Fashionable Life: DC is Mad for Madewell

by Editorial

Madewell’s Gigi Guerra offers holiday style advice and shares why Georgetown has become the store’s latest location.
By Kristen Thorne

Robin Edlow and Gigi Guerra from Madwell marketing. Image courtesy of Nicole Aguirre.

Robin Edlow and Gigi Guerra from Madewell marketing. Image courtesy of Nicole Aguirre.

Stylish young women flocked to Georgetown on November 18th for the opening of the brand new Madewell location on Wisconsin Avenue. Guests explored the spacious two levels of vintage inspired designs while sipping St. Germain cocktails and listening to DJ tunes by the BROADS. Also in attendance were members of the NYC-and-Paris- based art knitting collective Wool and the Gang to offer one-on-one demonstrations. Before heading out, guests snapped photos in the vintage black-and-white photo booth while adorned in Madewell’s wide range of statement fashion accessories.

Washington Life Magazine sat down with Madewell Marketing Director, former editor of Lucky Magazine, Gigi Guerra to get the dish on the brand’s highly anticipated arrival into the district:

Washington Life: Why has Madewell chosen Georgetown as its latest location?

Gigi Guerra: Georgetown is such a vibrant, round-the-clock neighborhood with a deep sense of culture – it feels like the center of it all.

Image courtesy of Lindsey O'Neill.

Image courtesy of Lindsey O'Neill.

WL: How is the visual design of the store customized to fit the Washington, DC region?

GG: We wanted to make sure the store reflected both Georgetown’s rich sense of history while also celebrating our own heritage. Madewell was founded as a workwear and denim label in back in 1937, so we looked to local sources for antique finds from the area that we repurposed as fixturing and decor — including an old train station clock, industrial tables, and giant gears from a defunct factory in northern Virginia.

WL: Who is the Madewell woman and which items is she picking up this season?

GG: She has an undone-cool, totally down-to-earth sense of style that’s truly individual — jeans, a slouchy sweater and boots one day; a pretty dress with a boyish cardigan and oxfords the next. This season, she’s loving looks that can take her from work or school straight out for the night.

WL: Our reader loves to hit the town and attend the most exclusive events – what is your favorite “party look” this holiday season?

GG: For mellow cocktail parties, I love super-dark flared jeans, like our Vintage Rocker, with a floaty party top, slouchy oversized cardigan, and huge sparkly earrings. For serious soirees, try a low-key yet luxe dress like our beaded-strap Bohéme dress which is going to be in heavy rotation in my party wardrobe this season. Top off the look by pairing with a pair of black high-heel boots and a bold cuff bracelet.

Madwell Photo Booth. Image courtesy of Lindsey O'Neill.

Madewell Photo Booth. Image courtesy of Lindsey O'Neill.

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