When I read in WWD this morning that Justin Timberlake and Trace Ayala were set to open their first William Rast location in Los Angeles, my mind instantly went Robertson Blvd! Despite my personal loathing of Kitson and the Paris Hilton/Jennifer Love Hewitt-type paparazzi seekers that it draws, there are quality stores on the block and the foot traffic is as good as it gets in LA. But I was wrong, instead they're setting up shop at an outdoor mall in Century City, which makes sense too - but definitely isn't as high-profile as one would expect for the launch boutique of a celebrity line. Perhaps this means someone actually did their homework at parent company People's Liberation about where the numbers really made sense. How novel. Turns out William Rast is expected to turn a profit this year and they're looking to open 40 stores over the next few years, with three already cemented with leases. On a separate note: Justin, whatever was going on with your hair at the Emmys, let's not do that again. It was old-school JT, and not in a good way. Cool? Okay, thanks.
William Rast for Target Launches in L.A. With Justin Timberlake, Trace Ayala, Rachel Bilson, Minka Kelly and More
LOS ANGELES-Saturday night Justin Timberlake and Trace Ayala, the boys behind the clothing line William Rast, launched their limited edition line for Target with a special shopping event. And it was some party. Guests entering the industrial space in downtown Los Angeles were instantly transported into the William Rast for Target world of rebellious biker culture. The brand’s campaign video, set in some remote country landscape, was projected high up on the walls, and carpeted lounge-like shopping areas throughout the warehouse lent the event a bohemian, laid back vibe. Even the dressing rooms, seemingly made from wooden shipping crates, complemented the rough and tough aesthetic of the brand. (Super creative idea; unfortunately it was also claustrophobia-inducing.) Lucky party-goers got to beat the Target crowds and shop the Western-inspired collection alongside celebs like Rachel Bilson, Anna Faris, and Malin Akerman. (As well as that dude from Gossip Girl and The Social Network.) In between bites of mac and cheese and mini ice cream sandwiches, we also spotted Joy Bryant, Minka Kelly, and Chord Overstreet of Glee checking out the goods. As cool as the party was, the night's real stand-out was the super affordable and entirely-wearable collection, with pieces ranging from $16.99 to $199.99.