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Photo via WWD
St. John's answer to appealing to a younger 35- to 55-year-old customer, SoCa, opened today at South Coast Plaza in a 2,500-square-foot space in the mall's new Penthouse wing, near shops such as Christian Louboutin. WWD reports the store feels residential, featuring "a black, white and yellow Hollywood Regency theme, with two large rooms designed to look like the interior of a Southern California bungalow," and "picture windows that allow customers to see inside...saffron yellow sofas, white curtains, black coffee tables and black sisal flooring..."
The contemporary SoCa collection is center stage here, which rages "from $295 for knit short shorts to $1,395 for a gold leather bomber jacket." Its debut resort collection "comprises a black, white and tan ode to Yves Saint Laurent’s safari collection."
SoCa's second store will be opening in Palm Desert, and the label wants to put its stamp on LA and NYC with shops as well. The line is also hitting department stores like Neiman Marcus, Saks, Bloomingdale's and Nordstrom.
· St. John Opens First Store Showcasing Contemporary Line [WWD, subscription req]
· St. John Aims for a Younger Customer (Again) with SoCa [Racked]