With awards season now in full swing, luxury e-tailer Armarium has traded New York’s wintery weather for the warmer climes of the West Coast to launch its fourth LA pop up. And in partnership with Livia Firth’s Eco-Age, the Carmen-backed fashion rental and styling service aims to continue its mission to make sustainable dressing more accessible.
Now open on Melrose Avenue, the new pop-up shop brings together Armarium’s specially curated selected of red-carpet ready gowns, from brands including Bottega Veneta, Marni, Ronald van der Kemp and Erdem, as well as shoes, accessories and faux fur from House of Fluff, all available to rent for one of the many upcoming awards shows, or to wear for a simple evening out with friends. As Sonia Young, one of the stylists who is part of Armarium’s in-house team, explained to The Hollywood Reporter, “You don’t have to be a celebrity on the carpet to choose this life. I think to choose this path [of sustainability] and be socially aware of it makes it really hard to look back. Being part of the sharing economy is the first step towards reducing consumption. You can have really beautiful pieces versus going to Zara and picking up a dress that everyone is wearing.”
Young, who brings her sustainable styling experience to the pop-up, is joined by fellow stylists Erin Walsh and Micaela Erlanger, who as part of the event will each be offering one-to-one sessions with Armarium’s West Coast customers. And company founders Trisha Gregory and Alexandra Lind Rose have also brought make-up professionals from Glamsquad on board to provide beauty services.
“Sustainability was an intimidating word for me when we first launched, because not all of the products we offer are made from sustainable materials,” explained Gregory to Vogue’s Emily Farra. “But we wanted to take a step forward and think about rental as a way to consume differently.” And as part of the pop up experience, Armarium will also be hosting a range of sustainability-focused panels, events and charity initiatives.
The Armarium pop-up shop at 8406 Melrose Avenue in West Hollywood is open until 25th February.
