New York fashion boutique Renaissance gains a new member in Brooklyn – WWD
Those who complain about the dearth of fashionable multi-brand boutiques in New York can now visit a new entrant. Outline, an airy boutique in the Boerum Hill neighborhood of Brooklyn, New York, opens Thursday – run by Opening Ceremony and former Totokaelo women’s 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 whole village. “It restored my faith in people,” said Austin, who relied on her community of friends to drive the store.
Located at 365 Atlantic Avenue, Outline serves the needs of a neighborhood teeming with well-paid creative professionals who increasingly work from home and crave a store to hang out on during their lunch breaks or walks with their dog l ‘afternoon. It sits at the intersection of the Cobble Hill, Brooklyn Heights, and Fort Greene neighborhoods and, as an indoor-outdoor concept, offers ready-to-wear, homewares, jewelry, shoes, and flowers. fresh.
Austin decided to take the plunge in mid-2021 while consulting on freelance retail concepts for another person’s store. A friend told her it was time for her to realize her own concept, and Austin – who had abruptly left the fashion industry in 2020 when Need Supply and Totokaelo closed and made her unemployed – had desire to re-enter the circle of buyers. She quickly dropped out of a Masters of Library Science program, turned to Edelman and Rieke for help, and hired her friends at Goodspace to find a suitable location.
“People were constantly asking me where to do my shopping. Bird [Jen Mankins’ mini empire of shops that closed in early 2021] was a huge loss and there was a Barneys [New York] on Atlantic Avenue. I feel like if I didn’t do it, someone else would. It was the right time,” Austin said.
Austin enlisted Edelman, whom she met at ballet camp in college, to help with the project as head gardener and director of programming. Until recently, Edelman worked as an assistant farm manager at Brooklyn Grange. At Outline, Edelman has teamed up with the Grange on a back patio that serves as a flower garden and outdoor lounge area for the store. She will take care of the back of Outline’s space, offering freshly made personalized bouquets for purchase.
Rieke, Austin’s college friend, was previously the director of Matt Jackson Studio, focusing on production and set design for a variety of mediums including film, ad campaigns and fashion. She took over as head of visual merchandising and interior design at Outline.
“We have our own ways and it works really well,” Austin said of the trio’s arrangement, which also sees them working as the sole Outline store associates for the foreseeable future.
Outline, with 1,200 square feet of indoor space and a 570 square foot outdoor terrace, hosts a slate of emerging and established luxury rtws, homewares, accessories, and – eventually – apothecary products. clean. There are plans to schedule events and organize poster trunks for emerging talent.
Those who know Austin have asked him to open his own store. With Outline, she finally had complete control over a store’s entire assortment.
“It’s been an interesting process for me to find a way to speak to the neighborhood and bring in more edgy pieces,” Austin said of the buying process. “We try to strike a balance – wearing some of my all-time favorites like Lemaire, Our Legacy, Dries Van Noten, Auralee Tokyo and Engineered Garments.
“For more feminine brands, there’s Runaway Bicycle and Maryam Nassir Zadeh. It is therefore finding a balance between the two things, feminine with a utilitarian masculine perspective which is a constant in my style. It’s less trendy than a store [than my previous work] and more on everyday wear,” Austin said.
Outline also stocks china from Edelman’s mother, Jan Burtz, who supplies all the dinnerware to ABC Kitchen and is the first US outlet for online china sensation Casa Adams. There’s rtw from brands like Connor McKnight, La Reunion and Flore Flore and jewelry from Alterita and Beatriz Palacios.
The store’s undulating wooden fixtures were made in collaboration with Antoine Dumas and Benji Gavron, who have recently become close collaborators with Gabriela Hearst on both her eponymous line and new retail concepts for Chloé.
Outline opens during what has become a renaissance of independent retail in New York City. Following high-profile closures like Opening Ceremony, Bird and Barneys has come a post-COVID-19 wave of new stores. Highlights from last year include Desert Vintage by Salima Boufelfel and Roberto Cowan on the Lower East Side and Tangerine by Amanda Lurie and Gina Esposito in Williamsburg, Brooklyn.
With Outline, Austin, Edelman and Rieke now add their voices at this time.
“I am delighted that we are in such good company. I’m just happy to contribute my perspective, and especially in the one square mile radius of Brooklyn where I grew up. I really wanted it to feel like a neighborhood store — sure, I want it to be a destination, but I want it to have a real community behind it,” Austin, a Brooklyn Heights native, said of the ‘space.
“People are tired of shopping online and are excited to go into stores and have that more personal experience. We wanted the space to go along with that and invite an in-person shopping experience. .