This fall, INTERMIX is turning 25 years old and is celebrating 25 years of style. The barometer for what’s trending and selling in each neighborhood in New York, INTERMIX has accumulated decades of fashion history. And in light of this distinct anniversary, we’re taking a retrospective look back with Jyothi Rao, President of INTERMIX, to hear what and why locals have been buying since its 1993 inception. With a fashion archive that’s expansive—whether its bodycon dresses from Ronny Kobo in Flat Iron or Emilio Pucci caftans on Madison Avenue—this fashion forward endlessly exciting store has put itself on the top of the style map for capturing in the moment essentials and spotlighting on trend items that are on point with all on point fashion forecasts.
We chatted with Rao to hear about this celebratory milestone, launching an exclusive capsule collection from 25 top designers, what INTERMIX has planned for the future to expand on designer collaborations, and how she's taking the brand global.
Jyothi, tell me about INTERMIX celebrating 25 years of style?
JYOTHI RAO: We’re thrilled to be celebrating this important milestone! For 25 years INTERMIX has been a go to style resource for busy women who want to shop the best edit of the season. It seemed like a perfect fit to create a capsule collection of twenty-five dresses made exclusively for our clients by the talented designers we work with, and to give the INTERMIX woman the perfect outfit to wear to all of her upcoming holiday events and celebrations.
To celebrate this milestone, INTERMIX launched an exclusive dress capsule collection from 25 top designers. What was the process of putting together the capsule collection and what can consumers look forward to seeing?
JR: INTERMIX has always been about the mix, and that’s exactly the approach we took for the dress collection. We wanted to offer our clients a variety of dresses that covered a range of styles from cocktail dresses to gowns as well as a range of price points from $290 to $1,500. The collection features dresses from well-known designers such as Jason Wu, Carly Cushnie, David Koma and Philip Lim, to long-time INTERMIX brand partners such as A.L.C, Self-Portrait and Veronica Beard, as well as up-and-coming brands such as Caroline Constas, Redemption and Galvan. There’s something for everyone!
How does this limited-edition capsule collection represent 25 years of INTERMIX from Madison to Soho?
JR: Over the years, we’ve developed long-lasting personal relationships with our clients through our in store stylists and understand the needs of each localized market. We understand that the Soho shopper may be visiting and looking for a fun, unique outfit to go out in, while the Madison woman may be a local and she may need a more elevated look, so each of those stores will have a different assortment of the dresses that reflects their neighborhood and customer. Although each store will have a different representation of the collection, you can find the entire collection at intermixonline.com and can have any dress delivered overnight from any of our locations. Whether you have a cocktail party, benefit, work, drinks or family dinner, we have you covered.
INTERMIX sets the barometer of what’s trending and selling in each neighborhood of New York City. This capsule collection is indicative of INTERMIX's mission to present in the moment pieces that are raw and never before seen in other stores. Tell me about INTERMIX's goal of creating these exclusive pieces?
JR: Our clients are amazing and dynamic women; they work, have a family, and always have an event to attend and want to look and feel special in their outfits. Developing this exclusive dress capsule for them gives them access to those unique and exclusive pieces that they can’t find anywhere else.
Jyothi, as president of INTERMIX, how did the brand first begin?
JR: The brand was started by two brothers who saw an opportunity in the market for a shopping destination that mixes both high and low fashion—a concept that is as relevant today as it was 25 years ago—it’s how women dress. Since then we have grown from one boutique on 5th Avenue in New York to thirty six boutiques across North America and an e-commerce business that is expanding fast.
Initially opening its first store in 1993 on 5th Avenue, take us through a time machine of INTERMIX's style closet—then and now?
JR: It’s fitting that INTERMIX started in the 90’s and 90’s style is de rigueur again this year with form fitting shapes, bold colors, strong shoulders and metallics (all trends we reference in the 25th anniversary collection) but reimagined in a fresh new way. You can always count on us to present the strongest trends of the season and to help you style each one head to toe.
With so many boutiques opening in New York City, how would you say INTERMIX righteously earned its spot at the top and is a fan favorite amongst consumers—young and old?
JR: We have been unwavering in our commitment to making shopping easy and enjoyable for our clients. Women of all ages are balancing busy work, home and social lives. When it comes to shopping, they are looking for convenience, and that’s what we provide. We take the hard work out of the shopping experience by presenting her with an edited assortment of the best trends and styles of the season, help her discover the most exciting new designers and combine that with offering complimentary personal styling services to help her put full looks together.
After ringing in an anniversary of 25 years, what does INTERMIX have planned for the future? Will there be an expansion on designer collaborations?
JR: Absolutely! We’re always looking to collaborate with our brand partners and give our clients product they can’t find anywhere else. We also want to continue to make the shopping experience more convenient for her so expect to see more Omni-channel services such as buy online pick up in store, stylist services online and more flexible payment options. We want to free up more time for her to enjoy her full life.
Can we expect INTERMIX to go global? Is there a chance we could start to see men's clothing as well?
JR: We ship globally today to 100 countries through intermixonline.com so we are global. Right now our focus is women’s—we still have so much opportunity for growth in this category, but we are always exploring new ideas.