Fashion Boutique Renaissance in New York City gets a new member in Brooklyn – WWD

Fashion Boutique Renaissance in New York City gets a new member in Brooklyn – WWD

Fashion Boutique Renaissance in New York City gets a new member in Brooklyn – WWD

Those who complain about New York’s shortage of trendy multi-brand boutiques can now visit a new competitor. Outline, an airy boutique in the Boerum Hill neighborhood of Brooklyn, New York, opens Thursday, led by Opening Ceremony and former Totokaelo female buyer Margaret Austin, along with two childhood friends.

If there’s anything Austin has learned in the past year since she and her partners Julia Edelman and Hannah Rieke started the project, it’s that it takes a village. “This restored my trust in people,” said Austin, who leaned on her community of friends to get the shop done.

Located at 365 Atlantic Avenue, Outline caters to the needs of a neighborhood filled with creative, high-income professionals who increasingly work from home and want a shop to stroll to during their lunch break or afternoon dog walks. It is located at the intersection of the neighborhoods of Cobble Hill, Brooklyn Heights and Fort Greene and, as an indoor-outdoor concept, offers ready-to-wear, homeware, jewelry, shoes and fresh flowers.

Austin decided to take the plunge in mid-2021 when consulting on independent retail concepts for another person’s store. A friend told her it was time for her to realize the concept of her and Austin – who had suddenly left the fashion industry in 2020 when Need Supply and Totokaelo shut down and made unemployed – she felt a pang to get back in. in the shopping tour. She quickly dropped out of a master’s degree program in library science, enlisted Edelman and Rieke for help, and hired her friends at Goodspace to track down an appropriate location.

“People were constantly asking me where to shop. Bird [Jen Mankins’ mini empire of shops that closed in early 2021] it was a big loss and there was a Barneys [New York] on Atlantic Avenue. I feel that if I didn’t do it, someone else would. It seemed like the time was right, “Austin said.

Austin enlisted Edelman, whom he met at the dance camp in middle school, to join the project as head gardener and director of programming. Until recently, Edelman worked as an assistant manager on the Brooklyn Grange farm. At Outline, Edelman teamed up with the Grange on a back terrace that serves as the shop’s flower garden and outdoor lounge. He will take care of the back of the Outline space, offering freshly made custom bouquets for purchase.

Inside Outline, a new boutique in the Boerum Hill neighborhood of Brooklyn.

Rieke, Austin’s friend in college, was previously the manager of the Matt Jackson Studio, focused on producing and designing for a variety of mediums including film, advertising campaigns and fashion. He took on the role of Outline’s visual merchandising and interior design manager.

“We have our own aisles and it works really well,” Austin said of the trio’s agreement, which also includes their work as Outline’s sole store associate for the foreseeable future.

Outline, with 1,200 square feet of indoor space and a 570 square foot outdoor terrace, is home to a roster of up and coming and established luxury items, homewares, accessories and, finally, clean pharmacy supplies. There are plans for event scheduling and trunk show hosting for emerging talent.

Anyone who knows Austin has asked her to open her own shop. With Outline, you have finally had complete control over a store’s entire assortment.

“It was an interesting process for me to find a way to talk to the neighborhood and bring more fashionable pieces,” Austin said of the buying process. “We are trying to find a balance, bringing some of my all-time favorites like Lemaire, Our Legacy, Dries Van Noten, Auralee Tokyo and Engineered Garments.

“For the more feminine brands there are Runaway Bicycle and Maryam Nassir Zadeh. So it’s finding a balance between the two, feminine with a man’s utilitarian perspective that’s a constant in my style. It is less trendy than a shop [than my previous work] and more on everyday wear, ”Austin said.

Outline also offers porcelain from Edelman’s mother, Jan Burtz, who supplies all the dinnerware to ABC Kitchen and is the first retail outlet in the United States for the online porcelain sensation Casa Adams. There is rtw of brands such as Connor McKnight, La Reunion and Flore Flore and jewelry by Alterita and Beatriz Palacios.

Outline’s terrace and flower garden.

The store’s corrugated wood fixtures were made in collaboration with Antoine Dumas and Benji Gavron, who recently became close associates of Gabriela Hearst for both her eponymous line and new retail concepts for Chloé.

Outline opens during what has become an independent retail renaissance for New York City. In the wake of blue chip closures like Opening Ceremony, Bird and Barneys has come a wave of new post-COVID-19 stores. Highlights from the past year include Salima Boufelfel and Roberto Cowan’s Desert Vintage on the Lower East Side and Amanda Lurie and Gina Esposito’s Tangerine in Williamsburg, Brooklyn.

With Outline, Austin, Edelman and Rieke now add their vocals to this moment.

“I am thrilled to be in such good company. I’m just thrilled to bring my point of view, and specifically the one square mile radius of Brooklyn where I grew up. I really wanted it to feel like a neighborhood store, obviously I want it to be a destination, but I want there to be a real community behind it, ”said Austin, a Brooklyn Heights native, of the space.

“People are tired of shopping online and are excited to walk into stores and have a more personal experience. We wanted the space to get along well and be inviting for an in-person shopping experience. “

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