Retail Report: Nasty Gal's Second Brick-and-Mortar Store Comes to Santa Monica
Sophia Amoruso's sexy-cool e-commerce brand opened its second store on March 27.
At Nasty Gal’s newest brick-and-mortar store, on the Third Street Promenade in Santa Monica, the bright white space, the retro neon wall sign (reading "I still remember what I was wearing when it happened") and the rows upon rows of Nasty Gal staples — including slashed denim, edgy cutout dresses and glittering metallic platforms — all ooze that cool-girl vibe that helped transform Sophia Amoruso’s one-woman eBay store into a millennials go-to e-tailer just nine years ago.
The 6,500-square-foot shop, which held its grand opening on Friday, is the brand’s second and largest storefront, which — in addition to stocking its standard stylish labels and its collection designed in-house — boasts a full shoe salon and an impressive collection of vintage designer pieces from the likes of Moschino, Chanel and Louis Vuitton (priced between $200 to $600 for clothing and upwards of $2,000 for vintage designer jewelry). A glance across the floor reveals no shortage of sequins, metallic embellishments and kitschy, statement-making pieces (think hot pink felines emblazoned on a sequined crop top, neon neoprene minidresses and thigh-high lace-up gladiator sandals) that the company is known for.
Like its sister store on Melrose, the space is flashy yet chic, outfitted with chrome and white lacquer fixtures, mirrored walls and modern architectural installations including geometric archways in bright red and the brand’s signature baby pink. Loyal Nasty Gal fans will recognize the '80s-inspired tacky-cool aesthetic present in the various displays, which are more or less arranged by club wear, dressy daytime wear and more casual, Coachella-worthy fashions, with accessories, #GIRLBOSS-approved magazines and sassy mannequins posed throughout the floor.
The opening weekend celebration, which included complimentary mini cupcakes by Baked by Melissa and jars overflowing with Hershey’s chocolates, featured a GIF photobooth, a DJ and a book signing with Amoruso herself. What more could a girl want?
1254 3rd St Promenade, Santa Monica; NastyGal.com
Monday through Thursday, 10 a.m.-10 p.m.
Friday and Saturday, 10 a.m.-11 p.m.
Sunday, 11 a.m.-9 p.m.