Nina Sarin Arias is seeing a retail’s resurgence at this moment in time. While a significant number of larger department stores and global brands have closed their doors to make it through the pandemic, the designer and founder of the independent label ARIAS views this time as an opportunity to expand her brand footprint while showing her support for her city.

Since launching in 2017, the luxury contemporary womenswear label has already been endorsed by the likes of Gigi Hadid, Chrissy Teigen, Priyanka Chopra, and Gabrielle Union. With retailers like Net-a-Porter and Moda Operandi, the new store location enables the designer to connect with her clients in person.

Located in the heart of SoHo in Manhattan, the brand offers more than just fashion. For the opening, Arias has partnered with Andrew Kreps Gallery to host an installation that features German contemporary artists and renowned artist Annette Kelm, whose work has been included in the 54th Venice Biennale, the Museum of Modern Art, the Whitney Museum, and more. The installation will consist of six photographs: Pepper / Pac Man (2016), Lilly #1 (2018), Piano Lesson (2018), Untitled (2012), Big Sur (2018), and Helmholtz Sirene (2017). These will be available for purchase in the store through October.

Learn more about the independent designer’s new retail location below.

Why was it important for you to open a physical retail location during this time?

It has always been a dream of mine to open a store and tangibly be able to share the world of ARIAS with my clients and friends of the brand. The pandemic pushed back our timings as we initially planned to open in March. I thought a lot about it and as a New York-based designer, I still chose to open and show support for the city as soon as we were allowed to open our doors. I want to give people something positive to look forward to when they are ready.

Can you describe the overall aesthetic and feel of your store?

The aesthetic of the store is similar to that of my designs – minimal, yet feminine and approachable. Steel clothing rods hang from the ceiling and marble slabs complement a central seating area breaking up the clean lines seen throughout the store. For the store opening, I partnered with a New York-based gallery to host an exhibition of works by artist Annette Kelm to complement my collections, that draw inspiration from contemporary art.

Why did you choose this location? What attracted you to this neighborhood?

When I came across the space in SoHo earlier this year, I knew it was right for the brand because it’s located at one of the best intersections of fashion and art, which is part of ARIAS’ DNA. The ARIAS woman has always shopped my collections on our website, at trunk shows and high-end boutiques, but shopping the brand in our own store is an experience she has been waiting for!

How would you describe your customer?

We are a client-centric brand and I design for women with busy lifestyles. The ARIAS woman wants modern, flattering pieces in her wardrobe that will transcend time, are well-made and take her from day-to-night. My pieces make her feel confident, polished and chic.

What are some of your favorite designers, products, and/or elements from the store?

One of my favorite elements of the store is the art installation by Annette Kelm that I am showcasing alongside the collections. The colors in her photographs and my Spring/Summer ‘20 collection compliments each other and bring together my love for art and fashion.

Why is it important for you to produce the collection in New York?

Since launching ARIAS in 2017, it has always been part of my brand’s mission to design and manufacture my collections in New York. Here you have access to the best suppliers and highest levels of craftsmanship and I want to support the local fashion industry.

In light of COVID-19, what are some of the safety precautions you’ll be taking in the store?

It is most important to me that my team and clients are safe. We are strictly adhering to the safety standards and CDC guidelines by requiring customers to wear masks, sanitize their hands upon entering the store, and only allowing 2 clients in at a time. We also clean the store and dressing rooms multiple times per day. For clients not ready to shop in store yet, we are offering virtual styling appointments from the comfort of their own home.

What do you love about fashion retail?

I love the idea of discovering a new store or brand and falling in love with its vision and lifestyle. To be honest, it’s been a while since I’ve felt this way. I hope that when people are ready to shop in stores again they feel that sense of excitement when experiencing the ARIAS store for the first time.

Visit ARIAS at 466 Broome Street, or check the brand out online here.