Photo Credit: Shopconfederacy.com
When you think of the next ’it spot’ for fashion, SilverLake California probably isn’t the first place that comes to mind. Sure it has its fair share of urban LA culture, and a handful of amazing artists residing there, but up until what will soon be 3 years ago, there was a vacancy of fashion on the east side. One that not just anybody could fill.
Confederacy Store Front. credit: Styleseendaily.com
That is where Celebrity Stylist, Llaria Urbinati and her partner Danny Masterson came in and decided it was time for this side of town to come alive in the wold of fashion. Confederacy (named after the book ‘Confederacy of Dunces’), a 5,000 square foot space, which originally included womens’ and mens’ ready-to-wear departments, accessories, a wide array of books, and a complete gallery space, became the brainchild of them both, and soon found critical success from its peers.
We sat down with Ilaria to discuss the birth of Confederacy; “Originally Danny and I got together and wanted to be on the ‘east side’, because we wanted something to fill the void that was over there” Illaria said, “we were originally going to do a small store, since I was a buyer for Los Angeles boutique ‘Satin’ at the time, but since it was such a big demand, we found this 5000 sq ft space that would become a ‘one stop shop’ for art shows, book, and clothes.”
The space designed by Ben Shulman and Mariah O’brien Interiors was inspired by everything classic americana. With 16-foot ceilings, refurbished brick walls, center courtyard and vintage wooden fixtures, its provides a place for people to come and just ‘hang out’. “Since I’m European, I have always had a fascination with Classic Americana aesthetics, ‘old timey’, industrial even, very New York” Ilaria says, when asked where her vision for the space came from. With similar vibes and ambiance of stores in Nashville, and other urban cities, a lot of the focus is on all American comfort, the store has a 16ft leather couch centered in the ‘Shoe living room’, the invitation is clearly one to come and soak it all in.
Shoe Living Room
The Attention to detail and customer service also seperates Confederacy from other shopping establishments. With its roots in styling, the understanding that complete service extends beyond finding the correct size, and a ringing up a sale is evident. The old school customer service provided includes one-on-one consulting, ‘The Tea Room’ for private fittings, free valet parking, and a long list of details that normally go unnoticed, right down to every last ribbon on the final packaging. A row of vintage phone booths that double as dressing rooms have functional phone dials that connect you with the front desk, so customers can ask for a different size without having to leave their space.
At the turn of the year, Confederacy became exclusively a mens store. “The space evolved because it became such a strong focal point. It organically began to become a guys guy place to come and get ‘decked out’” Ilaria says. Styling some of hollywoods biggest leading men like Bradley Cooper, Chris Pine, and Chris Evans its no doubt that guys flock the store to get their hands on the amazing selection of lines carried. Among them, Simon Spurr, J Lindenberg, Band of Outsiders, and vintage Kelly Cole. Also exclusive to Confederacy is Albert Hammen Jr, which Ilaria Co-designs. ”LA doesnt really have too many cool men’s stores, this makes it a little more fun”
Fun is an understatement when it comes to Conderacy, hosting some of LA’s most talked about events; including art shows and fashion parties. “We’re different from your typical LA fashion party, ours aren’t snobby, its just a bunch of good looking, well dressed people who get drunk and have a really good time.” Showcasing current brands and top clients is a great asset to the entire establishment, it creates an aura of comfort and luxury all at once, while reflecting the passion that both Ilaria and Danny put into their work.
“Three years in October… It feels like I’ve been here for ever!” Illaria says, but in fact, it has only been three short years, and so much has happened and has been accomplished, that the future of Confederacy isn’t looking anywhere but up. “A lot of talk and thought has been given into a menswear line, but only with time, we’re excited for more collaborations with designers, and more in store shops.”
With the converting of Confederacy into an all mens store, the opportunity to team up with designer Rebecca Minkoff, for an in-store shop presented itself, what once was the womenswear section in the front of store has been transformed into a great space for the Minkoff collection to be showcased and sold.
Rebecca Minkoff store front
“We also haven’t given up on the idea of an in-store cafe!” Ilaria joked, “the only thing that we dont serve yet is food. With every other venture that the store has going on, I don’t doubt that eventually that too will become reality, nothing would complete the amazing ‘Confederacy Package’ like a small nonfat vanilla latté and a biscotti. We try to make it have a little more of an intellectual vibe, LA is so vapid most of the time, its always JUST about fashion. The idea of the store is that there is more to it you know? something a little more layered.”
Visit ShopConfederacy, RebeccaMinkoff and follow the store on twitter @Confederacybtq.
