Tuesday, May 4, 2010

INSIDER INTERVIEW: Vintage Never Felt so New

Are you having a flashback or just falling in love again with a members only jackets, lace dresses and a fedora worn just right? Vintage fashions has made their way back into the mainstream. Embrace the old with the new. I love mixing a piece that has stories to tell, mixed with modern new pieces from the hottest designer. Meet Sofia. A boutique that marries the new with the old. Opening this week, PrivyDoll sat down with its owner, Ashley Zisook to get the skinny on her inspiration of vintage.
Sofia Opens this week at 72 E, Oak

Name: Ashley Zisook, Owner of Sofia boutique
PrivyDoll: 3 words to describe your company:
AZ: fresh, laid back, lovely
PrivyDoll: Vintage is one of the fashion trends that really never go out of style. Your concept of an appointment shopping experience for vintage is so unique for Chicago. What inspired you to create Sofia boutique? 

AZ:Well, throughout my life I have loved collecting one of a kind items.  Sofia started as an idea for people to find those unique additions to their wardrobe, knowing the treasures they found at Sofia would not be found elsewhere.  Because the demand was so high, we have now expanded into selling new lines as well, from emerging designers.  Since we have moved to the new location (opening April 29th), we are no longer appointment only, but will always remain having that special one-on-one client experience, with myself or my fabulous team.   
PrivyDoll:  In your opinion what is next season’s trend and how do you translate it with vintage?

AZ: Aztec inspired vintage clothing mixed with the new moccasins.  The feminine woman is also coming back strong with bold colors, flattering fitting suits and dresses.  These trends can always be mixed with vintage and new pieces.  Also, never have we seen so many varieties of decades mixing together to form a season.  
PrivyDoll:What are some of your favorite pieces in the store right now? 

AZ: Skingraft harness, Vintage Givenchy necklace, House of Harlow Moccasins, M2F Jeans, ELTIF Hamsa necklace
PrivyDoll:Where do you find most of your vintage for resale?
AZ: Estate sales, auctions, and we also love going on vintage buying trips throughout the country.  
PrivyDoll: Female entrepreneur of the year award  should go to: 

AZ: Kelly Cutrone.  I think she is amazing.  I am inspired by what she has created and admire her work ethic.  I love the way she runs her company, Peoples Revolution.  
PrivyDoll: Sofia Vintage has put vintage back on the radar with fashion shows and posh clubs and partnerships around the city. What events and showcases do you upcoming? 

AZ: Well, we officially open up April 29th...i cannot wait until that Thursday when we open up our doors.
 Speaking of opening the doors, we love the space! Check out this interior picture taken by Darkroom Demons.

PrivyDoll: What kind of press/marketing/celeb spotings has your store received?  

AZ: Nicole Richie was in town last week and I received word that she wanted to see the store (since we will be carrying her House of Harlow collection). That was a dream of mine come true.  She is truly inspiring and an amazing fashion Icon.  Joe Perry (of aerosmith) came in last summer looking for an outfit to wear to his show.   Cisco Adler & Shwayze stop by every time they are in town for a concert or performance.   Also, we kicked off the first of the year with Leighton Meister when we styled her for a performance at Underground.  We are so lucky to have had this kind of press with celebrities thus far, and looking forward to everything to come in the future!  
PrivyDoll: If you could dress any celebrity at the moment who would it be? 

AZ: Zooey Deschanel.   I love her!! And the Olsen twins....I am always inspired by their style.
PrivyDoll: And Lastly, spill the Privy find:  
 AZ: We are proud to announce our new address of: 72 East Oak.  Chicago, IL 60611.  (312) 640-0878.  Our website is www.sofiavintage.com where you can find online shopping, read the sofia blog, follow us on twitter and become a fan on facebook. 



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