2 posts tagged "Avenue 32"
Every day, Style.com’s editors reveal their current obsessions—and where to buy them. Check out today’s pick, below.
This Friday is my 27th birthday. In recent years, it’s become something of a tradition for me to buy a new dress to celebrate the occasion. But with the Fall Haute Couture shows now in full swing, I’ll be glued to my desk for the rest of the week, so I’ll be finding my party look online this time around. Hands-down, my favorite e-tailer at the moment is Avenue 32, which focuses on promoting emerging talent. While perusing the site’s well-curated selection, I regularly come across new designers to keep on my radar, and recently stumbled upon this perfectly feminine, striped linen frock by up-and-coming Italian label Vivetta. With its cute bow and cutout details at the sides, it’ll quickly become a staple in my summer wardrobe. I’ll be pairing my birthday dress with these fantastic cobalt blue suede sandals by Maryam Nassir Zadeh, and topping it all off with my vintage jean jacket, which will make the outfit casual enough to fit in with the hipsters at the psych rock concert in Bushwick I’ll be headed to.
Vivetta pale blue cutout Rosa dress, $258, Buy it now
There’s Bond Street, Madison Avenue, Rodeo Drive, and now, Avenue 32 is making a play to join the list of luxury shopping neighborhoods. If the name doesn’t ring a bell, that’s because the e-commerce site has yet to open its virtual doors. When Avenue32.com launches November 29, the site will debut 35 “boutiques,” including Preen, Edun, and Anndra Neen, curated by each brand’s respective designers.
“The initial idea behind creating boutiques for each individual designer was so that we could showcase more complete collections and customers would be able to choose from a wider selection,” Avenue 32 founder Roberta Benteler tells Style.com. “We aim to give customers a unique insight into the world of these designers and the fashion industry as a whole, creating what feels like a more personal and emotional relationship that emulates the charm of offline shopping.”
For their first outing, Benteler and her co-founder, Juri von Randow, have brought in a diverse list of brands, including 3.1 Phillip Lim, Azzaro, Emilio de la Morena, Todd Lynn, and Felder Felder. They are also focused on jewelry and accessories, working with House of Waris and Carolina Bucci for the launch. But, like most luxury e-commerce sites these days, there is also an editorial element. “Some of the editorial we have created so far is a profile on Jessica and Janina Joffe—an up-and-coming actress and a talented young gallerist,” Benteler says. “We have also created profiles on folk singer Kamila Thompson and Momofuku’s pastry chef Christina Tosi, amongst others.” She plans to add an interactive stylist feature in the near future. Style.com has an exclusive video (above) to preview the launch of the site.