Dolce & Gabbana is giving millennials their own luxe clubhouse. The Italian brand’s new downtown boutique is hitting Soho with an ultra-hip concept space inspired by NYC’s youth culture and the city that surrounds it.
Housed in a restored 19th-century fire station at 155 Mercer St., the shop — which kicks off with an opening party tonight — was envisioned by founders Domenico Dolce and Stefano Gabbana as a way to blend their world of high-fashion splendor with the style-obsessed, cool-kid culture of New York.
On the first floor of the tri-level space, graffiti-covered walls enclose a Big Apple-dedicated area, where Lady Liberty and D&G-tagged Gothic armchairs perch near a special capsule collection that celebrates the city. The unisex range, (exclusive to the new store) includes painted leather goods, sporty sneakers and ready-to-wear pieces painted with speeding yellow cabs, locals-only hot-dog stands and even cameos by the designers themselves on a double-decker sightseeing bus.
Nearby, runway highlights and images of the brand’s army of millennial ambassadors (social-media stars that range from YouTube sensation Cameron Dallas and model Sistine Stallone to Diddy’s son Christian Combs) illuminate an LED screen. It’s a fitting addition, given Dolce & Gabbana’s long-standing love for influencers. In the ’90s, supers like Linda Evangelista and Naomi Campbell famously stomped the D&G catwalk. These days, the house is swapping professional models for social-media stars such as Austin Mahone and Clara McGregor.
The shop’s second level is outfitted almost entirely in leopard, with paneled walls and lush carpeting mirroring the print — one of the house’s most emblematic themes, and a particular favorite for its spring 2018 offerings. Here, bold spots adorn nearly everything in sight, somehow lending platform pumps, glittery handbags and a mix of apparel even more fierceness.
On the top floor, an array of classic mainstays from the Italian fashion house exudes a more timeless appeal. Seasonless staples, including sexy black lingerie and iconic three-piece women’s suiting, reflect Dolce & Gabbana’s history of indulgent elegance — for when those millennials are feeling a touch more grown-up.
Filled with everything from NYC-branded must-haves to evening black-tie pieces, the store encapsulates the era it celebrates: shiny, brand-new and begging to be Instagrammed.
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