above: (left) Inside the new fashion hot spot; (right) Nili Lotan – Photographs: Courtesy of Nili Lotan
When fashion designer Nili Lotan was looking for the next location for her carefully curated collection of retail stores, putting her sixth namesake boutique on Greenwich Avenue made sense.
“In retail, what works for me is to create an atmosphere where I’m connecting with my clients in a more intimate way,” Lotan says. “Greenwich is a place where I know I have a network of women who already shop the brand.”
The acclaimed ready-to-wear designer, known for her ageless, elevated, cool-meets-luxe apparel, went out on her own 2003 after leading design for brands including Ralph Lauren, Nautica and Liz Claiborne.
Three years later, Lotan slowly began adding retail outposts, with a strategic eye on locations where her brand had strong online sales, an established following and a vibrant retail scene. In this case, Greenwich checked every box.
“I don’t want to be on every corner,” Lotan explains of her stores in New York City, East Hampton, Palm Beach and Los Angeles. “I didn’t need big stores in SoHo or on Rodeo Drive. My whole philosophy is about community; and the way I see it, in Greenwich I’m coming to where my clients are living. And who has time to shop? So, I’m coming a little closer to them.”
The Greenwich Nili Lotan boutique, which opened in May, is outfitted with racks of Lotan’s refined womenswear and accessories displayed in an interior that makes its own stylish statement.
The Israeli-born designer is a fan of midcentury architecture and keeps a Croton-on-Hudson home designed by acclaimed architect Marcel Breuer. Lotan says designing her stores has become a hobby that calls on her many influences, including architecture.
“Breuer always designed with chrome and stainless steel,” she says. “So, I did my hangers that way. And then I added in some Scandinavian and French mid-century furniture, which is kind of what my own style is like.”
While decidedly classic, Lotan’s American-made fashions reflect that same edgy and multicultural perspective. “I come from Israel, which has its own very specific taste and style,” she explains. “But then there’s an implied Americana in everything I do. I also love to add a little European flair. Put it all together and I think it’s quite unique.”
If you stop by the Greenwich boutique, you may even run into the designer. “I’m so close by, and I love the town and interacting with my customers,” she says. “So, I will definitely be there from time to time.”
371 Greenwich Avenue; nililotan.com
THE SEASON’S MUST- HAVES
Lotan’s line is known for its strong outerwear. This season, she recommends investing in a shearling coat or jackets in tweed or herringbone evocative of the English countryside. “That’s where I took my fall collection,” she says. “And these are things that can refresh your wardrobe, but you’ll have forever.”
NILI’S CLOSET ESSENTIALS
When building her customer’s wardrobes, Lotan encourages them to start with high-quality basics. “When you are buying apparel really consider your lifestyle,” she advises. “While I believe in quality, I’m not about haute couture. Most of us are not living that kind of life.”
HER STAPLES
• A white cotton blouse
• A cashmere sweater or sweatshirt
• Great jeans
• Trench coat
• Car coat
• Blazer