Armarium: Fashion on Loan for the Jet-Set

Last night former longtime Salvatore Ferragamo publicist, Trisha Gregory, and fashion designer and consultant, Alexandra Lind Rose, launched their “on-call luxury” service, Armarium, with a pop-up at the St. Regis in New York. Think of it as Rent-the-Runway for the elite—spruced up and more exclusive. While the service officially launches in 2016, The Amarium Chalet pop-up will be at the St. Regis through Christmas Eve. All the right guests like Stephanie Winston Wolkoff, Meredith Melling, Alessandra Brawn Neidich, and Caliborne Swanson showed up to sip cocktails made from Bronson van Wyck‘s Arrowhead Farms (he also designed the stunning space) and peruse the offering. In addition to gowns from Johanna Ortiz and Giambattista Valli, which will be on loan for new members, Tamara Mellon’s Jeff Koons-inspired pumps, Aerin Lauder’s hostess gifts, and Arrowhead farm mixers will be for sale. Swing by and get your holiday attire and your presents in order in one chic stop! We caught up with Gregory and Lind Rose, who filled us in on what Armarium will entail.

What is Armarium?
Armarium is the premiere service for on-call luxury. Through our invite-only service, members gain access to a vault of designer pieces available to borrow without the hassle of dry cleaning, storage, or repeat wear. 

What does Armarium mean?
In ancient times, an Armarium was a hidden vault where royalty kept their precious items. Prabal Gurung gowns totally count, no?

When did you and Alexandra come up with the idea?
We were born with this idea. We’ve just been too busy to do anything about it.

Trisha, you were at Ferragamo for a decade. Was it hard to leave?
Ferragamo was like family to me, so it was incredibly hard to leave.  I’m now excited to work with them in a new capacity as brand partners! 

Who do you envision as your clients?
Fashion-savvy, busy women who want to look great in a statement piece.

Will the service only be available in New York?
By spring it will be available nationwide to select invitees. And in a few weeks, we’ll be opening a pop-up shop at the St. Regis in Aspen.

What type of brands will you be carrying?
We have over 20 labels, including Etro, Alessandra Rich, Mugler, Gigi Burris, and select pieces of vintage couture.

Are clients borrowing directly from the brands facilitated by Armarium?
We’re very lucky—thanks to our longstanding relationships with so many designers, we’ve worked out great partnerships where we facilitate the lending, but they’re involved. We do buy current statement pieces from the runway, to ensure many sizes are available for our members.

What will it cost to borrow the clothing? Is membership free?
Lending each piece costs about 15 percent of its retail price. 

How do members get invited?
The official launch will be in spring 2016, but we are piloting our services and offerings now with various pop-ups. Anyone using the service through the pop-up shop pilot will be invited along with influencers, founding members, select Instagram followers, and the fashionable set. For an invitation, contact us at armarium.com or find us at the St. Regis New York!

How long will the Chalet be open at the St. Regis? 
The Armarium Chalet designed by Bronson van Wyck will be in New York until Christmas Eve and then moves to Aspen, where it will remain from December 28 to January 2. 

What were the most popular items at last night’s event?
The Marchesa and Jimmy Choo embroidered clutches, Arrowhead Farms Bloody Mary Mix, a Johanna Ortiz ivory lace gown, and a Giambattista Valli bohemian stunner.