Zombie Brands and Barneys in Japan

Summary

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.

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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.”

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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]

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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]

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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]

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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.

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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]

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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?”

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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.

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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.

Transcript

[Lauren Sherman]

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[Bill Cohan]

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[Lauren Sherman]

Hello and welcome to Fashion People. I'm Lauren Sherman, writer of Puck's Fashion and Beauty Memo Line Sheet, and today with me on the show is Jen Brill, Creative Director of Homegirls. 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. I am back on the East Coast. I'm headed to New York later this week. On Monday and Tuesday, Line Sheet was packed. It included an update on Saks's debt situation from my colleague Bill Cohan, a teeny, teeny bit of Vanity Fair news for for the people who really care. Plus, Rachel's take on the boy Smells Candle scandal. My take is that people need to chill out. And if you do not know about what's going on with Boy Smells, it's probably best to read Rachel's Item. There's also more Met Gala news. Ish. More to come, I'm sure. And I also raise the question, do brands need the Met Gala or do they just need a gala? Oscar de la Renta's sponsorship of Save Venice, which happened last week, is a good way to think about it. What else is going on? Well, on Monday, I got into a state of Barney's Post Barney's, which Jen and I are also going to discuss. So all anyone wants to talk about is how much they miss Barney's. I'm giving the people what they want. Let's get going. Jen Brill, welcome to Fashion People.

[Jen Brill]

Lauren Sherman. Thank you so much for having me today.

[Lauren Sherman]

I'm sad we're not on the same coast.

[Jen Brill]

Wait, we're not?

[Lauren Sherman]

No, I'm in. I'm in Miami. Don't ask.

[Jen Brill]

What are you doing in Miami?

[Lauren Sherman]

I'm visiting my in laws.

[Jen Brill]

You're such a good daughter in law.

[Lauren Sherman]

I am not. It's been probably a year and a half. And they're nice. I like them. So can you imagine Heaven? The ones I don't like.

[Jen Brill]

Heaven. It's.

[Lauren Sherman]

It's good. How are you doing?

[Jen Brill]

I'm good. I'm live and direct from Mount Washington, Los Angeles.

[Lauren Sherman]

You know what I've been telling people about you? That you living in Mount Washington makes me feel better about living in la.

[Jen Brill]

I tell people the same thing about you. She lives eight minutes from me. It's a good point.

[Lauren Sherman]

Yes. It makes me feel like if you. One of the coolest, if not the coolest person in the world lives in Mount Washington, then that it's okay.

[Jen Brill]

They only knew I wear full sweatsuits these days. Sneakers.

[Lauren Sherman]

I know. You're the best dressed at the. What's it, the morning run? The school run?

[Jen Brill]

Nope, just a mom wearing a pair of supreme sweatpants.

[Lauren Sherman]

Well, you are somehow still hugely influential on the industry, which we're gonna talk about a bit later with the launch of Homegirl's latest issue. Or Volume, as you all call them. And then also the store, which I'm excited to hear more about from you. And I'm gonna be in New York later this week. I'm definitely gonna stop by.

[Jen Brill]

Oh, I'm sure Tycoon's gonna be so excited to host you. It's so beautiful, the shop.

[Lauren Sherman]

I'm pumped to see it. And See the dry cleaning in action.

[Jen Brill]

It's really good.

[Lauren Sherman]

So it's funny. It's like a sort of slow news time out of Europe. There aren't a ton of. Pretty much every creative director is settled except for one. We'll wait and see. And there's some, like, financial stuff that I don't want to bore you with that's going on right now. But most of the news this week is really about retail and shopping. My colleague Bill Cohan, who covers financial stuff for us, has been writing a lot about Saks. And on Monday I had this piece that was sort of inspired by my trip to Japan on Barney's and sort of what happens when a retail brand dies but, like, doesn't totally go away. They were acquired by. When Barneys went bankrupt, the IP was acquired by Authentic Brands Group, which is a brand management firm that owns a lot of different things. And they sort of. Their job is to make sure the brand stays alive, but to also put it in as many places as possible. So 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.

[Jen Brill]

Are also coffee shops in Oahu in Honolulu.

[Lauren Sherman]

Oh, wow. Interesting.

[Jen Brill]

Oh, wait, I just mixed up Dean and DeLuca and Barney's mom Brain.

[Lauren Sherman]

You know, it's funny though, I mentioned Dean and DeLuca in this Barney's piece because there are so many of these stores and restaurants. There's a buttermilk channel in. Which is closed in.

[Jen Brill]

I'm not familiar with Buttermilk.

[Lauren Sherman]

With Buttermilk, it's a Carol. It was in Carroll Gardens. It was very like 2011 Carroll Gardens, Maple Bacon.

[Jen Brill]

Yum.

[Lauren Sherman]

And it. It was great. They still have another restaurant, which I can't remember the name, but it's on Atlantic in like, Borum Hill or something. But they. There's a buttermilk channel that's still going in Japan. I ate at Dean and DeLuca. I ate at City Bakery. All these things. Yeah, City Bakery.

[Jen Brill]

That one's. That's very impressive to me. That's such like a deep New York cut and I'm surprised that it exists in Japan.

[Lauren Sherman]

Yeah, it is very nice. They have several locations. And what else was there? City Bakery. There's. Ron Herman is still there. There was an amazing. 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. Like attention to detail and everything. So it was interesting. But as Barney's is thriving in Tokyo, and maybe other places in Japan that I don't even know about. It's also still. It still exists here. So there was a collaboration with Forever 21. There was a potential magazine that was supposed to launch at Art Basel in Miami, I want to say, two years ago that never materialized. I think I might have an update on that later this week if anything's going on with it. And then there are. There's a private label thing that they're trying to redevelop that I was told it was at first supposed to be at Saks. Now it's probably going to be much more widely distributed and maybe the price point will be lower. There's a lot. And then of course there are the residences on a property at like a gated community in Tulum that are called the Barney's Residences. Yeah. So it's a lot. I'm curious as, as a board and bred New Yorker, is that correct?

[Jen Brill]

Correct. Upper east side, East 63rd Street, 63rd and 2nd Avenue. So Barney's was part. I'm pretty sure I was there at least two times a week for the 90s. I was window shopping 99.9% of the time. But I was there quite a bit during a golden era.

[Lauren Sherman]

What was the first thing you ever bought there?

[Jen Brill]

I remember Makeup Forever launching and that was the first place I laid eyes on the collection and makeup. Obviously for a teenager, such an entry point at a department store. So it was a lot of fussing around the makeup department. Touching Helmut Lang for the first time. Touching Katherine Hamnet for the first time. Being introduced to Cationa Deli at Barney's in the year 2000, I think. Daryl K. Cigarette jeans, you know. So I spent a lot of time just like trying things on and then saving my money for summer to go in there and buy something or to beg my mom for something that was on sale. I actually remember buying a Barney's Collection chocolate brown single breasted, long shearling coat. I begged Agatha and she bought it for me. But I spent a lot of time just window shopping. It was a really magical, joyful place. It was like obviously very expensive, but not intimidating. Right. I think Bergdorf, which I love and loved then just felt a bit more fuddy duddy and for someone's grandmother, perhaps, and with all due respect, of course, but Barney's felt like the woman that I wanted to be when I was able to shop.

[Lauren Sherman]

Totally. I moved to New York in 05 and it still felt like that. And I remember I bought a Philip Lim this probably 06 or 07 a Philip Lim skirt suit that was on sale. But I had them send it to my office downtown. It was like 75 extra bucks, which I didn't have, but was like, you could just send it to my office downtown.

[Jen Brill]

Amazing. Amazing. Yeah. It was such a place of like joy and inspiration. And their advertising was incredible and so punk rock and unlike anything during that time. And it's something that freedom and energy doesn't exist in advertising today.

[Lauren Sherman]

No. And you think about all the people who worked there. Not only, obviously the Jilly.

[Jen Brill]

Julie Gilharts and Wani Neuhaus, Simon Doonan. Like there were so many great minds there. The imagination ran wild. Dennis Friedman, Glenn O'Brien. And I was actually. I just received this in the mail maybe six weeks ago. But there was a catalog that they made I think in 1997 and there's an article written about it in the Times because there were no designers or product descriptions or prices. Lauren. It was like a book of photography with clothing, of course. But there was zero description of the clothing that was in the catalog. And the New York Times wrote an article that was kind of like, has this department store lost their minds? And yeah. It was just really rebellious and yeah. Very special what they did.

[Lauren Sherman]

Did you. When it shut down, how did you feel? Did you care?

[Jen Brill]

I'd already mourned the death of Barneys and the Barneys that I grew up loving many moons before. Like, I can't even tell you when it closed down. Can you tell me?

[Lauren Sherman]

It was 2019. It does feel like it was earlier than that.

[Jen Brill]

Right, Right. It made its big move on 16th Street. Is that right?

[Lauren Sherman]

And reopened in the first Barney space. So.

[Jen Brill]

Exactly.

[Lauren Sherman]

And 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.

[Jen Brill]

Right.

[Lauren Sherman]

Where I bought my first mark by Marc Jacobs bag.

[Jen Brill]

Lomans was a huge part of every New Yorker's life. So.

[Lauren Sherman]

Good. And then they reopened it. It had a amazing spiral staircase. And they. And they really tried to. They put a ton of money into the store design for many of the sorts. But that 16th street one was the. Was the crown jewel.

[Jen Brill]

Right. And it was something. Barney's on Madison and in its original iteration on 16th street was never that glossy.

[Lauren Sherman]

Yeah.

[Jen Brill]

And this iteration you're speaking of was so over the top. Lots of bells and whistles. So to me it was kind of like not the essence of the brand that we worship and adore.

[Lauren Sherman]

Yeah. Now. And the One in Tokyo feels very similar to that era. It really reminds me of mid 2010s sort of. I don't want to say the peak of luxury because that came 10 years later, but that sort of the really rise of big luxury and everything is marble, everything is shiny and everything is black and the sort of. You mentioned Categon Adeli, who is someone who I feel like is revered as a designer. I remember when she was like secretly designing. I want to say Helmet Lang or something like that.

[Jen Brill]

I didn't know that.

[Lauren Sherman]

Yeah, she was design. Don't quote me. It might have been what's the other brand's that fast? No, it was Helmet Lang. Wow. And yeah, and she didn't. She doesn't like being public, so I don't know what she does now. She probably consults on something else.

[Jen Brill]

But she's also a designer no one really speaks about. And like I. I doubt the kids are collecting Catiana Dali and they should be buying shrunken hoodies and, you know, little tight skinny jeans, but I'm sure they're not.

[Lauren Sherman]

Well, maybe they will in the same way. This generation is like very into Romeo Gigli. Maybe the next generation will be into Daryl K. And Katyon Adelaide.

[Jen Brill]

I mean, something that I'm always thinking about is how the next generation tends to cling on to the things that we hated from our youth. So like true religion.

[Lauren Sherman]

Totally. Yes.

[Jen Brill]

You know what I mean? And it's something that I find gen zers are kids that I think are so chic and cool. Love.

[Lauren Sherman]

It's very much to me what Glenn Martens has done at Diesel, which is that like really grotesque. I remember freshman year of college I had a pair of Diesel jeans also.

[Jen Brill]

But I love Diesel jeans.

[Lauren Sherman]

And they were. I remember there was one pair that were like really war. They were washed to be green and it looked like you rolled around in the grass.

[Jen Brill]

Of course. Of course.

[Lauren Sherman]

And I feel like he digs into the sort of grotesqueness of that and then makes it feel glamorous and. And cool.

[Jen Brill]

Right.

[Tommy Morrissey]

He.

[Lauren Sherman]

He sort of nails that in a very specific way. But yes, the true today, flying I'm in Miami and flying from LA to Miami, I saw so much juicy couture and it really felt like Y2K.

[Jen Brill]

Right. And those are the things that I wasn't drawn to. So it's actually, it's interesting to think about the next generation and whether or not Barney's will resonate with them. And I'm excited to see what happens with the brand because it's of course, nostalgic for us and we were able to experience the store in person. But I wonder if it means the same thing to Gen Z.

[Lauren Sherman]

For sure. And these brands also, so many things are just taking on totally different meanings. Do you know about this? You probably do because your kid is a little bit older. Do you know about this concept? They've totally divorced the idea of preppy from the actual definition of preppy.

[Jen Brill]

No.

[Lauren Sherman]

So if, if you just Google like prep, what does preppy mean to Gen Z? Essentially what comes up is nothing about preppy culture or anything connected to Ivy League or anything connected to like East Coast.

[Jen Brill]

The Kennedy is.

[Lauren Sherman]

No, it's, it's like, I don't even. It's like what is it? Love shack Fancy is preppy.

[Jen Brill]

Wow.

[Lauren Sherman]

And like pink and pretty and nice. Stanley Cups, like, it's very fascinating.

[Jen Brill]

I know about the Stanley cups because I see them everywhere. Everywhere. But that's interesting that they, they've connected those items to prepping.

[Lauren Sherman]

Yeah. So we'll see. Look, the thing about authentic brands group is what else is going to happen to all these brands? They're just going to die. So you have to respect that they are doing something with them. I think people are. I talk to a lot of people in retail or big shoppers who really miss the experience of somewhere like Barney's and that I think there could be something new. But it requires A, a ton of money. B, it requires someone. The thing that I always come back to is like when 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. And that's it. So you have to build a store knowing that most of the people are just going to come in and look and maybe buy something similar.

[Jen Brill]

Right. Essentially a showroom.

[Lauren Sherman]

Yeah.

[Jen Brill]

At this point.

[Lauren Sherman]

Yeah. So that part of it's tricky. But at the same time. Have you been to New York since prom Temps opened?

[Jen Brill]

I haven't been to the shop now. What is it like?

[Lauren Sherman]

Well, it's interesting because it's to me. We'll see. I have no idea what, how they're doing retail wise. It's very much about the F and B. The food and beverage and the interiors are insane. They're incredible. I think it's a destination to me. It's not, it's not what we want from a store, which is a million different things in A million different brands and to try a denim bar or whatever. It's not that it's like you go in, it's right by our offices. I'm sure I'll buy beauty products there in the next two weeks because I'll need something and it's right there. But mostly I'd say it's for the experience. And you go and you buy one thing as a souvenir or something. But I think what it's done is ignited people to want that kind of retail. And also the makeup of the city has changed. A lot of people are moving back up to the Upper east side and there's not really, I guess Bergdorf is up there, but that's not that far up. There isn't really anything up in that shopping area that's multi brand. Like there used to be. There used to be five story. I don't. That might still exist, but I'm not sure. But you know, there used to be more. There was Barney's, obviously. And there are also a lot of people living downtown or living in Brooklyn and want to come into the city, but maybe don't want to go all the way uptown. It's like three different cities in one. So I think there's an appetite for more. Like I told one of my readers to go to Luisa Villaroma when she was there the last time and she bought a ton of stuff. But there's not. There's. I feel it. I don't know, I definitely feel it in la. I wish there was more. More shopping. Yeah.

[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?

[Lauren Sherman]

I think the desire exists in people's minds. Question is, are we gonna go to Beverly Hills to go shopping?

[Jen Brill]

No, we go to the Row, we go to Scout, we go to Varsity, we go to Dover street.

[Lauren Sherman]

And that's it.

[Jen Brill]

And that's it. And that's like really pushing it.

[Lauren Sherman]

Yeah. And the Row is the furthest west, right?

[Jen Brill]

Yes.

[Lauren Sherman]

So. So that's the. I remember years ago saying this to someone at Saks. They used to have a little shop in Pasadena. And I said, oh, you should do that. You should have that. I would go all the time. And they were like, no one goes. Everybody goes to Beverly Hills or they're private clients and they get everything sent to their house. I think that's a big thing in la. A friend of mine just asked about menswear shops in la and I was like, here are the seven things. But. But that's the intention is to go, but I do think it's more like an event where Dover street is a thing where I feel like I need to go. When we were in Tokyo, I felt, even though I've just been in London and Paris and we live not far from the one in la, I felt like I needed to go just to see what they were doing at that one.

[Jen Brill]

It's such a beautiful experience. It's so considered. The buy is so tight, like it's a really nice experience, I think from city to city. And they all have their own identities.

[Lauren Sherman]

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[Lauren Sherman]

So with Homegirls, how did you all decide to open a store?

[Jen Brill]

I think it's a lot. It's been a long time coming.

[Lauren Sherman]

So you came on with Tycoon at the second issue, right?

[Jen Brill]

The second or third issue, maybe? I came on on the third issue, yeah. And I ran into Tycoon. He was getting a haircut, so was my husband. And I hadn't seen him in years. We hadn't known each other very well. And we had a coffee and he was like, guess what? I'm doing this magazine called Homegirls. And I had seen it and was so surprised that it was his passion project. And we just got along so well and talked more than we ever had. And he was like, do you wanna work on it with me? And I had to think about it because I'd never done a magazine and I'm quite private. So I was really nervous about doing this thing that everyone would know I was doing. And I spoke to Carol Lim and she was like, you're doing it. You're saying yes. You're a yes guy. And it has 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. You know, a celebration of women, of human. Of people and amazing stories and people from all different walks of life. I feel really lucky. It's been so fun.

[Lauren Sherman]

Yeah. The thing you just said about meeting someone and not even know. Knowing what their work looks like and just going with it. You can't. That's. That's what makes a magazine good. That sort of exciting energy.

[Jen Brill]

It's just like energy.

[Lauren Sherman]

Yeah. I was just listening to. Do you ever listen to the Ruthie Rogers, the River Cafe owners? It's really good. Yes. And the audio's not great, but you know, we all win some and lose some. It's usually fine. She has great people on. She has a lot of directors on those types. But she had on the founders of Freeze who were amazing. Maybe it was just the woman because it's. Yeah, I think it may have just been the woman who's the co founder of Freeze. But they were talking about Free started as a magazine and in the early 90s in London as that art scene was exploding and there was no magazine and they just sort of. People just did stuff and that sort of creative, off the cuff, just wanting to have fun with it, I feel like doesn't exist as much as it should and is one of the reasons you all have been so successful with it.

[Jen Brill]

Thank you. It's a lot of fun. I mean, of course it's a balance and there's advertisers and partners and there's, you know, that side of the business, but it's also a joy. But I really, really appreciate the freedom and that's kind of how we try to approach or collaborations with photographers and stylists and cover stars is like there's. There's freedom. Like what we're all here. What are we going to do together?

[Lauren Sherman]

So this recent volume that was just released a couple weeks ago, what was the sort of big idea behind it for you all?

[Jen Brill]

I think we're kind of like in a lot of ways, like human first. And I personally get really excited about people's stories. I get excited about people full stop. And of course we love Nepo babies, of course we love pop stars, but we also love the underdog. So I think it's like striking the right balance of the underdog, the curveball and then maybe the expected. We were fortunate enough to shoot Jenny from Blackpink, who of course has a really exciting solo career and we've been wanting to shoot her for years. Now and the timing really worked out on this and we were excited about her self expression as a solo artist, you know, post euphoria, post blackpink. And I really respect her grind and her work ethic. This is someone who hasn't been handed anything. We were done shooting at I would say like 7 or 8pm and she went to rehearse after a day of being in the studio. You know, we also shot Ronelle Medrano who is a New York based artist and she had this idea to shoot a self portrait story. She's a born and bred New Yorker, she's from the Bronx, she's Dominican and I've just really admired her work and world that she's carved out.

[Lauren Sherman]

Yeah, it seems like you all, I don't know, it just feels, it was really fun. When I was in Tokyo, I went to Daikanyama tea site, the big bookstore that everybody says go to the tea site, go to tea site. And it really lives up to it. But you all had like a corner space on the international magazine desk. It was amazing. And there were all these girls sitting. It felt really like young girls being into something. And it's hard to capture that sort of essence in an era when everything is so fleeting.

[Jen Brill]

Totally, totally. I think like, you know, community is a term that's so overused. But like that's essentially what a magazine is. You know, people behind the camera, all the talent in front of the camera. Yeah. And we have like ravenous kids who love the magazine which is so fun to see.

[Lauren Sherman]

And now they have a place to, to hang out. Come to life. Yeah. So tell me a little bit about the store. And so for everyone listening, Tikkum Panichkal, who's the creative, who is the editor in chief of Homegirls, is doing a Q and A with our retail correspondent Sarah Shapiro in Tuesday's issue. So you should check that out because he's going to get into Tikkun's. Really interesting because he started as a fashion editor. He, he was actually on the podcast like I don't know, probably a year ago. But he started as a fashion editor and then was a fashion designer for many years and then launched this magazine and launched a brand out of the magazine which is fascinating and that has done really well, is sold at wholesale, sold direct on your All's website. But now you opened a store on Walker street, like sort of Tribeca Chinatown I would say.

[Jen Brill]

Yeah, it's a beautiful little jewel box. I think it's 250 square feet on Walker street in the heart of Chinatown, Raphael Jacardenas and his amazing team did the design. We've been laughing and saying that it's so nice to work with 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. It's just a really beautiful shopping experience.

[Lauren Sherman]

It's awesome.

[Jen Brill]

But Tycoon has been inspired by a dry cleaner for a while and has always had this idea of having a retail shop with this idea of, like, maybe you walk by and you think it's an actual dry cleaner or if, you know, you know.

[Lauren Sherman]

Yeah.

[Jen Brill]

So there's some fun surprises there. But you'll be able to find Homegirls shirting the full collection boxer shorts. The magazine. We also imagine that it's quite modular and we can bring in brand partners and do some fun things there that aren't necessarily related to the collection.

[Lauren Sherman]

Yeah. It's interesting because the thing that I think Homegirls has done really well is the brand partnership. Obviously, I was watching because of Tycoon, but that Chanel issue, really sort of anytime.

[Jen Brill]

Thank you.

[Lauren Sherman]

Someone can make an advertisement better than most of the original stuff that's out there. I'm interested because we're all doing this in the service of commerce, so it's sort of acknowledging the reality and then actually having fun with it. And so as someone who worked mostly with brands before doing this, you said you never did a magazine. Is it any different from the projects you do with big brands or.

[Jen Brill]

Absolutely. I think 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. They should just execute it on their own. So there's a lot of trust. And we're really lucky to work with amazing advertisers and partners that really want it to look like us. And I also. I personally love tension and rules and being able to kind of like, break the rules with it, you know, so it's, like, nice to have all the different levels from the conversation with a stranger who I'm like, I'm sure they take great photos. They're so fun to talk to or like, they have great ideas to, you know, satisfying our advertisers to a brand partnership to a Brill Braille studio advertising job, you know, so there's quite a nice gradient in my day to day.

[Lauren Sherman]

Yeah. The good thing about media, and even when you're biannual or quarterly or whatever you know, is that there's. It doesn't have to be perfect. There's always another chance.

[Jen Brill]

Yes. And I think that that's actually what resonates with readers. And it's like it's energy. Right? It's. And sometimes you. Sometimes you nail it and sometimes you don't. I really respect mistakes in general. I respect people trying new things. I. It scares me when someone has like a pristine portfolio of like perfect work. Like you need to try something new and sometimes when you do, you screw it up. And I really respect those mistakes. And with jobs and advertising, it's so dialed.

[Lauren Sherman]

Yeah. Well, I hope they're inspired by what you all are doing.

[Bill Cohan]

This episode is brought to you by Peloton. Everyone has a reason to change. Growing old, heartbreak, a fresh start. Whatever it may be, Peloton is here to get you through life's biggest moments with workouts you can do on your time and motivation that keeps you coming back. Peloton's tread and All Access membership help you track progress in classes from runs to Pilates, making you stronger and your fitness goals a reality. Find your push. Find your power.

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[Lauren Sherman]

The final topic for today. There have unfortunately has been no breaking news during our call but is this I wanted to chat with you about? I'd love to always put a little something a little lighter in. 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.

[Jen Brill]

You know what I don't know. The Hadids. I love them and adore them from afar. Gigi looked great in lever jeans and a tank.

[Lauren Sherman]

Like a corseted bodice, I believe. By Kate I got.

[Jen Brill]

Wasn't corseted, was it?

[Lauren Sherman]

It was a little. It was like a bodysuit.

[Jen Brill]

Maybe there was like some hidden.

[Lauren Sherman]

Yes, yes. It was like a little bit of or seeming that looked like corseting.

[Jen Brill]

Who made the leather pant?

[Lauren Sherman]

I believe it's both. Kate. Let me look at the press release.

[Jen Brill]

Shout out To Kate Holstein.

[Lauren Sherman]

Yeah. Seriously. I thought she looked so good.

[Jen Brill]

Yeah, she's beautiful.

[Lauren Sherman]

Her. Her looks, I'm not always super into. It's. It always feels like a little bit. Although I love her line guest in residence. I think it's really good. But her. Her personal style is like, a little forced to me typically. But this. This Gigi look, I just thought she looked absolutely dynamite. And if you were turning 30, this is what, like, not you. But if. If someone's turning 30, this is what they should wear to their 30th birthday.

[Jen Brill]

You know, I have a thing about maybe because I'm short. The scale of evening bags are crucial to me. And I've never been a big evening bag. Kind of human. And the bag seemed really big for an evening purse. What do you think was in it? And do you have that same feeling because you're also a petite woman?

[Lauren Sherman]

Oh, I'm not petite, Jen. I'm five eight.

[Jen Brill]

Oh, my gosh.

[Lauren Sherman]

I'm large.

[Jen Brill]

She's tall.

[Lauren Sherman]

I just kind of hunch a little. Right. I think because I probably when I was younger, not as comfortable with being tall.

[Jen Brill]

Well, how do you feel then as a woman? That's five eight. About an oversized evening bag.

[Lauren Sherman]

So let me look up the actual size of the one she was wearing. I do carry a fairly. So my big thing now is I don't all bags feel too big, and the little bags feel silly. And so I. 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. I was actually thinking about this for. I'm going to New York for this trip and I'll have to go to a lot of stuff. And I did bring. I have like an Isaac Raina really simple black patent envelope bag that is. It's. But it's fairly large. I will say I don't mind. And I don't. It's. But it's flat. So you. It's not like you put a lot of stuff in it. It's just that the stuff needs to be distributed differently. I would say she's quite tall. Right?

[Jen Brill]

Yeah. Okay. So that's something. So maybe it's just like my own personal thing. I'm like, it's a clutch.

[Lauren Sherman]

This is quite large. It feels. Oh, you know what I think this bag is, Kate, which is actually. I've seen. It's funny. Is it Kate? Let's see. Don't quote me on any of This, I don't know, but I think I understand what you mean. It does feel like. If I were her. Why does she need a bag? This is the question. Like, maybe that's the chocolates. Yeah, maybe. What kind of bag do you carry when you go out?

[Jen Brill]

I don't know. I mean, it's a. I'm always. There's like a little. Do you remember Pookie Burch's brow trademark?

[Lauren Sherman]

Yes. Yeah.

[Jen Brill]

So there is a trademark black leather basket that I still wear. There's a marked cross basket that I've also been wearing. I love Chanel bags. I live in Chanel bags to a point. That's like, almost embarrassing. Those. That's kind of like what's on rotation. I did see Bella and her best friend Alana, who's a photographer, and she's holding a Vacara Marc Jacobs purse. Or she was wearing one last night or whenever. Birthday party was the one with the bill with Mark's face on it.

[Lauren Sherman]

Oh, yeah.

[Jen Brill]

Which I thought was quite cute. That's. And I love that those girls were wearing capris.

[Lauren Sherman]

They look amazing.

[Jen Brill]

They look really, really, really, really cute.

[Lauren Sherman]

They look so. Everyone looked great going into this. This event. I would say the. The influencer who walked in with Will Arnett, but apparently not with Will Arnett just next to him. Her look was a little more aggressive than everyone else's, a little less polished, but everybody really did it.

[Jen Brill]

There's a lot of black.

[Lauren Sherman]

A lot of black.

[Jen Brill]

A lot of black. Shout out to Alistair, who was there in his signature black hat.

[Lauren Sherman]

Alistair McKim for creative director at something at French Vogue and does a bunch of other cool, great work. Former editor in chief of id. He was there with, like, his crew, his girlfriend, Mario Sorrenti, Mary Frey.

[Jen Brill]

Mary looked great. She always looks great. She's ageless.

[Lauren Sherman]

She looked great.

[Jen Brill]

He's wearing, like, denim and a T shirt. Something like that always looks perfect.

[Lauren Sherman]

She looked very good. Anne Hathaway and her husband looked fine.

[Jen Brill]

She's looking. Her face is looking great these days. Her face looks so Good. The Internet TikTok is chatting.

[Lauren Sherman]

It's. It is remarkable. She looks better than she's ever looked.

[Jen Brill]

Correct.

[Lauren Sherman]

It's. It's. And her husband looked very happy to be accompanying her to this party. I wonder how her and Gigi Hadid are friends.

[Jen Brill]

I also heard that Taylor Swift was there, but I haven't seen any photos.

[Lauren Sherman]

That is what I need to see. Anytime I don't get a look at her and Travis Kelsey for, you know, more than a month. I Get sad. It's very inspiring to me. But they looked good. I mean, do you feel like people were that polished when we were 30? I don't know.

[Jen Brill]

That's a really good question. 30. Were we still having fun with fashion or were we polished? I don't know. I don't think I've ever been polished. Do you have moments of polish? I feel like I always look a little tattered and messy, and I think I look polished.

[Lauren Sherman]

And then I go somewhere and I'm like, oh, it's not ever gonna happen. Like, I have lunch.

[Jen Brill]

Yeah, tell me.

[Lauren Sherman]

Yeah, I had lunch a couple of weeks ago with someone, and she had on this amazing. She had, like, jean shorts and a Miu Miu shirt, I think, and then Miu Miu shoes and a Louis Vuitton bag. But she looked really cool. Like, it was tons of designer, but she looked awesome. And I got up and I just was like, I don't.

[Jen Brill]

What were you wearing?

[Lauren Sherman]

I was wearing jeans and did I wear little pumps maybe and a T shirt and a blazer, which is, like, my thing in la, but it just didn't look. She looked, like, very perfect for Friday lunch in la. And I looked, like, a little rumpled and sort of.

[Jen Brill]

Listen, we're Eastside girls.

[Lauren Sherman]

It's true.

[Jen Brill]

It's just dustier. It's drier, it's hotter. We're in Levi's and a vintage T shirt and we're dressed up.

[Lauren Sherman]

Yeah.

[Jen Brill]

A ballet slipper is very, very decked out for me these days.

[Lauren Sherman]

Yeah, I've been thinking about getting some new Martiniano ones, actually.

[Jen Brill]

Cute. I just got really good silver and black Chanel ballets from the shop last week.

[Lauren Sherman]

You have the best Chanel shoes.

[Jen Brill]

Hey. I mean, you can easily go to the store. Maybe we can go together and go shopping.

[Lauren Sherman]

Let's do it. Let's. Maybe we can do that on. Before we go.

[Jen Brill]

Before we go to our Tori dinner.

[Lauren Sherman]

Yes. We'll go to Tori, Then we'll go to Tori, we'll go to Chanel, then we'll go to Tori, and then we'll go to Tori dinner.

[Jen Brill]

Maybe we can spend the night on the west side. So then we can. Or we can just go to dinner, spend the night on the west side, and then go to Chanel when it opens.

[Lauren Sherman]

I love it. Let's do it. Girls weekend. But a Monday night. Jen, thank you for being on Fashion People. This was so fun.

[Jen Brill]

What an honor. Thank you so much for having me, Lauren.

[Lauren Sherman]

And congrats on everything. I'm so excited to check out the store.

[Jen Brill]

Me too. Text me the second you leave.

[Lauren Sherman]

I will. Fashion People is a presentation of Odyssey in partnership with Puck. This Shoe this show was produced and edited by Molly Nugent. Special thanks to our executive producers, Puck Co Founder John Kelly, Executive Editor Ben Landy and Director of Editorial Operations Gabby Grossman. An additional thanks to the team at Odyssey, JD Crowley, Jenna Weiss Berman and Bob Tabador.

[Tommy Morrissey]

Starting your own business can be intimidating. Suddenly you're wearing all the hats. Designer marketer, Customer support, Shipping expert It's a lot. That's where Shopify comes in. Shopify is the global commerce platform powering millions of businesses around the world and 10% of all e commerce in the US Shopify has your back. With hundreds of ready to use templates, you can launch a beautiful professional online store that looks and feels like you need content. Shopify's AI tools can help you write product descriptions, headlines, even enhance your product photos. Want to grow your reach easily? Create email and social media campaigns to meet your audience wherever they're scrolling. And with Shopify's world class support, you'll have expert help for everything. Turn your big business idea into With Shopify on your side, sign up for your $1 per month trial and start selling [e-mail] Odyssey podcast. Go to shopify.com Odyssey podcast shopify.com Odysseypodcast.