Armarium and Flont open joint luxury rental pop-up in LA

Luxury rental service Armarium opened its first LA pop-up that links the sharing economy with the demands of awards season fashion. The pop-up also offers pieces from online fine jewelry rental company, Flont.


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The assortment of Armarium dresses and gowns in the pop-up includes pieces from designers such as Naeem Kahn and Christopher Kane, while accessories include Judith Leiber handbags. Flont offers customers the opportunity to rent pieces from Bulgari, Cartier and Tiffany & Co.

Customers in the LA pop-up will also have the chance to receive personalized styling from celebrity stylists Cristina Ehrlich, Sophia Lopez, Erin Walsh, and George Kotsiopoulos, whose clients include Kate Hudson, Kerry Washington, Sarah Jessica Parker and Brie Larson.

Commenting on the LA pop-up in a release, Armarium CEO Trisha Gregory explained, "Our clients can actually hire these major stylists to style them in our rented looks, just as a celebrity would hire a stylist to procure looks straight from the runways."

This is Flont's third West Coast pop-up. It is the first for Armarium which was founded by a team of 15 in-house stylists and 30 more professional-level stylists.

Previously operating solely out of a New York showroom, the brand has also announced its plans to open an LA showroom. The West Coast showroom is slated to open either at the end of 2018 or early 2019.

While Armarium was founded to provide an access point to ready-to-wear that up-and-coming models or actresses would not otherwise have, the company also has a roster of A-list clients. Susan Sarandon and Adriana Lima have rented pieces as well as a number of Hollywood executives and their wives.

Gregory said, "Luxury brands are adopting the shared economy and women are focused on cautious consumption, save-ability, decluttering."

The Armarium x Flont pop-up is located at 158 N. Robertson in West Hollywood. It will be open for a month, through March 9.
 

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