Aella, the digital brand whose motto is "Made for a woman who wears the pants" — a reference to its comfortable, machine-washable and flattering styles — will operate a pop-up shop in Manhattan with several like-minded brands. Uniform: The Collective, as the pop-up is called, will run from March 7 to March 31 at 501 Lexington Avenue.Aella, which bowed in 2014, has been sold in temporary shops at Bloomingdale's 59th Street flagship and several of the retailer's California locations.Uniform will feature products that make up a modern woman's daily uniform, including Aella's work-to-play clothing, Neely & Chloe handbags, Thelma shoes, Peet Rivko skin care and Mave New York shaving products.The pop-up will be designed and merchandised like a boutique and furnished with Los Angeles retailer Capsule Home's streamlined furniture and sleek fixtures.
Rather than opening individual pop-up shops, the participating brands decided to band together since they target the same type of consumer and their products don't overlap. “Our customers are all ambitious go-getters who want to own quality items they can use day in and day out," said Eunice Cho, Aella's founder. "The brands we’re working with create the modern woman’s ‘go-to’ items, including the LBP (little black pant) that she can wear 24/7, classic loafers that are comfortable enough to traverse the town and timeless and durable leather handbags.”
Events at Uniform: The Collection will include a launch party on the 7th, from 6:30 to 8:30 p.m.; Friday happy hours at 5 p.m. and a book release party for "The Big Life," which is about getting it all — on your own terms — by Badass Babes founder Ann Shoket.