ML - Michigan Avenue

2012 - Issue 5 - September

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!

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OPPOSITE PAGE: PHOTOGRAPHY BY MELISSA VALLADARES; HAIR BY BRUNA NOGUEIRA FOR BED HEAD BY TIGA; MAKEUP BY LEVI VIEIRA FOR MAC M2F custom denim bar ABOVE: Pyramid stud letterman rings by Luv AJ. RIGHT: A vintage sterling silver necklace by Nov say, 'I want this there, and this there.' We got to do everything we wanted." The result is a boutique with a distinct industrial-modern vibe that's bigger, more open and—as opposed to the two-level Oak Street shop—just one floor, making for a more inclusive shopping experience. "It's fashion, so it should be fun and playful. " The space on Walton is a far cry from the original concept for Ashley, who launched Sofia Vintage with Allison in 2009. The first store was a small, appointment-only shop tucked into an office building on the corner of Clark and Division that sold exclusively men's and women's vintage apparel. But when the opportunity to move to Oak Street was presented a year later, Zisook took the store in a new direction, dropping "vintage" from the moniker and adding con- temporary pieces to her retro collection. "I needed to bring on new brands that weren't saturated on the Chicago market," says Zisook. She stocked the place with designers such as Halston Heritage, Mara Hoffman, Myne, Society for Rational Dress, Elegantly Wasted, and Winter Kate, all lines with a similar bohemian-chic aesthetic. Zisook lists stylist/designer Rachel Zoe as one of Sofia's primary influences. "We're totally her style: flared jeans and cords, faux furs, vests, leathers, and peasant maxi dresses paired with tailored jack- ets." Her keen eye for underexposed designers and knack for scoring exclusives—Zisook currently has 27 designers exclusive to Sofia in Chicago on her roster, including Court, Blu Moon, and Ember Skye—earned her a devoted following. Sofia became a must-stop for Chicago's style set and attracted celebrities such as Leann Rimes, Nicole Richie, Kristin Chenoweth, Maria Menounos, and Emmy Rossum— all of whom autographed the fitting- room wall. After growing at warp speed and bringing on her brother Zach to help run the back-of- house operations (Allison works behind the A signature tee and hoodie paired with M2F Denim shorts scenes renovation plus as well), Ashley learned that the Esquire theater (which three boutiques is going to bring a Del Frisco's Steakhouse designer new to Oak Street) was going to knock down 100 E. Walton St., 312-640-0878; sofialivelovely.com MA MICHIGANAVEMAG.COM 91 other items that help shoppers follow Sofia's motto: "Live Lovely." While style is at the forefront of the store, Zisook and her team are at the heart of the operation. "It's a very interactive shopping experience," she says. "It's real, and it's fashion, so it should be fun and playful. At the end of the day we're family. The Sofia family, that's what's most important." Stacked crystal bracelet by Luv AJ every shop from Sarah's Pastries down to the Charles Ifergan salon, which included Sofia. Zisook started exploring her options. "I was looking for the perfect spot. I wanted to stay in the Gold Coast, but it was more about the right space. I'm happy we get to stay." As are Sofia's neighbors. "So many of our customers live in the neighborhood," says Zach. "Even if they're not shopping, they stop by to say hi." The new store will have a similar vibe and is set to feature a small selection of vin- tage, plus a wide range of unique designers, housewares, candles, body products, and

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