Armarium Pops Up in LA for Awards Season, Names Stylist Micaela Erlanger Fashion Director

Susan Sarandon, Nina Agdal, Adriana Lima, Busy Philipps have rented a company’s luxe dresses.

Just in time to locate a finish of awards season, New York-based online oppulance conform let and styling business Armarium has teamed adult with online excellent valuables let association Flont for a pop-up emporium in West Hollywood. Doors open Thursday afternoon and a Armarium x Flont emporium will sojourn open 6 days a week (and by appointment on Sundays) by Mar 6.  

Armarium hold a weeklong pop-up in 2016, hosted by luminary florist Eric Buterbaugh, and a identical pop-up in West Hollywood final February, so this is a brand’s third West Coast pop-up shop. On a racks are a preference of  Armarium’s gowns, dresses and jumpsuits (in sizes 0 to 12) by labels such as Naeem Kahn, Alexandre Vauthier, Christopher Kane, Paco Rabanne and Alexis Mabille, along with purchase handbags by Lee Savage and Judith Leiber Couture, and Flont’s excellent valuables from brands such as Bulgari, Cartier and Tiffany Co.

Armarium’s substructure is a group of 15 in-house stylists (who accumulate a nominal digital lookbook for clients) and a higher-tier Style Brigade consisting of 30 pro stylists and conform experts including such Hollywood energy players as Cristina Ehrlich (whose clients embody Brie Larson and Anna Kendrick), Kate Hudson’s stylist Sophia Lopez, Erin Walsh (who works with Kerry Washington and Sarah Jessica Parker), Micaela Erlanger (who depends Meryl Streep and Lupita Nyong’o as clients) and stylist/on-air luminary George Kotsiopoulos. The Style Brigade creates editorial calm and curates personalized lookbooks or styles clients on direct in a brand’s New York salon for a price that varies according to that expert’s hourly rate. Ehrlich, Lopez, Walsh and Kotsiopoulos will all be permitted in person, by appointment, to support clients during a West Hollywood pop-up shop. 

“Our clients can indeed sinecure these vital stylists to character them in a rented looks, only as a luminary would sinecure a stylist to gain looks true from a runways,” says Armarium CEO Trisha Gregory,  who records that a code is formulation to open a Los Angeles salon after this year or early subsequent year. 

Earlier this week, Armarium announced a sinecure of Erlanger as a initial conform executive to assistance a association build on styling services, manage calm and supplement new conform brands to a mix.

“I was introduced to Armarium two years ago,” says Erlanger. “I had listened a hum and went to accommodate Trisha and said, ‘Wow, there’s a site that’s bringing oppulance conform to a masses and they have a styling component.’ We strike it off and we assimilated a ‘ARMI’ on their styling roster. I’m unequivocally blissful we did since it led to this implausible opportunity. I’m unequivocally vehement to dive into this purpose and move my expertise, believe and relations to a table. we consider this is an implausible height that is reshaping a sell model.

“Armarium has an unusual register of talent, many who are my peers who we admire and know personally,” continues Erlanger. “I consider a styling member is unparalleled. They are legitimately giving people that select to lease from a site entrance to a tip experts in a margin and to runway looks and a many rarely curated collections. As a stylist, my mantra is creation certain that my clients feel their best and feel confident, so being means to follow that goal and make it permitted on a oppulance conform turn to a open is an impossibly lenient event for me.”

Adds Erlanger: “I’m anxious a pop-up is function right before a Academy Awards. The timing couldn’t be better, generally for all a people who competence not be actresses who need dresses for these once-in-a-lifetime moments when we wish that one special, extraordinary outfit to wear that one night.”     

“One reason we built Armarium is so an arriving indication or celebrity, who might not be dressed by a tip houses, can knowledge this newness ready-to-wear by rental,” says Gregory, nonetheless she mentions that Susan Sarandon rented a silver, off-the-shoulder dress from an Armarium pop-up emporium in Aspen a few years ago. Models Nina Agdal and Adriana Lima, singer Busy Philipps and Nasty Gal owner Sophia Amoruso are also clients. “And we lease frequently to Hollywood execs, producers, directors and wives. We unequivocally run a progression in age, with actresses and entrepreneurs who could be 22 or 65,” says a CEO.

“Our concentration is on a aspirational customer, who is many expected experiencing oppulance brands for a initial time by rental, and that’s because we’re vehement to move Micaela on house to unequivocally spearhead a calm and a use offering, formed around styling, to attract that customer,” adds Gregory. “Luxury brands are adopting a common economy and women are focused on discreet consumption, save-ability, decluttering.”

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