Rachel Shechtman has recently created a store concept that I’m in love with. Story, which recently opened in Chelsea, is a store that rotates themes every month. For example, February’s theme was love, and therefore every item/brand put in the store that month had to do with love.
In today’s society, I couldn’t think of a better idea. Most of us are always looking for the next best thing and most fashion companies cannot keep up, which is why women’s ready to wear sales have been sliding downward over time. But with this cool new concept, if the store doesn’t meet the consumers expectations one month, try try try again because the next month will be a totally different ballgame with completely new categories of merchandise. I can’t wait to check it out!
144 10th Ave at 19th St NY, NY