When Eryn Brinié opens its doors on Broadway in SoHo today, shoppers might wonder about the name behind the store. It belongs to a French designer living in New York, who, if the clothes that line the 2,700-square-foot shop reflect her personal style, likes her fashion slouchy and chic. She’s also pure fiction.
Eryn Brinié is a character dreamed up by the label’s South Korean design and marketing team. The company was launched last fall by Avista, a Seoul-based apparel group that operates three other brands, BNX, Tankus and Kai-Aakmann, with a total of 212 stores in South Korea. “In the Korean market, there has been a big trend toward anything related to French chic,” says Kris Jeon, Eryn Brinié’s U.S. managing director, of the collection’s somewhat gimmicky concept. “So far it’s been really well-received in [South] Korea. There’s a bit of mysteriousness to the name, which was a good way to get people interested in the brand because they want to know who Eryn Brinié is.”
Of course, Jeon and Co. realize that the name won’t sound as unique to the American ear. And while the brand’s Korean Web site further promotes the company’s fictional designer by way of an online diary, similar steps do not yet exist here, where the appeal will more likely lie in Eryn Brinié’s snappy fashion and accessible prices. “We are trying to fill the gap between mass retailers, like H&M and Zara, and contemporary brands by providing a higher-end design aesthetic at a very reasonable price,” says Jeon. Thus, fall’s ombré knit cardigans in soft pastels, ruffled miniskirts, jeans, leather jackets and skinny pants average between $85 and $90.
With 37 stores in South Korea and two in Shanghai, China, the New York store, which was designed by Studios Architecture and works the mainstream side of modern, is Eryn Brinié’s first foray into the U.S. market, where the company sees major growth potential. “The Korean market is very fragmented and saturated for retailers, and the U.S. is one of the biggest markets in the world, so we’re really looking to grow there,” says Jeon, noting that the line, which is just beginning to wholesale (accounts include Planet Blue in Los Angeles and Lounge in New York), plans to open eight to 10 more stores in the New York area in the next year. Looks like Eryn Brinié is going to be one busy girl.
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