Inside Madewell’s secret East Village store.Photo: Madewell
On Monday night, Uma Thurman scheduled a special preview appointment to shop the Madewell spring collection, located in a private showroom near Astor Place. The “store” is open to New Yorkers for just eight days (tomorrow through Friday, and then next Monday to Friday) by appointment only. And to make the call, you need the “secret” phone number. Inspired by the Massachusetts workwear company founded in 1937, the spring women’s collection (currently available only at the label’s two stores in Dallas and L.A.) includes garment-dyed denim, washed “boyfriend” shirts, and an assortment of cool and girlie skirts, dresses, and accessories, ranging from $12.50 for tanks and tees to $248 for the flat, equestrian boots. The renowned jeans range in price from $75 to $115. Often likened to the hip and modern French label A.P.C., Madewell is owned by the J. Crew Group but bears virtually no resemblance to the classic, preppy label. The Manhattan pop-up store has garnered impressive fashion buzz owning to its semi-secret, exclusive viewings. For those who are not privy to the private shopping experience this week, do not fear: More Madewell stores are opening soon. This Friday, a branch opens in Austin, Tex., and in May, stores arrive in Short Hills, New Jersey, and Las Vegas. New Yorkers will have to keep waiting, however, as a permanent Manhattan spot has not been chosen. Sources swear that it will open before the end of 2007. Until then, women can just scour the city for that secret phone number. —Doria Santlofer
