WHAT CAN LOCAL LUXURY BOUTIQUES TELL US ABOUT THE FUTURE OF RETAIL?

The lights dimmed and the guests took their seats – the Proenza Schouler show was about to begin. We’re not in New York City, or even at fashion week, but we’re in Charleston, South Carolina, and we’re sitting next to a bunch of editors that you might expect to be a row of top-dressed women. brand in New York. . They’re not celebrities, influencers or sellers, but actual shoppers, getting a close-up look at the brand’s latest products thanks largely to Stacy Smallwood, the founder. Hampden Clothing, who gathered a group of customers and friends to celebrate the store’s 15th anniversary through a catwalk experience many of her full-time employees never had the chance to. previously participating association.

New Orleans' Pilot and Powell

After two years of closures, mask duties and disruptions to the shopping cycle have hit small businesses, local but impactful fashion boutiques like Hampden, which sells luxury fashion. through a regional lens and deliver a personal level of attention to interested shoppers. relegated to buying online – is taking a new step.

Inside Charleston's Hampden Clothing.

“We can’t avoid bad things happening in life. That’s how we approach it,” Smallwood said. “If we sat in fear, we couldn’t move forward. One of the biggest things that allowed us to thrive post-Covid was that we took action by staying in touch with our customers. , because we care about them as a human being, first and foremost.”

Proenza Schouler at Hampden Clothing.

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