Saks Fifth Avenue breathes new life into Barney’s New York

Photo credit: Luis Guillén / Saks Fifth Avenue

From Harper’s BAZAAR

Barneys New York is back. The famous luxury retailer, which filed for bankruptcy last year and closed its iconic Madison Avenue store, was resurrected in name and spirit by Saks Fifth Avenue.

Today Saks Fifth Avenue unveiled a store in a store on the fifth floor of its flagship New York City. The sprawling 54,000 square feet, aptly titled Barneys at Saks, aims to carry on its reputation for discovering and nurturing emerging Barneys New York designers built over the last hundred years of its existence. That means: brands like The Row, Rick Owens and Proenza Schouler owe a large part of their success to the support they received from the former fashion powerhouse.

Photo credit: Luis Guillen / Saks Fifth Avenue

“When we designed Barneys at Saks, we focused on three pillars to bring the brand to life in ways that are relevant to today’s luxury consumer while celebrating the spirit of Barneys New York – discovery, the unexpected, and Fun, ”says Tracy Margolies, chief clerk at Saks Fifth Avenue, to “We are excited to introduce the Barneys of the future to our customers and plan to use these pillars as a guide to our merchandise strategy and the entire Barneys experience at Saks.”

Margolies and her team first scoured the market to find the right emerging brands that best represent this ethos. They landed on Fear of God, Jerry Lorenzo’s cult Los Angeles-based label that sells sluggish suits and bespoke sweats. Victor Glemaud, a New York designer loved by fashion insiders for his sleek and vibrant knitted dresses; Stella Jean, an Italian designer who creates collections with lush prints on silhouettes in the style of the 50s; A-COLD-WALL *, the London label founded by Samuel Ross that heaped on hypebeasts; and more. Each of these talents has its own point of view and offers men and women with discerning taste a wide choice. Barneys at Saks marks the first time men’s and women’s goods live on the same floor in the flagship.

The story goes on

Photo credit: Luis Guillén / Saks Fifth Avenue

The labels also had the option to fully customize mini-shops to really convey their brand identity to customers. “For example, BruceGlen decorated his room with the brand’s“ Happy Print ”with bright and bold colors,” describes Margolies. “They chose this print for their shop to make customers smile and delight in this unprecedented time.”

The fifth floor is also home to Honeybrains, a new health-focused food and beverage counter that, as Margolies says, adds to the “fun and unexpected shopping experience”. A separate barney opens at Saks on January 25th in Greenwich, Connecticut. And Margolies shares that both the outpost and flagship will constantly evolve with new pop-ups, innovative displays, and products that keep Barneys New York’s legacy alive.

Photo credit: Luis Guillén / Saks Fifth Avenue

“Barneys at Saks will continue to serve as a novelty incubator and space for emerging designers to bring their vision and story to Saks,” says Margolies. “We always strive to give our customers the best machining, where and when they want it, and we will continue to develop Barneys at Saks with that goal.”

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