It’s been precisely 25 years since Yigal Azrouël made his mark on New York fashion and quickly garnered a cult following of cool and confident women, including many A-listers.

After a short hiatus, he’s now returned full-force with a chic store front replete with an atelier at 26 Grand Street in SoHo. Consider it a post-Covid comeback, one the designer says is “driven by a deep passion and a heightened consciousness. Combining retail with the atelier lets me test new products, receiving immediate feedback for a more profound evolution.”

On a recent visit to the space, which housed a leather goods atelier in the 1800s, Azrouël was working directly with a customer, tweaking her jumpsuit r and perfecting the styling, while the adjacent team in the atelier worked on new pieces. Indeed, the concept intends to amplify direct engagement with customers while also showcasing the craft behind design.

“Each piece in my collection is meticulously crafted taking the brand’s DNA, and offered as a limited edition, deepening the design,” he said. “The women I design for exude confidence, effortlessness, profound style, and individuality.”

The overall effect is an elevated customer experience.

With this ethos comes a commitment to sustainability and clothes made in New York City, including bespoke pieces. We asked for what’s next, Azrouël noted, “Currently, my focus is on rebuilding and evolving the business, staying dedicated to what I do best.”

Pictured (top): Azrouël with model Anna Savka at the new space.