Montreal’s Marie Saint Pierre and Toronto’s Zvelle have teamed up to launch a Manhattan pop-up shop.
Image by Studio Nat Gorry for Marie Saint Pierre.
High-low fashion collaborations have been popular for years, offering a way to create buzz for established brands, attract new retail customers and introduce relatively niche designers to the masses. For example, JW Anderson’s new collection for Uniqlo has received a ton of press, while Erdem’s highly anticipated H&M collection is coming to stores next month.
The newest wave of collaborations on our radar, however, is seeing like-minded independent brands working together in innovative, community-building ways. The latest example of this trend? Montreal’s Marie Saint Pierre and Toronto-based footwear brand Zvelle — both celebrated for helping to put Canadian fashion on the map — have come together to launch a pop-up shop in New York’s Soho neighbourhood.
“If you want to pop up for the first time in NYC, then Soho is the place,” says Zvelle founder and creative director Elle AyoubZadeh. “We’ve tested pop-ups since last year, and NYC is a natural step in our expansion. We already ship to the US and we’ve had some demand for a while.”
The collective space, located at 70 Wooster St., features a curated selection of Zvelle’s newest styles, along with ready-to-wear clothing for women and men, handbags, perfume and candles and a limited selection of home furnishings by Marie Saint Pierre. “I have a great deal of respect for Marie Saint Pierre,” says AyoubZadeh. “We have a shared love and passion for craftsmanship and our companies have a number of values in common.”
Although famed for being a kind and supportive bunch, Canadian designers aren’t often associated with bold ambition, making the Zvelle x Marie Saint Pierre partnership all the more compelling. “We’re building Zvelle as the next modern luxury heritage brand, which means I want it to be around long after I am not,” says AyoubZadeh.
The Zvelle x Marie Saint Pierre Pop-Up runs until October 30, 2017 at 70 Wooster Street in Soho, New York City.