Eveline Morel opened her own store, EM & Co, Wednesday night to an enthusiastic crowd of stylists, editors, and fashion elite.  The grand opening party for EM & Co store, located on 3rd Street near Fairfax, included a preview of Eveline Morel’s spring/summer 2006 line.  Eveline Morel was previously a partner in Late Bloomer boutique on Fairfax, and is also a designer.  Her line, launched in 2004, is sold in upscale boutiques around Los Angeles and the U.S.

She recently launched a second line, EM [re]construct, which is store-exclusive and uses vintage and recycled fabrics and garments.  Eveline is joined in the store by two former Late Bloomer partners, Amy Buhler of Seed Clothing, Sarah Szikiel of Mushka Designs (jewelry and accessories), and Allison Schultz, former owner of Allikays, a stylish boutique in Kansas City.

Complimentary cocktails were provided by Dubonnet, a wine based aperitif, who served their signature Dubonnet Martini and Kiss drinks all night long.  Copies of Adore Shop magazine, a new shopping guide for all of Southern California, were on hand for guests to read and take home.  Spins from DJ Steve Aoki kept guests energized and eager to shop from EM & Co’s fine selection.

The boutique carries some more well-known and/or well-established lines, such as Alicia Lawhon, Anja Flint, Halo, Mara Hoffman, Pegah Anvarian, TAG, and Serfontaine jeans, but will also carry other lines of up-and-coming designers such as Seed Clothing, Dolan, Bettina Hubby, and jewelry from Mushka Designs.  The store will introduce some lines from Europe's rising designer talent:  this fall, a line from Finland, Deadbird & Lionheart; in the spring lines from Romania, Greece, and France are scheduled to be added. There are Queenie4ever and Cyrus & Sonny t-shirts, as well as Opal and Heather Palleiko designs jewelry, whose lines are sold exclusively in the store.

The boutique presents this well-orchestrated mix of stylish, fun, yet very wearable clothing in a spacious, loft-like, minimalist setting with white walls, custom-designed fixtures, and a gallery-like “feel” that is welcoming and comfortable, yet focused on the products.

Eveline Morel’s collection is available at the PURE showroom, and her spring/summer line will be shown during L.A. Market at the Jennifer Michelle showroom, suite B511 at the California Mart.

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