Etienne Aigner Opens New Soho Store

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Photo: Courtesy of Etienne Aigner

Just in time for fall, Etienne Aigner, the heritage brand that's been respected for its value, quality, and devotion to classic fashion for decades, has undergone a series of changes to revamp the line. Within the past month, Etienne Aigner has launched a completely redesigned website, thanks to One Rockwell, opened up a 3,500-square-foot flagship store in Soho, and worked with creative agency YARD to redefine the "Etienne girl." 

According to Richard Austin, YARD's creative director, she's a modern-day Isabella Rossellini. In short: a modern, understated, independent woman who's accessible yet aspirational; stylish and admirable. The new two-story store at 65 Greene Street takes the brand's traditional roots and injects it with a dose of the modern. The space is filled with warm overhead lighting with the brand's iconic cordovan leather, brass, and reclaimed wood tastefully decorating the space. Supple leather bags and boots line the walls; jewelry pieces with hints of hardware and stone catch the light; and casual-cool fall apparel items (in the richest fall hues) cover the store. An area toward the back of the store even doubles as a reading room (a nod to the designer's beginnings as a book binder) and solarium, replete with a chalkboard and a selection of books and publications for shoppers to read. Downstairs, an open space is available for more lounging and mingling, and an upcoming public-speaker series. Not only is this shop a must-visit for any lady who adores modern classics, it can also double as a daytime clubhouse (or library) for her, too.