ALANUI will be taking over Los Angeles’ shopping mecca Maxfield with two special windows and pop-up shop corners at both the Melrose Avenue and the Malibu locations this summer.
Inspired by California’s nature, the windows and corners imagined by ALANUI for Maxfield, are a natural translation of the passion the two siblings and co-founders of the ready to wear brand have for the Golden State. A cashmere bouclè and a fringed jacquard cashmere cardigan, in the brand’s signature folk motifs, will be featured in the windows surrounded by custom made cashmere blankets, realized exclusively for the installation.
In a State where wilderness and concrete coexist, ALANUI has recreated this fragile and precious balance, by bringing to the stores typical California greens, such as pampas, dried poppies and desert plants.
The harshness of the Mojave desert and the magic of Joshua Tree contrast with the vivid colors of the ALANUI cardigans and blankets.
“What I love most of California and especially LA is its nature, colors and the special light this city has. Los Angeles holds a special place in my heart. This is where ALANUI was conceived, it is a city that still inspires my work and gives me new ideas and a continuous excitement. I am proud to see some of our most exquisite creations from the ALANUI Fall/Winter 19-20 collection in this amazing space that is Maxfield” says Carlotta Oddi, Creative Director of ALANUI
“Los Angeles is one of my favorite cities in the world and I try to be here as much as I can. It is an honor for me to have ALANUI featured in one of most iconic locations of the West Coast with such a great set-up. This is the perfect combination between the ALANUI world and one of the greatest shopping selections in the state. Thank you Maxfield!” says Nicolò Oddi, CEO of ALANUI.
ALANUI’s journey at Maxfield will begin on July 31st until August 31st, at the Malibu location, and from July 31st until August 20th at the Melrose avenue location.