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Rebecca Minkoff Opens L.A. Flagship

Inside Rebecca Minkoff Melrose

Angelenos have two reasons to celebrate. One: Rebecca Minkoff’s long-awaited flagship shop is finally open, and two: that eyesore of an Ed Hardy storefront on Melrose is finally gone. And naturally, L.A. ladies (and guys) have plenty to brag about: the 4,600-square-foot space is the biggest to date from Minkoff and offers the tech and trend-driven accessories that she has been come to be known for.

Located at 8335 Melrose Avenue (good riddance Ed, really, we can’t say that enough), the Rebecca Minkoff flagship isn’t just the designer’s first L.A. shop €” not counting the pop-up in the former Confederacy spot €” it’s also the retail debut of Uri Minkoff, the brand formerly known as Ben Minkoff. The men’s side of Minkoff gets its very own dedicated 300 square feet and a separate entrance on Melrose Ave, where guys can pop in to pick up leather goods, shoes, small accessories and more without having to step foot in the glossy, high-tech world of Minkoff mania. Instead, they’ll be surrounded by vintage inspired furniture, raw wood displays and a unique midcentury chandelier.

Inside Uri Minkoff

Inside the main entrance to the boutique, shoppers can order up beverages via touchscreen, and login to their Minkoff accounts to have items brought to dressing rooms.

If you’ve been to Minkoff’s San Francisco or New York boutiques, you’ll know the deal: each room is outfitted with RFID scanners, customizable lighting and more, so you can try on different pieces, request different sizes and adjust the lighting to suit your mood (or where you plan on wearing your new ensemble). And another bonus? You can buy right from your dressing room, skipping out on a cash register entirely. If you’re just browsing, the staff is more than happy to set up a room with your picks. When it’s ready, you’ll get a text on your phone. Genius? Well, let’s just say we’re seasoned vets €” and we’ve got the Minkoff collection to prove it.

Inside Rebecca Minkoff Melrose’s athleisure area

Also in store? Bags and shoes, of course. But those don’t need an introduction, because if you have a pair of eyes, you’ve seen Minkoff’s signature crossbodies swinging from just about everyone. What does? The designer’s new athleisure line. The Melrose shop is the very first place to get it in, so feel free to browse it in the dedicated event space, which is currently hosting a yoga-hip-hop fusion class. The gymwear is so good you’ll want to wear it everywhere, so Lululadies better watch out. And the designer’s growing ready-to-wear is on display, too, so if you’re in the mood for a new moto or killer denim, sling on that Mini MAC and head to Melrose, stat.

Rebecca Minkoff is located at 8335 Melrose Avenue, in Los Angeles. For more information, visit www.rebeccaminkoff.com.