Hogan, Tod’s cooler, younger sister, is closing its downtown New York store in June.

The lifestyle brand says it wants to move uptown and the current economic climate has finally given them access to the kind of space they need.

A spokesperson told WWD that Hogan’s the largest growing brand within the Tod’s family and that they need to move uptown to launch their new retail concept and solidify their customer base.

What it doesn’t say is that the line was supposed to be downtown’s answer to Tod’s, that making Leigh Lezark and Elettra Wiedemann the face of the brand was a very calculated move to attract a customer whose eye is more focused on the Phillip Lims of the world and that it’s not quite working so they’re heading uptown where people actually wear Tod’s loafers and actually look like Gwyneth Paltrow.

So our question is, who gets to star in the new ads?