Indoor Pool and parade of pooltoys at Matchesfashion.com Pop Up Townhouse #MFxNY
Behind the nondescript art-adorned entrance at 214 Lafayette St, five floors of frivolous fashion reinforce that every so often, expense encourages exquisite elegance. The bold palette and geometric graphic of James Reka's Home mural invite Manhattenites inside Soho's WOM Townhouse to partake in MatchesFashion's first stateside popup this weekend. As the site's second largest and fastest growing market (behind the UK), founders Tom and Ruth Chapman clamor to connect with US clientele. Tom Chapman notes,"...it's all about how we make the physical more digital and the digital more physical." Keep reading for a look inside...
Table of trinkets...
Founded in 1987, British luxury brand MatchesFashion starts as a brick-and-mortar menswear store, whose product and presence has expanded to 14 UK locations (servicing both men an women), an online destination (delivering to 170 countries) and private shopping services. This week, the brand courts its NYC customer base with programming and a preview of its Fall edit, stunningly staged in a multi-tier temporary townhouse. Stopping first in NYC, before advancing to Dallas and San Francisco and LA in May, events are open to the public, touting food by Gather Journal, a roundtable brunch with ManRepeller Leandra Medine, cocktails with The Coveteur, music and menswear with Eugene Tong (Style Director at Details), a presentation on collecting modern art hosted by Vivian Brodie of Paddle8 and a creatively curated selection of stoppable luxe products.
Choosing to skip a more affordable Marrimeko x Target shopping experience, my Honey very patiently accompanies me to the Townhouse to view exclusive MatchesFashion collaborations with Joseph Altuzara and Emilia Wikstead instead. Though initially distracted by the indoor pool, complete with a parade of floating pool toys, I'm equally impressed by the travel-inspired trunks in the "vacation studio." A row of Charlotte Olympia clutches, one level up, lightens the mood in the Library, where otherwise conservative bags and shoes outpace modernity. On the top floor, menswear spills onto a sunlit terrace, basking in the temperate tease of relaxation.
While the men's sneaker studio presents styles from Raf Simons Adidas, Rick Owens and others, and the women's shoe selection straddles between slippers, sandals and slip-ins. Though MatchesFashion isn't showing laces to be en vogue for Fall, the chunky heel seems to be making a comeback. What will you be wearing this Fall? Have a look on matchesfashion.com, to be inspired....
Charlotte Olympia Robot Bags
Setting Up for a talk with Vivian Brodie of Paddle 8 on contemporary collecting
Comfy clothes corner
A true trunkshow in the Vacation Studio
5th Floor -- Menswear + Sneaker Studio
Menswear continues on the Terrace