Last night, we attended Madewell’s first anniversary party in San Francisco. Erika Chan of HonestlyWTF.com held court at the DIY crafts table with an array of embellished buttons, jewels, and crystals. A group of women surrounded her, with a cocktail in one hand, while busily gluing the miniature charms on jeans and various forms of chambray. On another side of the store, shoppers were treated to Bi-Rite cupcakes and local beer. The scene was something out of a quirky fashion blogger meets sorority girl gathering.
Since its relaunch in 2006, the 76-year old workwear company (as in painter overalls and utility pants), has found a new army of fans. In place of utility workers, the brand is now the casual but hip uniform of the likes of Rachel Bilson, Jessica Alba, and Naomi Watts. It’s not hard to love J.Crew’s younger sister. The capsule collections with Alexa Chung were effortlessly girly and fresh. And the fall collection promises more of this style direction - lots of print mixing, patterns, polka dots, quirky graphics paired with skinny jeans, tulip skirts and varsity wear. The “disheveled cool-girl” look has been here for awhile and it looks likes it’s here to stay.