Balenciaga
See it »
Nestled in an aerie on the second floor of the iconic Lord & Taylor department store on Fifth Avenue, just a short walk from Fashion Week’s old haunts in Bryant Park, Birdcage launched late last fall as a concept shop-within-a shop.
Nestled in an aerie on the second floor of the iconic Lord & Taylor department store on Fifth Avenue, just a short walk from Fashion Week’s old haunts in Bryant Park, Birdcage launched late last fall as a concept shop-within-a shop. Going into the 2015 holiday season, a little birdy (namely, Lord & Taylor’s esteemed fashion director Stephanie Solomon) shared some of the unexpected surprises shoppers can look for when the holiday collection arrives in a few short weeks. “We want it to feel as exciting as love at first sight,” she says.
Expanding from a boutique idea into a more robust experience this year, Birdcage appeals to those always-connected fashionistas who are looking for the next big thing and tweet their finds, whether it’s a designer bracelet that doubles as a charger (yes, there’s really one of those) or a pair of jeans you might want to frame and hang on your wall. While you can shop Birdcage at the flagship or online, it’s designed to bring serendipity back to shopping. And as such, it’s where birds of a fashionable feather will be flocking this holiday season—with or without a list.
How did you want to evolve Birdcage going forward?
First off, Birdcage is a destination popup shop that is meant to excite and delight shoppers, so it needs to be unexpected. And the unexpected surprise for fall is we have partnered with RxArt. It’s a wonderful nonprofit organization whose mission is to help heal children through the power of visual arts. What they do is bring art and fun to hospitals, so children can really enjoy it. It’s such a wonderful mission and I’m a real supporter of it.
Did this collaboration change Birdcage in any way?
Yes, they also brought in an amazing artist going by the name of assume vivid astro focus (or avaf) to basically design the entire shop. They created custom wallpaper, and there are exclusive designs in collaboration with the artists, like handbags from Edie Parker and The Chief Trunk Company, which are both New York City-based companies. You’ll recognize his work because when I saw it, I had seen it before. It’s very recognizable.
Why do you think the concept has worked so well?
I love the idea of walking into Lord & Taylor and suddenly there’s something new and fresh and exciting and something you’ve never seen before in any department store in the world. That’s the draw right there. It makes us unique. Everybody loves to collect one-of-a-kind and limited edition items and this is just that. Once it’s sold, it’s gone. There’s no re-order in here. You can’t find it anywhere else. We’re also going to continually change it up because it gives you a reason to return…and return…and return...
For you, what makes something intriguing and special?
It’s something you didn’t expect to love. Something that you didn’t expect to see. Something that surprises you. That is why we use the words “surprise” and “delight” so much. It’s really the essence of retail. It’s about having that emotional experience like “I really, really love this!” because you didn’t have it in mind and you just suddenly find it and it’s like love at first sight. That’s also one of the most fun experiences for me as a fashion director to source these new pieces, to see them, and to get to know them. It’s all very exciting.
Right now, would you say there’s an imperative to embrace technology and its role in fashion?
"Fashion technology" is going to be a new buzz-phrase for at least the next century. Technology has become synonymous with daily life and synonymous with fashion nowadays. Our holiday shop will be dedicated to the synergy between technology and fashion. Our holiday collection is all about it: it’s crazy cameras that do everything; it’s speakers; it’s things that make your phone more stylish.
So there is the wearables side to this trend, but then there’s also the evolved materials aspect—
Exactly! We have also really embraced that. We have jewelry designers making amazing pieces out of found materials and in unexpected shapes. We’re also really impressed with Rialto Jean Project. They take used Levi's jeans and hand-paint them with these wildly colorful designs. It’s the merging of art and fashion and recycling and their proceeds go to two worthy causes, art therapy programs at New York Presbyterian Child Life Services and Children's Hospital Los Angeles.
It sounds like it really blurs the line between art and fashion.
Definitely. I mean often I end up putting my shoes on my mantel when I can’t walk in them. They’re more like sculptures to me. (Laughs.) The creative element is what makes Birdcage so exciting and why we’re growing the concept for 2016. We want it to be a menagerie of things you’ve never seen before anywhere. In some ways, the shopping experience has become repetitive because stores carry similar brands. We’re also finding brands no one has ever heard of or possibly seen before. Newly created is what the future of fashion is really about.
So can you tell us what’s coming up for 2016?
I can tell you it’s all about new discoveries and we’re working on some very exciting ideas for spring, but my lips are sealed.
Visit Birdcage at Lord & Taylor's NYC Flagship or shop the collection online.
What Is a Sponsor Story?Maybe the word “exercise” needs a rebranding.
The Year I Destroyed My FinancesI asked myself, who made these rules and what’s really going to happen if I don’t follow them?
R. Kelly Angrily Denies Charges in Gayle King Interview“I didn’t do this stuff! This is not me! I’m fighting for my f*cking life!”
‘I’m a Pathetic Loser Who Can’t Stop Procrastinating!’You’re not what you think you are.
Finally, a Denim Line that Looks Good and Goes Up to Size 40Jeans for all.
ICE Releases 12 Infants From Detention After Outcry“Every mother I spoke to said that her child was sick in some way,” said an immigration rights advocate.
Channing Tatum Is Now an Instagram PoetHis romantic DM to Jessie J is as confusing as it is beautiful.
What Fashion Editor Marjon Carlos Wants for SpringSPONSOR STORY: Some of the coolest pickups for the season.
Unpacking the Stoicism of Michael Jackson’s VictimsThere is no one normal way for abuse survivors to retell their stories.
I Can’t Wait to Read the Wikipedia Page for MidsommarLooks good!
The rising stars of Hulu’s PEN15 share how they make it work.
How to Talk to PeopleI’ve been wondering.
20 Amazing Designer Deals From The Outnet’s Crazy Spring SaleStock up on pieces from Acne, Prada, Stella McCartney, and more.
I Retired at 38. Here’s What I Didn’t Expect.Quitting my career in my prime wasn’t as easy as I thought it would be.
How to De-Stress in 3 Minutes or LessEasy tricks from Aidy Bryant, Padma Lakshmi, and Hope Solo.
Chanel Says Yes, Keep Wearing BarrettesThrow some bows in there, too.
What Salary Should I Ask For? How to Figure Out Your Worth.Don’t trust salary websites.
Watch the Louis Vuitton Runway Show LivestreamEnjoy!
Kylie Jenner Is Now Officially a BillionaireBefore, she was simply rich as hell.
How This Parisian Makeup Artist Gets Her Skin So GoodYacine Diallo shares how she achieves her trademark glow, the daring comment she told Emily Weiss, and her feelings toward botox.