and candles break up the store's black-and-white color scheme. Mies van der Rohe-inspired white leather chairs and benches pepper the space, often near large potted cacti and succulent plants. The floor is concrete.
"The response has been great so far," said store manager Annaka Nielsen, who also helped launch the South Coast Plaza unit.
The New York-based company was founded in 1997 and operates 16 full-priced retail stores and 15 outlets in the U.S., in addition to one store in each of these locales: Paris, Monaco, Athens, Beijing, Shanghai and Hong Kong.
@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