Uniqueness Opens Second Pop-up Store

However, online sales remain the focus for Alessandra Facchinetti's brand, she said.

With her second Uniqueness pop-up store, Alessandra Facchinetti continues to forge her own path.

“This is an itinerant and flexible way to show the collection. People stop by the store without asking who we are, intrigued by the novelty and curious about the clothes, which appear new and fresh because they haven’t been seen for six months before they hit the windows,” said Facchinetti at the Milan temporary venue on Via Montenapoleone, unveiled Thursday, which will remain open for a month. “A month is the longest term we foresee for each store,” she said.

Facchinetti, after her experiences at Valentino, Gucci and Moncler Gamme Rouge, returned to fashion last year with Uniqueness, teaming with Pietro Negra, cofounder and chairman of Pinko, which also manufactures the collection.

“The idea is to be able to wear clothes that you fancy immediately after they are presented, not six months later. It’s about immediacy,” said Facchinetti, explaining that the idea is to blur the line between the classic fall and spring seasons, as the collection can be purchased online the day after it is presented.

The designer opened the brand’s first pop-up store in London last month during fashion week. However, online sales remain the focus for Uniqueness, she said. Dresses, which range in price from 85 euros, or $110 at current exchange, to 650 euros, or $837, are the brand’s bestsellers. The brand updates the site with new products every seven to 10 days.