You might wonder how Alice + Olivia’s Coachella festival looks and Grateful Dead capsule collection will play in traditional Boston, where a polo shirt and khakis are considered street style.
The truth is, Alice + Olivia also offers more conservative fare with wool drop-waist dresses and embroidered fit-and-flare numbers.
Besides, Alice + Olivia ceo and creative director Stacey Bendet hopes to help loosen up the city’s conservative style a bit.
Bendet on Friday will open the brand’s 20th store, a 1,300-square-foot unit at 166 Newbury Street in Boston’s Back Bay district.
“I love the energy and style of the women in Boston,” said Bendet. “With it’s perfect blend of sophisticated and chic offerings, Newbury Street was the ideal location for our newest Alice + Olivia store.”
The store will carry the brand’s complete offering, including collection, gowns, shoes, handbags and accessories.
The unit is Alice + Olivia’s first stand-alone location in Massachusetts.
With a prime position on the mile-long Newbury Street, which is referred to as the “Rodeo Drive of the East Coast,” the store will offer customers an intimate and whimsical shopping experience showcasing the 2016 collection.
The design of the store includes a hand-painted mural that’s unique to the Boston location and features birds inspired by the Alice + Olivia brand and painted by artist Elizabeth Graeber.
Bendet chose the vintage furniture for the store, which has some of the signature black-and-white elements seen throughout the global chain, including a black and white check floor.