This week, VIOLET GREY gained a stylish new Melrose Place neighbor in Vanessa Traina Snow’s The Apartment by The Line—Los Angeles. The West Coast incarnation of Traina Snow’s fashion and lifestyle shopping concept (the buzzy New York location launched early last year) is appointed, as the name implies, as a livable apartment, complete with everything from Fritz Hansen chairs and all-glass Lasvit floor lamps to Rag & Bone dog toys—and it’s all for sale. Not to mention closets-cum-dressing rooms stocked with clothes by the likes of Proenza Schouler, J.W. Anderson, and Protagonist, displayed as if in the wardrobe of your best-dressed friend.
In concert with the opening, The Line is also branching out with Tenfold, its private-label housewares collection. Expect craftsman-made throw pillows, minimalist-luxe linens, and ceramic vases in keeping with Traina Snow’s irreproachably fashionable aesthetic.