Michigan Avenue - Niche Media - Michigan Avenue magazine is a luxury lifestyle magazine centered around Chicago’s finest people, events, fashion, health & beauty, fine dining & more!
Issue link: http://digital.greengale.com/i/461818
photography by heather talbert THE SALON OF THEIR DREAMS Famed style expert Rachel Zoe teams up with Robin MoRaetes to bring their wildly popular blow-dry bar, dreamdry, to ChiCago. by lauren finney Fashion icon Rachel Zoe has gained worldwide celebrity for dressing A-list celebs like Jennifer Lawrence and Sofia Vergara. Her latest project? Helping women pump up what she calls "the ultimate accessory"—their hair. Alongside CEO and partner Robin Moraetes, the two have made a serious impact in the beauty world with their conceptual blow-dry bar, DreamDry. What opened in early 2013 as one salon in New York City is now on the way to becoming a mini empire, as the duo has launched its third DreamDry location, open now in Lincoln Park. "DreamDry has a level of sophistication that doesn't exist at other blow-dry bars," attests Moraetes, the salon's head of operations, who is committed to personalizing blowouts for clients. "With Dream (DIY), clients can choose any updo style from our Instagram or bring in their own picture, and our team will re-create it." This means stylists go through a rigorous training program—the DreamDry Academy— and are well versed in handling all lengths and textures of hair. "We offer more styles than any other blow-dry salon," continues Moraetes, "including blowouts, ponytails, braids, and updos." The entire process takes under 40 minutes, but could take as little as 20 for one of Robin Moraetes (left) and Rachel Zoe aim to give clients an elevated blow-dry experience. continued on page 40 michiganavemag.com 39 Style tastemaker