Christian Cowan is opening the doors of his first flagship in SoHo, New York, in partnership with Smashbox Cosmetics and Square.
fall collection fashion fete soared to new heights on the 102nd floor of One World Observatory.
“While direct-to-consumer online is lovely, it’s a bit soulless — no matter how cute your website is. So for me, this really had to have the personality of the brand that shines through.” “I’m trying to pay homage to the club and queer history of this building, and also to us as well while taking it to an elevated point of it being our first brick-and-mortar to show we’re becoming a more serious force within ready-to-wear,” Cowan said, noting his glam, nightlife-inspired brand DNA was also a direct influence on the store design.
Going beyond the traditional retail environment, Cowan partnered with Square and Smashbox Cosmetics to bring the space to life. The importance of organic integrations was noted as of utmost importance for Cowan. e’re studio-born brands telling similar stories. Smashbox is studio-tested and lifestyle approved; Christian Cowan merges runway and real life.”
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