It’s been a while since an Israeli designer had a store in New York City’s Soho. Now Nili Lotan, wife of singer David Broza, is the latest to hang her shingle, albeit temporarily, at 87 Mercer Street in SoHo in lower Manhattan.
Lotan, whose new Mercer Street pop-up shop was written up in The New York Times, has two other stores, in Tribeca and East Hampton, New York. She’s a quintessentially Israeli designer, which means she creates clothing that isn’t flashy, but hangs well — at least on slender frames — and offers the kind of stylish comfort that is always in fashion.
Those who know of Lotan’s clothes have been purchasing them for the last 10 years, according to the Times, but what’s brought her into vogue, so to speak, is a recent spate of attention from supermodels and BFFs Gigi Hadid and Kendall Jenner, who also discovered Lotan’s slouchy sweaters and silk camisole dresses.
Their Twitter focus on Lotan may be bringing her a younger crowd, which is what gave her the idea of the temporary shop, which has lower-than-usual prices, orders taken on iPads and purchases that can be shipped or delivered on the same day in the New York metro area.
— ＲＥＤＧ３ (@T20G3) April 29, 2016
The Mercer Street store will stay open through August, when it will become a kind of traveling pop-up shop, opening wherever Lotan finds an outlet. Toronto is booked, according to the Times, and she hopes Brooklyn, Los Angeles and Tel Aviv are next.