Fashion: South Moon Under Opens in Georgetown

by Catherine Trifiletti

The stylish women’s boutique will host a grand opening event for shoppers on Saturday March 3.

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Photo by Dan Swartz.

Diehard fans of the trendy clothing retailer no longer have to drive to Maryland or Virginia to get their fashion fix. South Moon Under’s 29th location and first in Washington opened to the public today. Since it was founded in 1968, the brand has evolved from a small surf shack in Ocean City to a multi-location fashion boutique, e-commerce giant and household name. Its cult following is fueled by a solid variety of trend-driven merchandise and fair pricing.

Media, influencers and friends were invited to preview the Georgetown location ahead of its Thursday opening, enjoying margaritas and Mexican fare courtesy of Spike Mendelsohn‘s Capitol Hill taco spot Santa Rosa Taqueria. Among many notable fashionistas was Fox News Channel’s Chris Wallace, South Moon’s CEO Michael Smith, the brand’s Chief Creative Officer Patricia Darrow Smith and founder Frank Gunion. 

Spike Mendelsohn and Chris Wallace (Photo by Dan Swartz)

Patricia Darrow Smith, Creative Chief Officer of South Moon Under; Frank Gunion, founder of South Moon Under; Michael Smith, CEO of South Moon Under (Photo by Dan Swartz)

Smith and and his wife Darrow Smith founded White House Black Market in 1985, later selling it to Chico’s in 2003. They bought a stake of South Moon in 2016 recognizing the brand’s growth potential.

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“Whether you are a lifelong customer, or discovering us for the first time” Smith has explained, “the South Moon Under experience of great products and impeccable service is sure to stay with you.”

Shoppers are invited to South Moon’s grand opening on Saturday March 3, where they can enjoy music from a live DJ, 15% discount off swimwear and coverups and complimentary drinks courtesy of South Block Juice Co. Gift cards of unknown values will be handed out to the first 25 customers (up to 0).

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South Moon Under is officially open to the public today. The Grand Opening Event will be held on Saturday, March 3 from 10 AM – 2PM.

South Moon Under | 1065 Wisconsin Avenue NW, Washington D.C., 20007

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