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Madewell Sets Up Shop On The Upper East Side

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Walking into Madewell’s new SoCal-style outpost on the Upper East Side is like the East Coast equivalent to meandering down the Santa Monica promenade. It may be that Madewell’s effortlessly cool aesthetic has quite the West Coast mentality or that the opening of their third NYC location coincides perfectly with the mood and menu for summer style—come on, there’s even a sunglasses bar! And that’s just the beginning of the super cool design details that make this store unique. Madewell has utilized every inch of their latest brick-and-mortar addition to convey the spirit of the brand. There are life-sized, Pinterest-worthy mood boards displayed on the walls, unique jewelry presentations that showcase accessories like works of art, and dressing rooms reminiscent of the changing rooms at a retro poolside cabana.

To fête the grand opening of the Upper East Side’s newest “It” girl retreat, which officially opens for business today, the brand invited their favorite style-savvy ambassadors to break in the new shopping grounds, like Teen Vogue‘s Andrew Bevan, chic restaurateur and Cherry Bombe co-founder  Kerry DiamondTawfik MounayerSam Shipley, Daphne JavitchLeilani Bishop, and Allison Sires joined Madewell’s head of design Somsack Sikhounmuong to mingle with a packed house of fashion bloggers, devoted fans, and DJ hosts Tennessee Thomas and Harley Viera-Newton. The hosts each took turns at the turntables, saturating the party with the best summer anthems of the past five decades while gourmet small bites (think mini shiitake tarts, cauliflower, leeks and ricotta on crostini, and tuna tartare) were passed around, accompanied by bottomless bubbly and spiked basil-mint lemonade. An Instagram photo booth was on-site for instant snapshots with the theme “You know you’re a New Yorker when…” The responses, not to mention the adorable photo-ops, from the creative, stylish crowd served as comedic truths best appreciated by a shared NYC bond. The festivities continue today with customer perks, like a Bien Fait tote bag with every purchase and free on-site monogramming on leather purchases through May 22nd. Swing by and make your own Insta-memories, New Yorkers, and join the #madewellues fun!
JULIANNE ZIGOS

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