The event drew Sarah Michelle Gellar, Louise Roe and others to its downtown showroom as the brand seeks to make a big splash in the market.
THROWING SHADE: NYX Cosmetics founder Toni Ko is officially open for business and has only just begun ramping up plans for her sunglass line.
Her new company, Perverse Sunglasses, hosted a packed house of influencers and celebrities to her 1,500-square-foot showroom’s grand opening in downtown Los Angeles last week as the company eyes wholesale and its own store expansions.
Inside the grand opening, a raft of influencers and celebrities — including Sarah Michelle Gellar,Louise Roe, Mario Lopez, Harley Quinn Smith, Olivia Holt and Joe Keery — entertained themselves by trying on the sunglass line’s range of shades, which retail from $30 to $75. The event also featured installations from local artists, including Brandon Deener, Justin Niklaus, Christina Thomas, Jimmy Warhol and Bonnie Chen.
Perverse has already shown a merchandise range with not only sunglasses but a gaggle of accessory options, including travel cases that start at $23, $12 cat-ear pouches and $3 microfiber cleaning cloths in keeping with what Ko told WWD earlier this year: “I want to give customers a reason to keep coming back.”
The young business has hit the ground running, with Ko having rolled out a robust wholesale business, including recent launches into Ulta and Nordstrom stores.
The company is also rapidly expanding its brick-and-mortar business.
Ko’s first store opening in Larchmont Village was in June. Perverse’s most recent opening was this month at Westfield Topanga. Other locations include doors at Westfield Culver City, Westfield Fashion Square in Sherman Oaks and one on Hollywood Boulevard. Westfield Santa Anita is on the books for summer 2017 and the brand will move south to Orange County with a store planned for 2018 at real estate firm the Irvine Company’s Irvine Spectrum Center.