Its Cool Downtown Aesthetic and Attention-Grabbing Collaborations Have Made Opening Ceremony the International Arbiter of Style
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BOUTIQUE DISCERNING CURATION Lim and Leon, friends from their days at the University of California, Berkeley, traveled to Hong Kong together after college and realized they wanted to merge their passions for travel, art and fashion. They left behind their corporate jobs—Lim was a merchandiser at Bally while Leon served as the visual director at Old Navy—to open the original Open- ing Ceremony boutique. They quickly became known for their discerning eye and careful curation, stocking a mix of downtown staples and up-and-comers TrottersGlobe Its cool downtown aesthetic and attention-grabbing collaborations have made Opening Ceremony the international arbiter of style for men and women, which has earned hink of the open- counterparts. And it’s not just limited them a celebrity following including ing ceremony to style—the brand has extensions that Hart of Dixie stars Rachel Bilson (who at the Olympic dabble in art, music, culture and more. wore OC on the show in Season 2) and Games and you’ll “You can tell the history of Open- Jaime King. Solange Knowles even likely envision ing Ceremony through a visit to our asked Leon (who pulls double duty as a spectacular fl agship store on Howard Street in the designer for Kenzo) to create her gathering of the best and brightest Manhattan,” says Jacky Tang, vice wedding dress for her surprise nuptials from around the globe. That’s exactly president of retail development. “We last fall in New Orleans. what Carol Lim and Humberto Leon took a chance and opened on this From their minimall concept in wanted to capture in a retail store. The street when there was nothing here, Los Angeles to an eight-story depart- aptly named boutique opened in down- and over the years we’ve welcomed ment store in Tokyo and the gift shop town New York in 2002 and has since other nice shopping and food spots at the Ace Hotel in Manhattan, no spawned six stores in cities like Lon- to the neighborhood. Inside the two Opening Ceremony outposts are don, Tokyo and Los Angeles. Baron store itself, luckily, we’ve been able to alike. Each carries a different inventory Pierre de Coubertin, the founder of physically expand from the original that plays off its locale. Although it is the modern Olympics, melded sports shop space, so you can feel the growth always evolving, Kenzo, Acne, Proenza and business on a world platform, and gradual phases of our company CERVANTES JULIETA Schouler, Alexander Wang, Christopher and Opening Ceremony does the as you shop around. We’re always try- Kane, Dries Van Noten, J.W. Anderson, same in fashion by blending Ameri- ing to make more room, so everyone Band of Outsiders, Toga, Marques can designers with their international can join the celebration.” KING: MICHAEL SIMON/STARTRAKSPHOTO.COM CW; GAYNE/THE BILSON: GREG Almeida, Patrik Ervell, Raf Simons and 36 FEBRUARY 2015 | WATCH! cbswatchmagazine.com FdCW0215_036-037_GILT_Boutique_v6.indd 36 12/16/14 1:48 PM DISCERNING CURATION Hood by Air can typically be found in the This page, from left: Opening Ceremony founders Humberto Leon and Carol Lim; Hart of Dixie stars Rachel Bilson (dress) Lim and Leon, friends from their days Howard Street outpost. and Jaime King (leather skirt) wearing Opening Ceremony; the at the University of California, Berkeley, “We don’t necessarily look for any one interior of the New York flagship store. Opposite, top: Part of the presentation of Opening Ceremony’s traveled to Hong Kong together after particular thing when we bring on a new spring/summer 2015 line was the play 100% Lost Cotton, college and realized they wanted to designer,” Tang says. “It’s mostly about written by Spike Jonze and Jonah Hill and starring Elle Fanning, Dree Hemingway, Karlie Kloss and Rashida Jones. Opposite, merge their passions for travel, art and what we like, and we have always bought bottom: No two Opening Ceremony stores are alike. fashion. They left behind their corporate for the store very emotionally. We can usu- jobs—Lim was a merchandiser at Bally ally tell immediately if a collection is right Collaborations with designers, artists, while Leon served as the visual director at for Opening Ceremony—and then we do musicians, fi lmmakers and tastemakers Old Navy—to open the original Open- everything we can to support the brand have also caught the attention of the fash- ing Ceremony boutique. They quickly and tell its story in our own personal way.” ion world. So what do all of the partners became known for their discerning eye have in common? “Everything and noth- and careful curation, stocking a mix of BUZZ-BUILDING COLLABORATIONS ing,” Tang says. “There are no rules when downtown staples and up-and-comers The spacious New York fl agship— it comes to partnering, because it really for men and women, which has earned recently expanded with another fl oor of can be anything. It can be a Magritte them a celebrity following including more than 2,000 square feet—contains painting printed on Birkenstocks. It can Hart of Dixie stars Rachel Bilson (who a second-fl oor loft; an alcove with baby be a prairie dress designed by Chloë wore OC on the show in Season 2) and and toddler apparel and handmade Sevigny, or a Rashaad Newsome-painted Jaime King. Solange Knowles even toys; a working kitchen that doubles as Lamborghini selling Solange’s latest asked Leon (who pulls double duty as a book, magazine and music shop; and album out of its trunk.” It seems the the designer for Kenzo) to create her the only Repetto shop-within-a-shop only common requirements are to get wedding dress for her surprise nuptials in the U.S., situated in the basement creative and have fun. Opening Cer- last fall in New Orleans. annex. Opening Ceremony also has its emony has also teamed up for clothing From their minimall concept in own blog, annual magazine and online collaborations with Adidas Originals, Los Angeles to an eight-story depart- television channel, and in spring 2005 Mickey Mouse, Spike Jonze, Vans ment store in Tokyo and the gift shop it launched its eponymous fashion and Thierry Boutemy, proving that its at the Ace Hotel in Manhattan, no line, capturing the boutique’s signa- collaborations are as varied as the con- two Opening Ceremony outposts are ture cutting-edge aesthetic. Now sold tents of its stores. alike. Each carries a different inventory in more than 200 stores worldwide, “We introduce and embrace the that plays off its locale. Although it is the line includes men’s suits, women’s new and unexpected, wherever we fi nd always evolving, Kenzo, Acne, Proenza dresses, accessories, handbags, leather it—in the clothing, in the customer, in JULIETA CERVANTES JULIETA Schouler, Alexander Wang, Christopher goods, and men’s and women’s shoes. the conversation,” Tang says. “It comes Kane, Dries Van Noten, J.W. Anderson, Each collection is inspired by a different down to one common denominator: the Band of Outsiders, Toga, Marques traveling couple, ranging from siblings celebratory experience of shopping and BILSON: GREG GAYNE/THE CW; KING: MICHAEL SIMON/STARTRAKSPHOTO.COM CW; GAYNE/THE BILSON: GREG Almeida, Patrik Ervell, Raf Simons and to best friends to romantic partners. discovery.” — Celia Shatzman 36 FEBRUARY 2015 | WATCH! cbswatchmagazine.com cbswatchmagazine.com WATCH! | FEBRUARY 2015 37 FdCW0215_036-037_GILT_Boutique_v6.indd 37 12/16/14 1:48 PM.