A Much Younger Madison Avenue

Photo-Illustration: New York Magazine; Photos: Courtesy of the Vendors, Getty

In the past eight months, Madison Avenue between 69th and 81st Streets has gotten a face-lift — or at least a dose of Botox: Over a dozen decidedly less capital-U uptown store openings are catering to a younger clientele. Where once stood Pratesi and Cartier are now fashion-Substacker favoritesToteme(829 Madison Ave.) andKhaite(828 Madison Ave.). Arche — French purveyor of orthopedic-adjacent shoes — is nowCamilla(1015 Madison Ave.), an Australian line of kaleidoscopically patterned resortwear.Gorjana(1070 Madison Ave.), which sells necklaces with zodiac charms for under $500, replaced old-school lingerie shop Peress. In a three-block stretch that includes Zitomer pharmacy, the Carlyle, and the old Met Breuer,Violet Grey(43 E. 78th St.; soft opening by appointment only on May 9), the luxury beauty retailer from L.A., will open, offering Fara Homidi compacts and Augustinus Bader creams in a space with trellis adornments and a Studio Sofield–designed courtyard.Staud(1011 Madison Ave.; opening May 5), another L.A. brand, known for its colorful organza wedding-guest dresses and bicolor cardigans, will join as well. Jewelry designerSophie Bille Brahe(1000 Madison Ave., second fl.) is a recent addition, and down the avenue isL’Agence’s 4,400-square-foot flagship (956 Madison Ave.), where in-store stylists can assist in picking out a silk button-down or heritage jeans. Across the street, bejeweled sweat suits, tweed sets, and floral dresses can be found underneath a glittering crystal chandelier atGeneration Love(963 Madison Ave.).

“That corridor has really become Contemporary Row on Madison,” says Matthew Bauer, president of the Madison Avenue BID. “The No. 1 reason, and you’ll hear this time and again, is a huge core of their clients lives here on the Upper East Side.”

Later this spring, Kallmeyer, which offers elegant suiting and womenswear, and Varley, a predominantly beige sportswear line, will join the group. And then there’s the forthcoming Farm Rio and Tuckernuck — outfitters of moms-to-be on a tropical babymoon and Capitol Hill junior staffers, respectively.

Dries Van Noten
The Belgian line opens its first New York store, which will include women’s and men’s ready-to-wear, accessories, and beauty products surrounded by art and furniture by Tracey Emin and Gaetano Pesce. (168 Mercer St.; opened April 21)

Paloma Wool
The Barcelona brand’s first New York store is a spare, industrial space designed by Max Milà Serra. The oversize knits and menswear-inspired basics are a favorite of Ella Emhoff and the downtown set. (425 Broome St.; opened March 28)

Princess Polly
The fast-fashion retailer joins Soho’s “Teen Row” of Edikted and Brandy Melville. Gen-Zers can try on ruffled miniskorts and baggy low-rise jeans, then snap selfies in a photo booth. (514 Broadway; opened March 15)

Tiefenbrun Atelier
Rabbi turned Savile Row–trained tailor Yosel Tiefenbrun opens his Tribeca atelier, where shoppers can order custom and bespoke tailoring, all handmade in New York, along with ties from Italy and braces from London. (5 Staple St.; opening April 22)

A Shop of Things
Ever-changing stock including Kit-Cat clocks, opossum-shaped mugs, and Boy Smells candles can be found at this -cutesy gift shop.(30 Orchard St.; opened April 5)

199
Noah’s sister store offers higher-end suiting and womenswear in a cedar-paneled space. Shoppers can also find Vy Voi lamps, vintage watches by Alan Bedwell of Foundwell, and art by Curtis Kulig and Paul Ferney.(199 Mulberry St.; opened April 3)

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