Dries Van Noten Lands in Soho: A Textural Masterclass for FW25
Dries Van Noten’s long-awaited arrival in New York’s Soho district signals far more than a new retail space — it feels like a new artistic chapter. Known for his soulful blending of fashion, art, and culture, Van Noten’s new Mercer Street flagship embodies his aesthetic in physical form: layered, thoughtful, and rich with story.
Timed perfectly with the highly anticipated launch of his Fall/Winter 2025 collection, the store eagerly opens its doors just as Van Noten unveils what is considered one of his most inspired and innovative seasons yet. This FW25 collection serves as a compelling study in modern tactility, showcasing a variety of luxurious materials such as lush chenille, lacquered wools, intricate metallic-thread jacquards, and sumptuous crushed velvets, all expertly tailored into powerful yet poetic silhouettes. The carefully curated colour palette feels deeply emotional and evocative — bruised purples, rich moss greens, deep midnight blues, and warm burnt ambers combine to create an almost cinematic depth that resonates with viewers. Shapes throughout the collection are fluid yet anchored: sharp, confident shoulders effortlessly meet relaxed, off-kilter draping, which pays homage to Van Noten’s lifelong fascination with the intricate interplay of tension and release within the realm of fashion.
There’s a true sense of duality at work this season — opulence softened by rawness, structure melted into romance. As always, Dries Van Noten avoids obvious trends. Instead, he crafts collections that feel like personal journeys, inviting wearers to experience texture, colour, and memory with every piece.
Opening a store in New York feels natural for a designer who has quietly influenced the industry’s most creative voices for decades. Van Noten isn’t just selling clothes; he’s offering an experience, a moment to slow down, to look closely, to feel deeply.
Dries Van Noten opens his first standalone store in New York City at 168 Mercer Street, marking a significant milestone for the Belgian designer. The boutique, which debuted on April 18, is the culmination of a 15-year search for the perfect location.
The store’s design reflects Van Noten’s signature blend of fashion and art. The narrow, elongated space features seven-meter-high ceilings and is adorned with antique furnishings and curated artworks, including 16th-century paintings and installations by Belgian artist Ben Storms.
This New York flagship offers a comprehensive selection of Dries Van Noten’s ready-to-wear collections for men and women, as well as accessories and beauty products. The opening follows the recent launch of a London boutique and precedes an upcoming store in Milan, further expanding the brand’s global presence.
For fans of craftsmanship, storytelling, and radical individuality, the Soho flagship is more than a retail destination. It’s a pilgrimage.