By Lauren
With Fashion Week in full swing, there is no shortage of chaos in Manhattan. So I was delighted to discover the beautiful simplicity of the line, IMPROVD, when I attended their Fall '11 presentation and store opening last Friday in the Meatpacking district. It's easy to shop for all these basic yet perfectly constructed pieces since their new home has a very minimalistic feel, in a good way! No overcrowded racks, or mannequins to step around here. The pieces speak for themselves.
The concept of the presentation is playing with the idea of perception - not everything is as it appears. Keeping with the theme, Nisian Hughes shot video of the models wearing the pieces and then projected them onto life-sized forms. It was a really unique way of seeing the collection and I loved the originality.
The style and quality of this line comes at an unexpectedly lower price point. These were some of my favorite pieces that I can't wait to get my hands on!
The designers, Sam Ben-Avraham and Valentino Vettori (pictured with me above) are experienced veterans of the fashion business. Ben-Avraham founded NYC cult boutique, Atrium, and Vettori was at Scatola Showroom.
This line of reinvented quality basics can be purchased online at
www.improvd.com and at specialty boutiques such as Intermix and Atrium of course.
IMPROVD
819 Washington street