Hourglass and Barneys New York Team Up for Nostalgic Pop-Up
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To celebrate its 20th anniversary, cosmetic brand Hourglass has partnered with department store Barneys New York for a pop-up experience.
Barneys New York and Hourglass curated the pop-up with former Barneys New York leaders, Simon Doonan and Julie Gilhart. Hourglass chose to work with Barneys New York because the retailer is the first store to sell its products. The goal is to play up that nostalgia, said Carisa Janes, founder and president of Hourglass.
“As we celebrate 20 incredible years of business, we want to honor where we got our start and pay it forward for today’s designers through this unique pop-up experience and our partnership with the CFDA to support the talent of tomorrow,” Janes said.
The pop-up will include weekly events, guest DJs, customization opportunities, and industry panels. For example, a “comedy in fashion” event includes the brand KidSuper and Simon Doonan. Another example is an event including a tasting menu from New York restaurant Fred’s with model Nara Smith.
Additionally, Hourglass makeup artists will give makeovers to attendees.
The pop-up also features exclusive items from Hourglass and Barneys New York as part of their collaborative products. The former fashion director of Barneys New York, Julie Gilhart, worked with Hourglass to curate a diverse selection of designers for the experience. The designers and collections include Telfar, Gigi Burris, Rachel Comey, Marc Jacobs, and more.
The pop-up runs through Oct. 11 at 14 Prince St. in New York.
“The partnership brings the magic of Barneys New York to the fans that remember it, and those who will be excited to discover it for the very first time,” said Brooke Blashill, CMO of Hourglass.
The pop-up ties into Hourglass’ partnership with the Council of Fashion Designers of America, which provides scholarship funds to support emerging talent and designers.
“The nostalgia of Barneys was a store where you could come and shop designers you were familiar with but also discover the newest and best-in-class in clothing, accessories, beauty, and home,” said Gilhart. “The curation of the pop-up is exactly that. It is truly a love letter to New York as all the designers are based in New York.”
https://www.adweek.com/commerce/hourglass-and-barneys-new-york-team-up-for-nostalgic-pop-up/