21 April 2025 |
Everyone’s favorite brand finally expands to the Big Apple.
In an era when even luxury fashion labels are moving at breakneck speeds, Dries Van Noten takes a decidedly slower route. After all, it took the brand neary 36 years to expand to fragrances and beauty. That methodical pace is about to get a jolt, in the form of brisk retail expansion. The brand, which already has boutiques in Antwerp, Brussels, Paris, and Los Angeles, is adding on three more locations in 2025. London opened earlier this month while Milan is slated for the fall. But the most exciting of them all, at least for us Americans? An East Coast outpost, in the form of their New York City shop, which opened over the weekend. Located in SoHo on Mercer Street, it shares the block with the likes of Khaite, Marni, Alaïa, among others, making it a welcome addition to the area.
While the designer has stepped down from being creative director, naming former right hand Julian Klausner as his successor, Van Noten remains active in the brand. These new boutiques reflect his current role overseeing retail strategy as well as the interior design of the spaces. “There’s a certain calmness and contrast that I associate with Flemish aesthetics. That comes through in the stores too. You might see something very minimal next to something ornate, or something industrial beside something soft. It’s about finding harmony and a kind of tension,” he says of his approach.
How that translates is an all black storefront that stands in stark contrast to the interior and window displays which appear to glow from the inside and emanate a welcoming warmth. Walking in, you will discover the brand’s beauty line displayed on a chic, minimal marble shelf and metallic stands designed by Ben Storms. Framed by concrete walls, the store guides you through a corridor to discover multiple spaces showcasing the new collection, as well as beautifully presented accessories, with a staircase guiding you down to the men’s collection. Like all of the brand’s stores, you’ll find it filled with artwork and furniture from the designer’s personal collection. Ranging from 17th century paintings to contemporary art that includes notables like Tracey Emin, Gaetano Pesce, and André Bogaert the pieces reflect on the world Van Noten has created with his brand: a juxtaposition between modern silhouettes and ornate design. See it in real life, the store is open daily from 11-7 Mondays through Saturdays, and from 12-6 on Sundays.
Photos courtesy of Tijs Verveken for Dries Van Noten
