ABOVE: Devi Kroell (RIGHT) and her new Madison Avenue flagship
“That was very courageous on my part,” agrees Devi Kroell when commenting on the fact that 2009 was rather a brave moment to expand her label from accessories into ready-to-wear. “But when is it ideal for people to discover who you are? So I thought, Let’s do it now and think about it positively.”
Indeed, the Swiss-born designer’s new Madison Avenue flagship highlights the easy translation between her highly touchable accessories and her sculptural, sophisticated ready-to-wear.
Not unlike her classic python boot, hobo bag or intricately folded leather clutch, Kroell’s clothing design starts with fabrications; she currently favors a washed duchesse silk. She calls the sumptuous fabric “difficult to tame,” yet she clearly enjoys the surprises it offers, using it for everything from a simple scarf that falls in an undulating wave from the neck to a shapely sheath that’s been sparingly adorned with origami-like rosettes.
Accessories garner the lion’s share of attention on the boutique’s first floor, where highlights include the aforementioned boot as well as a 1920s-inspired “bottle bag” (favored by such celebs as the Olsen twins) and a python square bag, a piece exclusive to the 2,800-square-foot flagship.
Yet as she surveys this gleaming new Madison Avenue showcase, it’s clear that Kroell is ever eager for the horizons ahead. “Whether it’s fabric research or design, I love to keep pushing to the next level,” she says. “ I believe we’re returning to a time of great design and essentials, so I see only opportunities.” 717 Madison Ave., 212-644-4499
