Madewell San Francisco Interview With Gigi Guerra
Madewell's Gigi Guerra Loves Layering, Boots in July, and More SF Style
Madewell and San Francisco might be a match made in heaven. Our FabSugar editors got an early look at the just-opened store in San Francisco's Westfield Centre — complete with a marvelous Golden Gate Bridge prop — and talked to Madewell marketing director Gigi Guerra (pictured) about San Francisco style and why it melds so perfectly with Madewell's vision.
Before making your way to the opening party tomorrow night, check out what Guerra had to say about Madewell's latest location when you .
FabSugar: How does the SF store differ from New York?
Gigi Guerra: We always really tap into things that are happening locally in the stores. There are so many cool things, like designers, labels, and boutiques, happening here that we wanted to give a nod to that and bring in pieces that we love from all the local vendors that we love. We have everything from Comstock General Store, Center Divide, stuff that has a very San Francisco feel.
I feel like San Francisco is so aesthetically aligned with who Madewell is that it's kind of nice to be able to bring that in. Madewell's dressing style, it's like layering with a t-shirt and jeans, maybe a pair of boots, it's really like one season, and we just kind of mix and match to figure out like what's going on weather-wise.
FS: Along those lines, could you walk us through some of your picks for the San Francisco girl?
GG: What you see in here is tailored to the market here. You're going to see boots here right now in July, which you wouldn't necessarily see in New York, and we love that!
And all of our scarfs: you're going to see a lot of San Franciscans wearing these, and it's cool because they are lightweight so they are good for Summer; they aren't super heavy, but it's nice because they give you that little extra layer. We're all about color, but a lot of times it's a little muted, it's not like super-bright, intense color. Another big thing is the Archive Boot, and we do it every season and all the time. It's a really great flat boot, made in Italy.
We're kind of very vintage-y; you can probably tell by looking at the store because everything kind of has that feel. This is our bracelet bar. Some of our vendors are from Africa, Cambodia, they are kind of from all over the world and we then organize them by color, kind of like candy, we wrap them and layer them. And the price point is super good: some of them are like $3 up to like $25.
Summer scarves, July boots, and a hint of hippie — sounds like the perfect SF style solution to me. What do you most want to check out at Madewell?