British architect Sophie Hick’s minimalist take on Alaia’s move from wholesale to D2C.
Part of the D2C push by the Richemont-owned brand, the store is a celebration of Soho with a minimal store behind fogged-out windows. Once inside the products are the heros, with an enviable array of ready to wear apparel and handbags. Decoration is from American luminaries like Robert Rauschenberge, Jonathan Horowitz, Donald Judd. This is a lesson in a compact brand showcase.
“A legendary Parisian fashion Maison with a Couture soul, Alaïa celebrates the power of femininity and the timelessness of beauty”