La Ligne hits LA with Melrose pop-up

By

Cassidy Mantor

Published
May 16, 2017

The New York-based direct-to-consumer brand La Ligne has teamed up again with Theory for its first ever pop-up shop outside of the New York area.

Molly Howard, La Ligne co-founder and CEO said of the brand's retail strategy, "The customer’s not necessarily fully aware we’re direct to consumer [because of how the brand is shown in fashion magazines]. Because we’re direct to consumer, we priced our products accordingly. So you’re paying a contemporary price point, but it’s luxury quality.”

The assortment offered in the Melrose pop-up will pair well with Theory's existing line. La Ligne's clean and timeless aesthetic will fit in seamlessly with LA's laid back look. According to the founders' belief, the best things in fashion are "universal, timeless and classic, but never off-limits for reinvention.”

Included in the pop-up shop are tees for $155 from the repurposed vintage tees Save Our Stripes collection. With LA being a mecca for reinvention, it's no wonder the brand hasn't staked out a retail footprint sooner.

La Ligne is also paying tribute to Hollywood culture in the pop-up. It will showcase its In Line portrait series of actors and celebrities wearing La Ligne product including actress Sydney Tamiia Poitier and celebrity stylist Karla Welch.

If it sounds like an editorial dream, it is no coincidence. La Ligne was founded last year by two former Vogue editors in partnership with Howard. Howard herself is the former head of business development for Rag & Bone.

La Ligne partnered once before with Theory for a pop-up shop in New York but primarily sells online direct to consumer through its e-commerce platform as well as in partnership with Net-a-Porter.

The Melrose pop-up shop opened this week on Monday and runs through May 26, 2017.