“The aspirational retail world has been taken over by big luxury brands. That’s what they’ve done in East Hampton. But my customer is no longer aspirational. They don’t want logos or any of that stuff. They’re done.”
Tiina Laakkonen, New York Times
Tiina the Store is closing its doors and Tiina Laakkonen spoke to the NYT about the retailer’s eye, billionaire style and her next move. Spoiler: she’s taking a break to “fine tune what the next thing will be”, hinting it could be something much smaller or “something on a department-store level”.
Before ‘quiet luxury’ was a thing, Tiina the Store was a near-mythical destination for logo-free clothes and homewares with a tactile, slightly bohemian quality, akin to the top floor edit of Dover Street Market. Even though I never went there in person, it had a reassuring presence in my in-box with its drops of Arts & Science dresses and Zanini outerwear. Hopefully her hiatus won’t last too long.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Tiina the Store by Christopher Sturman for New York Times
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