Lately we hear about pop-up shops every single day. This morning’s WWD talked of the just opened “J. Crew Special Selections” shop inside Ron Herman (which is inside Fred Segal.) While it’s nice that Ron himself picked out some pieces and is putting them next to the Margiela, Lanvin, etc. in his boutique, we really don’t see the point.
It’s not that we don’t appreciate mixing high and low. Of course we do. We just don’t understand doing a pop-up shop with merchandise that is readily available elsewhere like, you know, a J. Crew store. Others that come to mind are Citizens of Humanity (also at Ron Herman) and Alice + Olivia at Scoop. Really, are the people of Los Angeles having a hard time locating J. Crew merch or COH jeans? We highly doubt it.
Unless Jenna Lyons is making the t-shirts or there’s something being offered that you can’t get at one of the other many, many locations (both brick and mortar or on the web) where you can buy these brands, there’s no good reason we can find for these projects–other than trying to conjure up something to get press.