For those ladylike trendsetters who clamour to Aritzia for its ultra-feminine Wilfred line, here’s some very good news: Wilfred will open its first-ever boutique this summer at Toronto’s ever-evolving Eaton Centre.
Though faithful Aritzia customers may frown upon the label’s new digs (let’s face it, malls don’t have quite the same cache as they did in the Clueless era), the ‘grand apartment’ concept of the new store promises its clientele the cozy boutique aesthetic they’re used to, along with a contemporary edge.
The store will house all three of Wilfred’s labels: Wilfred Free (for casually chic looks), Le Fou (for more luxurious and high-end statement pieces) and the original Wilfred (for classic feminine essentials).
Despite Wilfred striking out on its own, die-hard Aritzia fans can relax: the label will continue to be sold at Aritzia stores, meaning there will just be a lot more breezy blouses and romantic skirts available this fall, which isn’t a bad thing at all.
The new Wilfred is scheduled for an Aug. 25 opening.
