Inside Virgil Abloh’s, crowd-pleasing Off-White store

Virgil Abloh fans hung a rainbow of paper crowns on the wall outside the Off-White boutique on Saturday morning, outside the Los Angeles store’s location at the heart of El Segundo, where cars flocked…

Inside Virgil Abloh’s, crowd-pleasing Off-White store

Virgil Abloh fans hung a rainbow of paper crowns on the wall outside the Off-White boutique on Saturday morning, outside the Los Angeles store’s location at the heart of El Segundo, where cars flocked to avoid a crush of highly Instagrammable fans in front of the high-fashion retailer.

Many had showered themselves in bright colors in an homage to the “eye-opener” Virgil Abloh co-designed for Supreme in 2017.

Even Chrisette Michele stopped by for a tune, and captured the moment on video.

Kendall Jenner, the queen of social media posts, also stopped to applaud the fan group’s fervor outside of the store.

The makeshift altar was decorated with balloons, funereal statues, champagne glass flowers, and decorative cheese crumbles.

The group kept chanting “Virgil” until they could get inside, where it was all too quiet inside. Perhaps that was because the nascent Off-White was not yet a household name yet.

And, of course, there was all the Instagram-viewing.

The Off-White boutique did not open in New York or Los Angeles until last month, but it still managed to draw a multitude of customers, including the young model Tali Lennox, and Off-White’s mayor–for now. That does not mean that there isn’t a controversy here, though. As the protests continue and the place feels like the headquarters of the highly politicized fashion industry, it is actually what happened before Off-White even opened on Twitter that might be more captivating.

Hollywood types Leslie Jones and Rob Lowe gave the chain its official seal of approval on Friday, tweeting in praise of the company. Lowe described the brand as “a young man’s effort.” Jones, who once worked for the company before being forced out after stating in an Instagram video, “I think I’d like to be employed by Supreme,” said she had returned to the brand as a fan, “for this passion of mine.”

The company is now negotiating a new Los Angeles store location, but so far, at least, it has only set its sights on one, it has not announced when it is opening yet, and it has also revealed no details on the new store’s creative director.

Read the full story at The New York Times.

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