The favorite fashion finds of Olivia Wilde, Whoopi Goldberg, Martha Stewart and others are up for sale at Story in its latest installation Her Story.
The West Chelsea boutique Story, which unveils a new retail concept every six weeks or so, has partnered with Dressbar at Dress Barn for this latest one. As a starting point, Story founder Rachel Shechtman selected 14 dresses from Dressbar’s new designer collection with such brands as Luxe by Carmen Marc Valvo, Mixt by Heidi Weisel and Lovely by Adrianna Papell.
Shoppers, especially celebrity-loving ones, will no doubt be drawn to the selections made by 13 well-known women who are among the installation’s 35 curators. All of the items showcased were created by companies founded by women and for women. Interspersed throughout the displays are inspirational quotes such as GE’s Beth Comstock’s advice, “Ask for help. People want to help you.” Hashtags are everywhere in the digitally minded store. Her Story shoppers will also be encouraged to use the RECHO app to record their personal stories about dresses and tie them to the place where they are recorded.
Her Story also has printed mini-interviews with questions like, “What’s something the Internet doesn’t know about you?” In response to that, Stefani Greenfield admitted, “I am a frustrated songwriter.”
Many curators went the self-serving route, choosing labels they are affiliated with such as HSN’s chief executive officer Mindy Grossman who went with Bagalia, as well as Iris Apfel’s and Serena Williams’ HSN labels. My Next Act founder Greenfield, who is also creative brand director on E!’s “House of DVF,”chose Diane von Furstenberg accessories. Meanwhile, Desiree Gruber, Greenfield’s business partner in another accessories collection, Theodora & Callum, went with their own brand. Ditto for Malia Mills, whose choices included a vegan leather bustier bikini and visor from her Malia Mills’ Hell Yes capsule collection, and Ann Dexter Jones, who drew from her signature collection of accessories. Hannah Bronfman was all about healthy habits and all-natural, selecting Heroine Chic activewear, Moon Juice beverages, Panatea matcha, Carditorial cards and S’well reusable bottles.
Others seemed to be more altruistic. Wilde, who cofounded Conscious Commerce with Barbara Burchfield, went with Maiyet’s signature Kenyan-made bangle. As a brand ambassador for fashionABLE, a company that aims to create sustainable business for Africans, Minka Kelly opted for that brand. Perhaps building upon the momentum behind her annual American Made summit, Martha Stewart chose foodie-type items from Owl’s Brew, Two Tumbleweeds and Brooklyn Slate Co. (Her non-Internet known disclosure was, “I read at least one book a week.”) And Goldberg’s selection took the Her Story concept full circle, by choosing Finell handbags, a brand she first discovered at Story.
Throughout May, Her Story will be home to a number of special events including writer-turned-bridesmaid-for-hire Jen Glanz’s “Funny Story…How One Woman Became a Pro Bridesmaid” on May 12, Dress Barn and dressbar.com’s style director Cate Sheehy’s “Babes Who Brunch” May 17 event and a Beyoncé-inspired dance class with Banana Skirt Productions on May 23 and Fern Mallis will share her own personal story during a May 27 Q&A with Shechtman.