A rough ’n tumble hood rife with gangsters, speakeasies and boundless bordellos, Hell’s Kitchen was one of those places I avoided like the plague as a kid during my visits to the Big Apple. Now that I’m grown up and its seedy image has since subsided, I fearlessly frequent the area for off-Broadway theatre, hip bistros and surprisingly, fashionable frocks like the ones found at Lyd.
An off-the-beaten-path boutique that’s easily spotted by its striking blue facade, Lyd is sought out for its choice selection of modern merch coupled with unparalleled service. Owner, Mia Gonzalez, is a designer with such a sharp sense of style and hands-on approach (she’ll personally build your entire wardrobe) that’s she’s earned the distinct reputation as the “neighborhood stylist.” Unpretentious and inviting, Lyd attracts a loyal customer base of busy corporate types (yes, I’m talking about you Ellyn!) and creative characters who don’t have the time or stamina to scour the racks at those snootier uptown stores for seasonal wardrobe staples. Even celebs like Julia Stiles and Rachel McAdams have frequented Lyd for its of-the-moment, multi-purpose labels.
During my last shopping sojourn at Lyd, I was rendered speechless by the bevy of cutting-edge brands including Corey Lynn Calter (the polka dot dress and matching capelet is killer), Ella Moss (billowy striped tops), Amanda Uprichard (silk charmeuse shifts), Myth & Ritual (tunics with an edgy twist), Twig (cozy cashmere sweater dresses), Rachel Mara (an haute swing coat with a detachable hood) and Raven (my fave wide-legged trousers). That’s just for starters. Lyd also carries Deener (a cult denim label), C&C California (tons of tees in a host of hues), Matt Bernson (must-have ballet flats) and Orla Kiely (laminated canvas bags). With daily deliveries and VIP treatment, Mia will make sure you don’t head out the door empty handed.
Exclusive Fashion Junkie Deal For YOU!
Yummy mummies listen up! Isabella Oliver, the luxe London-based maternity label I profiled earlier this week (read the newsletter here) is offering Fashion Junkie subscribers a 15% discount off any items of your choice from Friday, September 28 through Friday, October 5, 2007. Click here to redeem your special offer and make sure to enter the code “FJFIX” upon checkout. Happy shopping!
- 405 West 44th Street (btw 9th & 10th Aves.)
- Tuesday-Saturday, 12-7:30pm; Sunday 12-6pm; closed Monday
- exchange or credit note only
Filed: Shop Talk