The Piperlime store was packed during Fashion Week with trendsetters who came out to see what's new for fall.
"We've changed the displays, we've changed everything from the racks to the carpets to every— everything, so it feels like a very big, open loft space right now; really elevated, really beautiful. It fits in with the Soho neighborhood that we're in," says Piperlime's director of design and trends, Jamie Lewin.
The Wooster Street store is not the only part of the Piperlime brand getting a makeover. Lewin says the women's apparel and accessories company, which is part of GAP Inc., is also unveiling a new feature for online shoppers.
"We have something called 'shopping the social feeds of the girl who always gets it right.' We integrate all the Instagram and blogs and all the social feeds that people get their inspiration from right now, and we're allowing you to shop from that. People are switching from magazines to more bloggers, online editorial, and we're showing you those looks, how you can style it and how you can buy those pieces right away," says Lewin.
In addition to relaunching its website and showcasing different designers, Piplerlime is also rolling out a collection of its own.
"Everything is below $200, and we're incorporating fall's biggest trends. Statement outwear piece, black and white graphic prints, dark florals, so anything you'd expect from any contemporary brand, we're offering at Piperlime," says Lewin.
Piperlime's guest editor Olivia Palermo says the collection has something for everyone.
"Leather pieces are definitely in. They've done some great jackets. It's very youthful. You can transition from day to night," says Palermo.
And this fall, Palermo says there's one piece every woman must have in her closet: "A great fall coat."