Emerging: Creatures of Comfort

July 15, 2016 BY WATM STAFF


Creatures of Comfort began as a one-stop-shop to unearth the hard-to-find fashion labels, and it's no wonder that after purveying coveted labels since, Jade Lai took the brand in a new direction, with the introduction of an in-house label.

Labels like Mansur Gavriel, Acne Studios, and Karen Walker are selected with such expertise that they've established the bi-coastal shop, and e-commerce outpost, as a lifestyle staple for today's luxury customer. Foundations or minimalist modernism, and playful practicality, still ring true through each collection.

Creatures of Comfort joined New York Fashion Week in 2013 with acclaimed, performative presentations for the Fall Winter 2013 and Spring Summer 2014 seasons, and introduced its first runway show for Fall Winter 2014.

See the collection at Capsule New York, September 17-19

(c) You only joined NYFW a few years ago, what was that show like, and how has the brand changed since?
I think that the brand is still consistent in its DNA when comparing our collections season over season and stays true to the Creatures aesthetic: subtle but wearable design, high quality fabrications, and functional for our customer. I would say that the brand has developed more in terms of our offerings; last season we launched a full range of bags and shoes sourced and produced out of Italy; denim has become a really big category for us, and for the coming Fall season we really focused on our outerwear and knit programs. It's great having our own boutiques since we get so much positive feedback from our customers - we see and hear firsthand what she is wearing and looking for and take that back to the design studio to ensure that we have her covered for future seasons.

(c) Which items consistently sell out of shops?
Our new handbags have been flying off of the shelves - we introduced one new style this spring called the Apple Bag (in a large and small size), it's a really easy tote style in a variety of pastels for spring that people just use every day and purchase in different colors. Aside from these, we have a strong basics program of high-waist wool tees (a very lightweight knit wool in super flattering tee silhouettes) that can be worn with everything. In general our pants are also really popular - we have a few different silhouettes that are updated seasonally and customers always come back for these. We just introduced a new high-waisted, full legged Maison pant that have been blowing out - they look amazing on everyone.

(c) How do you think the Creatures of Comfort shopper describes the brand, and what can they always count on finding in stores?
The Creatures brand truly has something for everyone (our customer range is quite broad), but ultimately I hope that our shopper would describe it as effortless. Our aim is always to produce beautiful, high quality product that become staples in a woman's closet and that she goes back to time and time again. They can always count on finding the perfect something in our stores, whether it be a special event dress to our best fitting soft tee!