The Second Coming of a New York Fashion Icon: Barneys Rises from the Ashes

New York City's beloved department store, Barneys, which closed its doors in 2020, is making a triumphant comeback. In a surprising turn of events, the iconic brand is returning for a limited run, thanks to a partnership with the beauty powerhouse Hourglass Cosmetics. This unexpected revival promises to reignite the magic that made Barneys a hallmark of the city's fashion scene.

Reviving a Beloved Fashion Landmark: Barneys Reborn with Hourglass Cosmetics

Honoring the Barneys Legacy

The news of Barneys' return has sent shockwaves through the fashion community. Hourglass Cosmetics, a brand that rose to prominence with the help of Barneys' prestigious platform, is spearheading the revival. Carisa Janes, the founder of Hourglass, remembers the iconic department store as a cherished family and a mentor, shaping the brand's journey to success. "Barneys was such an iconic New York institution, and we were all so sad when it disappeared," Janes reflects. "It was like a family. They were in it with you—the highs, the lows—they were like parents, the mentors and bosses there. It was just an incredible way to start a business and have all that support."

A Temporary Homecoming in SoHo

The upcoming Barneys pop-up shop in SoHo promises to be a nostalgic homecoming for the brand. Housed in a 1,500-square-foot space, the temporary store will pay homage to Barneys' downtown roots before its relocation to Madison Avenue. Open for a limited five-week run starting on September 5th, the pop-up will coincide with the beginning of New York Fashion Week, offering visitors a chance to "come on a journey with us," as Janes envisions.

Curating a Luxury Shopping Experience

The Barneys pop-up will not only evoke the brand's rich history but also provide a curated selection of luxury products. Alongside the Hourglass Cosmetics beauty bar, featuring both legacy and limited-edition items, customers will have the opportunity to browse and shop from renowned fashion labels such as Marc Jacobs, Thom Browne, and Khaite. This carefully curated experience aims to capture the essence of Barneys' legendary status as a destination for discerning shoppers.

Passing the Torch to a New Generation

Hourglass Cosmetics' decision to revive Barneys is driven by a deeper purpose. "The whole idea behind this project is really honoring and celebrating where we came from, and then passing the baton to the next generation," Janes explains. "We feel strongly that Barneys helped us, and now, let's pay it forward. It's time." This sentiment reflects the enduring legacy of Barneys and the desire to inspire and empower the next wave of fashion innovators.

The Enduring Allure of Barneys

Barneys New York had long been a fixture in the city's fashion landscape, a place where in-the-know shoppers came to immerse themselves in the latest trends and rub shoulders with the industry's elite. As a Vogue writer eloquently put it, "Barneys acted as a connective tissue in the New York creative scene. It was where in-the-know people went to shop… gaze at fantastic windows designed by Simon Doonan, and snack on french fries and Niçoise salads at Fred's." The store's closure in 2020 was a devastating blow to many, leaving a void in the hearts of fashion enthusiasts.

A Temporary Respite from the E-commerce Boom

The demise of Barneys, like many other iconic retail establishments, was largely attributed to the rise of e-commerce and the changing landscape of the industry. As Vogue noted, "its financial falters were a product of the e-commerce boom." However, the temporary revival of Barneys in SoHo offers a glimmer of hope, a chance for fashion devotees to experience the magic of the brand once again, even if for a limited time.

The Future of Barneys: Condos or Comeback?

While the Barneys pop-up is a temporary affair, the future of the brand's physical presence remains uncertain. Reports indicate that the vacant space on Seventh Avenue, once occupied by Barneys, will eventually be transformed into luxury condos. Yet, the resurgence of Barneys in SoHo suggests that the brand's legacy may not be entirely extinguished. The five-week event from September 5th to October 11th offers a tantalizing glimpse into the possibility of a more permanent Barneys comeback, should the demand and enthusiasm prove strong enough.