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.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"