The Expansive Store Takeover Reflects the Brand’s Greater Emphasis on Womenswear
Thom Browne is expanding its presence with a comprehensive in-store installation at Saks Fifth Avenue in Beverly Hills. Situated in the former Barneys flagship building, which reopened this year at the southern end of Rodeo Drive, the installation marks Browne’s effort to cater to the Los Angeles market and continue to expand womenswear.
Emphasizing Browne’s womenswear line, the installation aims to bring the extravagant glamour of his runway shows and unconventional office attire to the relaxed atmosphere of L.A. A specific capsule collection exclusive to Saks will debut, featuring signature Thom Browne silhouettes such as pleated skirt suits paired with playful brogue heels, as well as three unique tweed fabrics developed specifically for this occasion.
In a nod to the iconic palm tree emblem of the Golden Coast, Browne incorporates seersucker and tweed interpretations, along with custom-made mannequins and a fabric-adorned desk. Notably, the installation introduces the first-ever made-to-order animal bag program, allowing customers to personalize their handbags with images of their pets – a smart extension of the brand’s iconic dachshund bag that became a runaway hit.
The takeover will be celebrated with a special dinner on Thursday the 4th, with celebrity guests including Janelle Monet and Diane Keaton – both of whom have been red-carpet devotees of the designer – and more.
