Madewell Blooms in Boston

Lisa Parady

Despite the bitter winter rain Boston University students attended Madewell’s Boston début, Thursday February 19th. With their white picket fence, floral arrangements, bold patterns and brightly colored tops, Madewell made shoppers feel like it was spring every day. Madewell, originally founded in New Bedford, MA circa 1937, returned to its roots finding a new home on 329 Newbury Street. Madewell’s doors officially opened to eager Newbury shoppers Tuesday February 17th. Boston University’s Fashion and Retail Association (FAB) hosted Madewell a homecoming Thursday evening.

FAB hosted the after-hours shopping event exclusively for BU students. Madewell encouraged students to purchase spring essentials including flowing, silk, patterned shirts; bright red, purple and yellow shorts; and leather knee-high riding boots. Perks to the event included a one night shopping discount for all students, free Madewell tote bag with purchase and refreshments including mini-cupcakes and flavored sparkling water. The Madewell brand also brought a local manicurist for complementary manicures and an embroiderer to sew custom decals on any denim purchase. Many shoppers stated these benefits added charm to the event. Danielle Gassert, a junior in the School of Education, commented “This event is adorable! The clothing is beautiful, the cupcakes are tasty and my blueberry soda was unique.”

During the event Alix Berger, Madewell Representative, was on hand answering questions about the brand. Berger was dressed as a trendy brand advocate wearing one of Madewell’s tailored navy sport jackets and purple suede boots. Berger stated, “We always host a launch party when a new store opens. We try to make it unique to its location.” Currently the brand has 11 locations across the nation including one in the Natick Mall.

The in-store shopping event also allowed for an insight into the fine details of the Madewell brand. Julie Miller, Madewell on Newbury Store Manager, did a walk through of the Spring 2009 collection. She promoted the brand’s chic, urban and original essence. Miller stopped at one of the main display tables and held up a pair of Madewell’s cropped technicolor pants which came in purple, green, pink, yellow, and a standard khaki. She also directed shopper’s to Madewell’s cotton graphic tees.

Miller paid close attention to the denim wall, which included Madewell’s three signature fits: Rail Straight, Skinny Low and Bootlegger. The wall extended from floor to ceiling, holding multiple styles, fits and colors of denim in little white cubbies.. Miller pulled samples from the wall to distinguish the difference between each cut. She also flipped the jeans over to feature the “M” stitched on the back corner pocket of each jean. Madewell’s Spring 2009 denim line features the Ex-Boyfriend jean; a straight leg with distressing, ripped holes and worn spots.

Throughout the walk-through Miller emphasized the importance of Madewell’s history. “Understanding the brand means understanding where we come from” she stated. The brand originated one hour south of Boston in New Bedford, Mass. as a workwear company specializing in blue jeans. Today, the Madewell motto is, “We know a thing or two about denim.” Today, Madewell is a subsidiary of J. Crew, the company whose chief executive officer is none other than BU alum, Mickey Drexler.

Although the store honored a special one night discount for shoppers at the event, Madewell will continue to honor a 15% student discount with valid student identification as part of their “Hooray for Financial Aid!” promotion targeting their primary shoppers: young, trendy, college students.

At the end of the evening Berger announced the Denim After Dark event, Newbury Street’s second in-store event of the season. Madewell will “celebrate all things denim;” Denim After Dark will be on Thursday, March 5th. As many students began to leave, with stuffed shopping bags and free totes in hand, they expressed excitement about the next in-store event. Walking out the door, Danielle Gassert stated, “I look forward to coming back.”