New York-based designer Tanya Taylor opened her second eponymous boutique on Greenwich Avenue in September, delivering a fresh take on luxury classics infused with playful, feminine twists.
Her latest retail outpost, inspired by the chic streetscape boutiques of London, is a homey, art-filled space—the perfect spot for the self-proclaimed girly-girl to share her collection with local fans old and new. “I wanted a place where you just feel welcome the minute you walk in the door,” she says.
We caught up with Taylor as her Manhattan studio was abuzz with buyers visiting for spring market, and the Greenwich store’s grand opening was just a few days away.
Tanya, ready for the holidays, poses in her eponymous boutique.
Gidget jacket in olive ($1,195), Opaline sweater in gray sky ($525), Beth skirt ($545)
Suede Clayton Coat in olive ($1,995), Glenda dress ($645)
Violetta dress in dark fig and forest ($745)
“Our brand is not about wearing a uniform. It’s an invitation to put your own personal stamp on these things. That self-expression is something I’m always trying to encourage.”
—TANYA TAYLOR
Greenwich Magazine: You’ve had a boutique on Madison Avenue for a while. Why choose Greenwich for your second store?
Tanya Taylor: The Avenue feels welcoming, approachable and very chic. There’s a feminine, polished aesthetic that’s super aligned with what I do. I’ve always had a lot of friends , and it feels nice to go somewhere you just know you feel welcome. I know I have a customer there who appreciates what I’m doing.
GM:Retail expansion almost feels brave these days. What motivated you to go the brick-and-mortar route?
TT: I’m obsessed with retailing. I know it’s a risk, but I find I learn so much from my customers. It actually makes me a better designer. Our Madison Avenue store has really been phenomenal for our business. Retailing pays us back just in terms of what we learn. At the stores, we ask for a report at the end of the day, where we ask for an anecdote about every customer who bought something. It helps me figure out the direction I need to go in terms of designing. My first jobs were in retail stores, and I’ve always valued that interaction with the customer.
GM: Was there an “aha” moment when you knew you wanted to be a designer?
TT: Actually, I don’t think I’ve ever told anyone this before, but I thought I was going to be a dentist. I loved math. But my mother would tell you I was always going to be a fashion designer. I’ve also always been creative. I love art. I’m a painter. [Taylor created two paintings for the Greenwich store.] And I’m also from a family of entrepreneurs. So going into business was in my DNA. I did my undergrad in finance and then went to grad school for design at Parsons. So, when you look at my background, it all makes sense. I love to create. I love connecting people, and I love making them happy. Which goes back to the retail part. I love that feeling that comes from helping the customer find something they love and look great in.
GM: You’re a busy mom and have five- and eight-year-old boys. Has parenting influenced how you dress and design?
TT: In some ways it’s influenced the intention behind how I design. Before I was a mom, there was a little more fantasy in my designs. Now, I get a kick out of styling things that feel more secure. I like to see the utility in pieces. I drop off the boys every morning on the Upper East Side, and I live on the West. We are out the door by 7:15 a.m. I never like being uncomfortable. That’s something that really shows up in my designs. The fabric matters. I don’t like wearing things I can’t be comfortable in.
GM: Yet your collection doesn’t lean into the athleisure trend. Is that intentional?
TT: I own exactly one pair of stretch pants! I am that girly-girl. When I need to feel comfortable, I wear a shirtdress. There’s a definite sportiness to who our girl is, and there are fun ways to touch on those areas through design. It’s done with playfulness and femininity. I don’t see myself doing bike shorts in my collections, even though I think they can look great on people.
GM: Why did including plus-sizes in your collections matter to you?
TT: It goes back to an overall feeling that inclusivity really matters in all things, including fashion. I grew up with a mother who was a size 16. She ran a public company, but sometimes she felt bad on Monday mornings getting dressed—that always stayed with me. I wanted to make sure we made a wider range. I love to see women get to wear fabrics, designs and silhouettes that they haven’t been able to access before. [Most pieces go up to size 22.]
Marina Stripy top in white and French blue ($365) and suede Hudson skirt in chocolate ($745)
Hudley denim skirt in indigo blue ($445)
Violeta dress in smoked paprika ($665)
GM: Your designs have been described as exuberant. But there’s also something classic about what you’re doing.
TT: I think I get most excited about how people take classics and make them their own statement pieces. So, when I’m designing, I love seeing how you can take the boundaries of a classic fabric or design and then play with it. If it’s a shirtdress or a classic denim shirt, for example, there’s always detail that I add to make it special and interesting. Our brand is not about wearing a uniform. It’s an invitation to put your own personal stamp on these things. That self-expression is something I’m always trying to encourage.
GM: With that in mind, what are some of the must-haves from your current collections?
TT: Our suede is something people invest in. I need to give a shoutout to our Hudson skirt. I love that it’s so popular that people come into the store and call it by name. They’ll say, “Where’s the new Hudson?” We’ve done it in so many fabrications, and it keeps selling out. It’s just a really wearable, flattering silhouette. [A-line with a center front slit.] This fall, we did it in chocolate suede. Our Violetta dress is also really popular. It’s very pretty, feminine, and the lines are flattering.
GM: What’s your holiday fashion advice?
TT: A dress is always a great choice. It’s easy, and if you choose the right one, they can be quite comfortable and elegant at the same time. I also like to have a theme. I’m the kind of person who coordinates my tablescape to what I’m wearing. I have fun with that and think through all those elements. It helps set the scene and create the mood.
The chic, clean lines of her boutique reflect Tanya’s designs perfectly