Designer Giovanna Randall‘s ultra-feminine dreamy line Honor is just two seasons old but she’s already opened her first store in NYC’s meatpacking district–home to Stella McCartney, Alexander McQueen, DVF, Moschino and Jeffrey.
It’s a ballsy move to open a store in the city’s swankiest shopping district when you’re a new label, but it was an imperative for Randall. “I think my brand is about a personal experience and I wanted to really hone in on that right away,” Randall told at last night’s fete to celebrate the store’s opening at 68 Gansevoort St. “I’m not making a lot of pieces and it’s all about custom clothing so I wanted to have that place.”
That place is a reflection of Randall’s clothes–elegant, feminine, luxurious. It’s white and feels clean and airy. There’s even a library filled with old fashion and art books downstairs to make the space feel more cozy and intimate.
“I wanted to create this jewel box of a space that was really beautiful and precious because my brand is about respecting how precious clothing can be,” Randall explained of the design. “I always think of my late grandmother who passed away about a year and a half ago and she always used to serve everyone with her good silverware and I thought that was the best thing–instead of saving your best things for the Queen of England…So I wanted that kind of feeling in the store.”
Randall’s attention to detail extended to the party. Alexandra Richards provided the soundtrack, guests left with boxes of fancy chocolate truffles, and the party had a cause, too. The celebration benefited New Yorkers for Children, a non-profit organization that partners with the Administration for Children’s Services to improve the lives of children in foster care in New York City.
Honor’s a new label, but one that’s expanding fast. Along with the store, Randall has just returned from meeting with celebrity stylists in LA, so expect to see Honor on the red carpet soon. As for who Randall would love to see wearing her togs? “Lauren Hutton would be amazing,” she sighed.