Ask anyone which street is the beating heart of luxury fashion in Los Angeles, and the answer is always the same: Rodeo Drive. While most guidebooks and style itineraries will include a visit to this venerable stretch of high-end stores as a “must see,” there is another swanky block that should get that designation, too. And that’s Melrose Place. This quiet, tree-lined street offers a distinctly different vibe. While Rodeo Drive easily lends itself to the leisurely art of window-shopping, Melrose Place is more subdued. Luxury storefronts are tucked away behind climbing vines and thoughtfully landscaped gardens; aromas of top-drawer perfume exhale from open doorways. Yes, it’s more hushed and lush, but make no mistake — it’s just as ritzy.
In the past few weeks, new stores have been popping up on (or near) Melrose Place with the speed of popcorn zapping away in a microwave. First was By Far, purveyor of nostalgia-laced shoes and bags. Then there was Wolf & Badger, the brick-and-mortar manifestation of the retailer’s online marketplace that stocks an array of independent designer wares. And of course, on June 7, the highly anticipated Adidas x Gucci arrived on the block, sending the place in a frenzy of activity. Two events, one on Friday for the celeb and another on Saturday for the general public, feted the arrival of this highly anticipated union. Here are some deets about each one of these newcomers and what to expect.
By Far
Hailing from Bulgaria, twin sisters Valentina Bezuhanova and Sabina Gyosheva, along with their lifelong friend Denitsa Bumbarova, started the brand back in 2016. The philosophy was to create shoes that were not only comfortable enough for running ‘round town all day, but also stylish, versatile and eco-friendly. Made with deadstock fabrics, the brand’s lineup of shoes and ’90s-inspired shoulder bags quickly ballooned in popularity, and last week, they finally touched down in Los Angeles.
Designed by DE-YAN, the multidisciplinary design studio responsible for dreaming up electrifying exhibits for industry giants like Louis Vuitton and Fenty, the interior is awash in pale creams and whites. It’s a light-filled oasis of calm — imperial green marble and travertine stone flooring, curved textured walls and sunshine-yellow beams. Playful restraint is the brand’s métier, and here is where this is most evident.
By Far’s block heels and handbags are perched on white-plaster pedestals across the space, and showcased, like artwork, on subtle shelf displays. In the VIP room tucked off to the side, you’ll find even more goodies. In contrast to the rest of the store, this little hideaway bursts in tangerine-orange, showing off the brand’s more colorful lexicon. “Initially, we created a shoe line that was basic, soft, and extremely comfortable,” the founders said in a 2019 interview with COOLs. “Now, we’re going crazy with colors and textures […]”
Despite the pandemic, By Far doubled its sales in 2020, and is preparing to seek its first round of outside investment.
“We have grown 10 times since our first year, and we are still independent,” Gyosheva said.
Though the brand has no plans to give up wholesale, physical retail is a big priority. By Far will launch its second store in Shanghai in September, and is evaluating options in Europe. “We want to have our own presence and identity in big cities like New York, Miami and Beijing, where our community is, because we want to strengthen our relationships with our clients.”
And they are not stopping with accessories.
“We want to become a full lifestyle company,” Gyosheva said. “We see doing every category through our lens, including apparel. Our style is exciting but wearable, it suits everything in your wardrobe, but it is also still animated and fun.” And the colors, including baby pink, lavender and super green, are vivid and chic but not rainbow and childish, she said.
The founders recognize that it’s a big investment to open alongside Gucci, Balmain and other luxury labels on Melrose Place. “Either you do it in a big way or you don’t do it,” Ignatova said.
To celebrate, the brand will close down part of the street on Wednesday night for a 100-person dinner and a musical performance. Expect lots of “It” girls.
[...]
Author: Mari Makatsaria
June 19th, 2022
https://marigoround.com/2022/06/19/melrose-pl-welcomes-adidas-x-gucci-by-far-others-to-the-block/
Photos: Mari Makatsaria
Comentarios