Fashion People Podcast: "Zombie Brands and Barneys in Japan" - April 29, 2025

Hosted by Lauren Sherman, Fashion People dives deep into the intricate world of fashion, uncovering the stories behind iconic brands, industry shifts, and the latest trends shaping the multi-trillion-dollar fashion industry. In this episode, titled "Zombie Brands and Barneys in Japan," Lauren Sherman engages in a compelling conversation with Jen Brill, Creative Director of Homegirls, exploring the resurrection of the Barneys brand in Japan, the challenges of modern retail, and the innovative ventures of Homegirls.

1. Introduction and Episode Overview [01:46]

Lauren Sherman kicks off the episode by setting the stage for the discussions to come. She outlines the key topics, including:

• Barneys' Resurrection: Analyzing the revival of Barneys in Japan under the management of Authentic Brands Group.
• Retail and Shopping Trends: Insights into the current state of retail, the evolution of shopping experiences, and the future of multi-brand stores.
• Homegirls' Expansion: Exploring Homegirls' latest issue launch and the opening of their new retail store.
• Celebrity Highlights: A light-hearted segment celebrating Gigi Hadid's 30th birthday and her influential fashion choices.

Lauren Sherman: “We’re talking Zombie Barneys, the Best and worst dressed at Gigi's 30th, the future of Shopping and a whole lot more. Happy Tuesday everyone.”

2. Barneys' Revival in Japan [05:14 - 16:21]

Jen Brill delves into the fascinating story of Barneys' continued existence in Japan despite its bankruptcy in the U.S. Lauren Sherman discusses how Authentic Brands Group has acquired Barneys' intellectual property (IP) to keep the brand alive globally.

Key Points:

• Authentic Brands Group’s Strategy: Focused on maintaining brand presence by opening new stores and collaborations.
• Barneys in Japan: Operating two locations that retain the 2016 Barneys aesthetic, appealing to both nostalgic customers and new demographics.

Jen Brill: “While the Barneys we all know and love is sort of half alive in Japan, where they have two locations and it looks like 2016 Barneys, there are also coffee shops in Oahu in Honolulu.” [06:47]

Lauren reflects on the unique retail landscape in Japan, highlighting other iconic brands like Dean & DeLuca and Brooks Brothers that have found a niche abroad.

Lauren Sherman: “And Brooks Brothers, obviously is still around here, but the one there is, like, pristine. Feels throwback to Tom Brown era Brooks Brothers level of like attention to detail and everything.” [07:56]

The conversation emphasizes the contrasting approaches to retail revival, noting the high investment in store design to create immersive shopping experiences.

Lauren Sherman: “They spent millions of dollars on this. On this refresh of the space that was Barney's. Then Lomans, the off price retailer that used to be a part of the same company.” [14:16]

Jen Brill: “The One in Tokyo feels very similar to that era. It really reminds me of mid 2010s sort of... everything is marble, everything is shiny and everything is black.” [15:20]

3. Modern Retail Trends and Challenges [16:21 - 24:43]

The discussion shifts to the broader retail landscape, questioning the sustainability of multi-brand stores in the digital age.

Lauren Sherman: “If someone walks into a store, if it's not a single brand, if it's multi brand, they're gonna try a bunch of stuff on and what they're most likely gonna do is walk out and go on their phone and find it for cheaper somewhere else.” [21:02]

Jen Brill: “At this point, essentially a showroom.” [21:04]

They debate whether consumers crave the traditional retail theater or if the experience has become too performative and expensive.

Jen Brill: “I do think the desire for retail theater still exists. Or is it like, or is that too extra, performative, expensive of another era?” [23:06]

Lauren points out the fragmented nature of modern shopping in major cities, noting a lack of comprehensive multi-brand experiences outside of specific districts like Beverly Hills.

Lauren Sherman: “There's not really anything up in that shopping area that's multi brand. Like there used to be.” [23:26]

4. Homegirls' Expansion: Magazine and Store Launch [25:57 - 37:36]

Jen Brill shares the journey behind Homegirls' transition from a magazine to a retail store, highlighting the creative freedom and community-driven approach that sets Homegirls apart.

Jen Brill: “It's been such a source of inspiration and joy and fun and a burst of energy and a way to meet someone and have a nice conversation with them and not even know what their photography looks like and do something with them.” [26:08]

Key Points:

• Collaborative Spirit: Emphasis on organic brand partnerships and maintaining editorial integrity.
• Store Design: The new store on Walker Street in Chinatown is described as a beautifully designed 250-square-foot space, crafted by Raphael Jacardenas and his team, blending retail with unexpected elements like a dry cleaner façade.

Jen Brill: “We are just able to work with people that are in our age group. It's done so well. It's just like it was. It's been produced at such a high level. The materials are beautiful, the design is flawless.” [33:26]

Lauren Sherman: “Homegirls has done really well in brand partnership... acknowledging the reality and then actually having fun with it.” [35:04]

The conversation underscores the importance of editorial context in brand collaborations, allowing for more authentic and flexible partnerships compared to traditional advertising.

Jen Brill: “Because it's in an editorial context, brands give a lot more freedom and there is a need for it to feel organic to the platform or else there's no point in doing it.” [35:39]

5. Celebrity Fashion Highlight: Gigi Hadid's 30th Birthday [38:45 - 48:57]

To add a lighter note, Lauren and Jen discuss Gigi Hadid's 30th birthday celebration, focusing on her fashion choices and the broader implications of celebrity style on trends.

Lauren Sherman: “Gigi hadid celebrated her 30th birthday on Friday. I feel like there is a chance if you were in New York, you would have been invited to this party.” [39:09]

They analyze Gigi's attire, praising the balance between structured pieces and trendy accents, and reflect on how such high-profile events influence fashion perceptions.

Jen Brill: “She looked really cute in capris. They look really, really cute.” [43:47]

The discussion delves into the practicality of evening accessories, such as oversized bags, and personal preferences in balancing style with functionality.

Lauren Sherman: “If I can. If I'm going out and I'm not, I don't have my laptop. I try not to carry a bag. I just wear a jacket with pockets and carry stuff in there.” [42:16]

They conclude with a playful exchange about potential future shopping trips, emphasizing the camaraderie and shared passion for fashion.

6. Conclusion and Final Thoughts [48:57 - End]

Lauren wraps up the episode by thanking Jen for her insights and expressing excitement about Homegirls' new ventures. The conversation highlights the evolving nature of fashion retail and the importance of maintaining brand legacy while embracing innovation.

Lauren Sherman: “Jen, thank you for being on Fashion People. This was so fun.” [48:19]

Jen Brill: “What an honor. Thank you so much for having me, Lauren.” [48:48]

Notable Quotes with Timestamps

• Jen Brill on Barneys in Japan [06:47]: “While the Barneys we all know and love is sort of half alive in Japan, where they have two locations and it looks like 2016 Barneys, there are also coffee shops in Oahu in Honolulu.”

• Lauren Sherman on Multi-Brand Retail Challenges [21:02]: “If someone walks into a store, if it's not a single brand, if it's multi brand, they're gonna try a bunch of stuff on and what they're most likely gonna do is walk out and go on their phone and find it for cheaper somewhere else.”

• Jen Brill on Homegirls' Collaborative Spirit [26:08]: “It's been such a source of inspiration and joy and fun and a burst of energy and a way to meet someone and have a nice conversation with them and not even know what their photography looks like and do something with them.”

• Lauren Sherman on Authentic Brand Partnerships [35:04]: “Homegirls has done really well in brand partnership... acknowledging the reality and then actually having fun with it.”

• Jen Brill on Retail Theater Desire [23:06]: “I do think the desire for retail theater still exists. Or is it like, or is that too extra, performative, expensive of another era?”

Key Takeaways

• Brand Resurrection: The case of Barneys in Japan showcases how Authentic Brands Group navigates brand legacy and modern retail demands, maintaining relevance in diverse markets.

• Retail Evolution: The shift towards showroom-style stores and the challenge of creating immersive experiences in a digital age highlight the complexities of modern retail strategies.

• Innovative Publishing: Homegirls exemplifies the future of magazine and retail crossovers, blending editorial content with authentic brand partnerships to create unique consumer experiences.

• Celebrity Influence: High-profile events and celebrity fashion choices continue to shape and inspire trends, demonstrating the enduring impact of influencers in the fashion industry.

For those intrigued by the intricate dance of legacy brands and modern retail innovations, this episode of Fashion People offers a rich exploration of how iconic names like Barneys adapt and thrive in a constantly evolving market. Additionally, Homegirls' journey from magazine to retail exemplifies the creative synergies that drive the fashion world forward.