Vera Wang's New Ready-To-Wear Store Opens in Soho

Even Racked admitted they'd been drooling over the idea for years, and today it's finally here: Vera Wang's long-awaited ready-to-wear store has opened today in Soho, just in time for Black Friday shoppers. According to WWD, the store is a complex vision of "sliding partitions, shell-like hang bars, translucent shelving, neoprene-covered furniture," and more ... which frankly sounds a bit to us like a combination of "2001: A Space Odyssey" and "The Little Mermaid," but no matter. Vera's a marketing genius, so we're sure she'll do just fine. She's already put herself right smack in the middle of big leaguers like Marc Jacobs and Marni, which means she's playing to win in terms of breaking free (finally) of her main affiliation with long white dresses.

For the frantic bridezillas out there, don't expect to see any wedding gowns at this new spot: The whole space is devoted to Wang's increasingly in-demand ready-to-wear collection, as well as her less-expensive Lavender line. We'd stop by this weekend—by Monday, her fall collection might be all wiped out.

Where: 158 Mercer Street between Houston & Prince Streets

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