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September 1 2014

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Minnie Mortimer Moves In

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Since moving to Los Angeles to marry and start a family, East Coast transplant Minnie Mortimer Gaghan has been carefully honing her SoCal persona. The next step in making herself a permanent fixture on the L.A. map? A shop to call her own—tiny as it may be. “Sometimes I hold on to New York—that’s who I really am, I was born and raised there,” Mortimer Gaghan tells Style.com. “But more and more, I feel that I identify as a California girl.” Her namesake Minnie Mortimer store, set to open its doors this Monday, is situated in Brentwood, in perfect proximity to what she now calls home. “The beach and surfing culture on the west side of L.A. has become a part of me, and that is really coming out in my style and in my collections,” she says.

Set in the landmark 1951 Barry Building, the space is a solo endeavor—a departure from Mortimer Gaghan’s existing retail partnerships. “This allows me to do exactly what I’m feeling at the moment,” she says. In addition to showcasing her still-popular range of shirtdresses, the store was built to accommodate constantly rotating collections—among them, pieces that never made it into production and experimental designs that Mortimer Gaghan makes for herself.

Come spring, the young mom also plans to introduce a small range of childrenswear designed with her daughter in mind. “It’s going to be this constant canvas and experiment to showcase whatever is inspiring me at the moment,” she explains. Currently, that includes Astroturf flooring as an ironic nod to country club living and playful custom interiors that feature Mortimer’s very own large-scale photographic prints.

Minnie Mortimer opens Monday, November 7, at 11979 San Vincente Blvd., Suite 101, L.A., (310) 472-6201.

Photo: Courtesy of Minnie Mortimer

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