MORE ON MELROSE: Contemporary brand Theory will join Marc Jacobs and Diane von Furstenberg on Melrose Avenue in Los Angeles when it opens a 4,000-square-foot boutique on the ever-evolving street in May. The company launched its first store in the area at the South Coast Plaza shopping center in Costa Mesa last year. Theory president and co-founder Andrew Rosen said the company wanted a location within the city limits because Los Angeles is Theory's second-largest market after New York. "I found a very cool location, and I think Melrose is becoming an exciting street," he said.

NAOMI'S KNICKERS: Could Naomi Campbell be the next celebrity to launch a clothing line? The British press has reported that Campbell is in talks with London designer Christopher Kane, known for his skintight dresses adorned with an abundance of lace and ruffled velvet minidresses, to design a lingerie line together. Campbell's spokeswoman demurred on details, but said the model — who has dabbled in jeans design before — has "lots of exciting new projects upcoming." Kane's spokesman declined to comment.

SELLING MIYAKE: Fashion innovator Issey Miyake is doing retail in his own quirky way. Issey Miyake Inc. will open its first full-line freestanding Japanese store April 20 in Shinsaibashi of Osaka, Japan, where the designer's firm also will sell other brands. The shop is Elttob Tep, which reads as Pet Bottle in reverse. The name, art direction and store plan were done by Taku Satoh, who also co-directed a gallery, 21_21 Design Sight, with Miyake at a new commercial site, Tokyo Midtown. Elttob Tep offers all the brands from the firm — Issey Miyake, Issey Miyake Fete, Haat, A-Poc, Pleatsplease Issey Miyake, Me and fragrance and watches — and will introduce Somarta, designed by Tamae Hirokawa. The store is expected to generate sales of about $2.5 million (300 million yen) a year. Dollar figures were converted from the yen at current exchange. The brand's TriBeCa store in New York offers all the brands from Issey Miyake, but the integrated shop is the first of this kind in Japan. "We will establish a close connection with the stores in TriBeCa, London and Paris that will open this fall and develop the products exclusively designed for those stores. Also, we will increase the ratio of fashion miscellaneous goods from 10 percent to 30 percent," said Nobuyuki Ota, president of Issey Miyake. In strengthening its retailing business, the firm will open shops in Paris and Kobe, Japan, as well as more integrated units in major department stores "to answer the wide variety of consumers' needs," Ota said.

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