Jenni Kayne Heads To The Westside-------
Since opening her first stand-alone store in West Hollywood five years ago, Jenni Kayne has been steadily managing the strategic growth of her eponymous label. With that growth comes expansion, in the shape of her second retail outpost on the Westside of L.A. Affected by the city’s pervasive driving culture, Kayne sensed an unavoidable need. “I love the Westside, and I feel like we have a different clientele over there that doesn’t come over to the West Hollywood store,” Kayne told Style.com. And the opening seems to come at the perfect time. “When I opened Almont [her first store], I wanted it to be successful and happen organically and give that store all of my attention. I really feel the same way about Brentwood. It’s the right time to really focus on it.”
Situated in the picturesque—and paparazzi-heavy—Brentwood Country Mart, the 1,200-square-foot space features a design play that is cohesive with Kayne’s casual-luxe appeal. “I wanted the store to be in line with the Country Mart’s aesthetic, but I wanted it to feel a little bit more whitewashed since it’s closer to the beach.” How did the designer’s California-bred brand of easy elegance translate? “I wanted it to feel similar and clean but have its own identity at the same time.” Her sorbet-hued Spring collection and rainbow palette of d’Orsay flats strike a perfect contrast against the whitewashed walls, brass fixtures, and bamboo wood paneling that runs the length of the store. The new space also features a heavier mix of accessories—including Proenza Schouler bags. “We’re looking to really grow into other designers, too, but I wanted to start really small.” The theme of growth continues with talks of where a third store may open (Santa Barbara and San Francisco sound appealing) and how her latest collection is progressing. Naturally, “very California” is how she’d describe it.
Jenni Kayne, 225 26th St., #30B, Santa Monica, CA.