Is imitation really the sincerest form of flattery? Wearing the same thing as someone else or shopping in a run-of-the-mill boutique is one of the frowned upon faux pas in the fashion world. So owner Rosie Dulyapaibul took a different approach when opening Rosyln, not only with her merchandise, but also with how she presented it.
The 1240-square-foot shop in the Windy City’s Bucktown neighborhood offers trendy wares you won’t find just anywhere. And in only four sizes per style, that accidental run-in with someone wearing the same scoop-neck cinched Frenzii dress is a thing of the past.
Dulyapaibul’s previous work as a buyer for Abercrombie & Fitch and J. Crew has given her a knack for finding exclusive under-the-radar clothing designers from places like New York, Los Angeles, Chicago and Europe. And for her first retail space, she wanted an environment that would showcase those emerging designers and generate a personalized shopping experience for every customer. With a bit of inspiration from the Metropolitan Museum of Art, Dulyapaibul fashioned a gallery-style layout with personal touches and an unpredictable use of fixtures.
The floorplan is open and airy with an exposed brick wall as a backdrop for galvanized clothing racks. Spotlights accent the brick and draw attention to the hanging dresses and blouses.
Bucktown’s industrial history is evident in the fixturing used to display even the most delicate accessories. Distressed chairs, rusted lockers, old desks and a chain-link fence highlight the exclusive merchandise. Props like antique photo frames, open barrels and black and white pictures rest on dark hardwood floors and add a rustic and original charm to the space.
Personal touches such as handwritten price tags, receipts, framed designer bios and fresh flowers give that feeling of individuality Dulyapaibul was seeking for her store. And for boyfriends sent scowling to sofas holding purses while their girlfriends gape in dressing rooms, there’s a “boyfriend rack” full of the latest duds any dude would love.