Wilfred Store Opens in Vancouver

Vancouver style mavens came in from the drizzly weather to enjoy Wilfred’s big debut

Aritzia’s popular in-house label finally got its own real estate, letting shoppers revel in 3,000 square feet of Wilfred’s signature modern-meets-vintage clothing and accessories.

Wilfred is like Aritzia’s cool, older sister who spent a few years in Paris and came back with a style that’s laid-back, feminine and tailored all at the same time.

Click through the slideshow for a look inside the store

Wilfred, 1112 Robson Street, next to and interconnected with Aritzia

The Opening Party for Vancouver’s First Wilfred Store

The impressive turnout at Wilfred’s preview party proved that Vancouverites are hungry for the label’s take on modern, classic clothing. Aritzia Fashion Director, Tiyana Grulovic defines Wilfred as “effortless fashion that’s both whimsical and elegant – much like the woman wearing it.”

Space to Linger and Lounge

The Wilfred space was carefully, artfully designed with “her loft” in mind – think muted neutral tones, feminine artful details, and a few well-curated industrial touches. Live plants help make the space “lived in” and homey. Don’t forget to look up – the large skylight features suspended plants as well.

But there’s plenty of see at eye level besides the plants and clothing. Artwork abounds, largely driven by locals such as Jessica Bell, Sarah Gee Miller, Andy Dixon and Rebecca Chaperon.

Wilfred, Wilfred Free, Le Fou

In addition to Wilfred, there are collections under the labels Wilfred Free and Le Fou. Grulovic describes Wilfred Free as for “the downtown girl with off-duty fashion essentials.” While Le Fou is “an exclusive collection of statement pieces that are a pure manifestation of the designer’s vision.”

For Holiday 2014, look for loose, menswear-inspired, sexy pieces from Wilfred Free. From Le Fou, expect expression through textiles: quilted textures, ultra-soft flannels, diaphanous pigment-dyed silks and nubby cable-knits.

French Style by a French Designer

One of the highlights of the opening party was meeting Aritzia insiders, like Wilfred designer, Marion Gamba. Originally from Paris, with stints with major fashion labels Chloé and Balenciaga, Gamba has been in Vancouver and working with Wilfred for the past eight months.

We loved the relaxed tailoring of her entire outfit, especially the contemporary feel of her trousers with the high waist, straight legs and cropped hem. Très chic, indeed.