BEVERLY HILLS — Missoni is making a statement with the opening of a flagship — the brand’s first California store — on Rodeo Drive here after three years of planning in a period marked by global economic turmoil.
“When we started this, we didn’t suspect anything about the coming recession,” chief executive officer Vittorio Missoni said. “We signed the lease then, and there it all went. But we knew we needed to be in L.A. We got a great spot, and we had to open the store.”
Missoni said he expects sales at the 7,500-square-foot Beverly Hills boutique, which launched Saturday, to soon outstrip the unit on Madison Avenue in Manhattan.
“I think the L.A. market will perform better for us than New York,” he said. “The brand is such a natural fit for the West Coast, where people have a relaxed attitude and the look is easy and natural. New York has been deeply challenged in the last year for us. These are hard times.”
The boutique sells a full range of Missoni items and clothing, including the full men’s and women’s lines, an expanded array of the swim and beachwear collections and sunglasses. There are decorative candles for $360, signature Missoni scarves, $175, reversible bikinis, $405, and caftans, $1,075.
The boutique is on the northwest corner of Rodeo Drive, at Little Santa Monica Boulevard, an ultramodern white building with floor-to-ceiling glass doors, skylights and an intricate woven steel design along the building’s exterior.
The store had been three separate boutiques, including the former Theodore space and a florist shop. Combining the spaces and building out the new store took more than a year. All the furniture and fixtures were custom-made in Italy.
“It took a long time, and we had to wait because of the economy,” said creative director Angela Missoni. “The fixtures and doing everything custom was tremendously expensive, but I have a lot of hope in the L.A. market.”
That hope includes launching another Missoni boutique in Malibu, Calif., this year.
In Beverly Hills, the open, gallerylike space is stark white, with intricate glass and wood display cases and fixtures. The store was designed with a number of smaller rooms off a long, brightly lit corridor that house different parts of the collection.
The wide main hallway, with ceilings that are 26 feet high in some places, leads to a chartreuse light box mounted against the store’s main wall — a focal point for displays and the area of the store dedicated to the Missoni Home collection. A VIP area with a separate entrance is just off the large home collection area.
The design concept will be unique to Los Angeles, and eventually the store will carry pieces designed exclusively the Los Angeles market, Angela Missoni said.
“It’s meant to be as though you are walking down the street and the rooms are all the boutiques, like separate little shops dedicated to accessories, sunglasses, men’s, women’s and the home collection,” said Antonio Monfreda, who designed the store and oversaw the construction with colleague Patrick Kinmonth.
Missoni has about 30 stores worldwide, including a new unit in São Paulo, with doors to open this year in Brasilia and Saudi Arabia. There are also plans for Missoni stores in Shanghai and Beijing.
The brand is pursuing expansion of its hotel chain franchise, a partnership with Rezidor Hotel Group. The first Hotel Missoni opened in Edinburgh last year and a new hotel will open in Kuwait this year. The hotels are intended as a vehicle for the Missoni Home collection.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)