French brand Sandro christened its first U.S. store last night with a lively fete -- bringing out all of the fashionable scenesters in town for Fashion Week. (The store, located on Bleecker Street in the West Village, has actually been open since before the holidays.) The event felt like back to school for the fashion crowd, with only days before the Fall 2012 collections kick-off.
Model Dree Hemingway, who played host at the party, along with Evelyne Chetrite, Sandro’s creative director, has also designed a capsule collection for the brand, which includes white jeans, embroidered t-shirts and leather clutches. Hemingway, looking relaxed in jeans and a T-shirt herself, told us, “When Sandro asked me to do a couple of capsule collections, I was so excited. I flew to Paris and met with them. They really let me be involved in the design process. There was a lot of back and forth.”
Unfortunately, this front row staple won’t be making the rounds this season. “I’m actually working quite a bit,” she said. “Then I’m going to Australia before London and Milan fashion weeks.”
Her advice for surviving the Fashion Week madness: “Brace yourself with the partying and get some sleep. And of course, it always helps to surround yourself with good friends.”
DJ Harley Viera-Newton has a much more hectic fashion week ahead of her. She told us, “I'm DJ-ing some fun stuff, the Purple magazine party on Saturday [at Boom Boom Room]. I’m doing that with Cassie [Coane] so that should be good. I'm also DJ-ing the Hudson Jeans event on Friday [at Scoop] and the Negarin show on Monday.” Her fashion week strategy she told us is “cat naps, whenever possible, just 22 and then I’m good to go again.”
Actress Rose Byrne, who also made the rounds at the Sandro event, told us, “I would love to go to a lot of shows, but I am shooting season five of Damages right now, and my schedule is really rough. I am going to the AmFAR gala [at Cipriani] and I’m really excited about that, it’s such a great organization.” If she does have time, she said, “I’d love to go to the Marc Jacobs show and I’m a big fan of Rag & Bone -- there are just so many!”
As for what the "Bridesmaids" star is wearing to the Oscars this year, she said she still doesn't know. "I don't want to give too much away," she said coyly. "I have a couple of options I'm thinking about. I'll do some fittings next week." As for the process of dress picking during awards season, Byrne said, "I have been working with my stylist who is great, Penny Lovell. She's really good about steering me in the right direction and she’s great about bringing lots of good options. Otherwise I would be lost."
Sandro is located at 415 Bleecker Street, near Hudson Street.