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Brief Published: 28 Apr 2011

Madewell and the Whitney


US retailer Madewell (J. Crew's casual little sister, known for its collaborations with Alexa Chung) is partnering with the Whitney Museum on May 27 to host a grand opening event -  filled with music, art and shopping - for the launch of its second NYC store.

Local members of their email list received colourful, concert-style promotion sheets in a mailing tube, inviting them to watch DJ sets by up-and-coming NYC musicians and to get a personal style assessment by performance artists The Bumbys. An exclusive artist-designed Madewell item (details still a secret, the proceeds to the Whitney) will be available for one night only.