Luxury fashion is the key market being targeted by retailers this month, with a range of fashion and accessories brands launching new stores in New York.

Sophistication and elegance are a popular style for some retailers this month, who are using understated design and minimalism to better juxtapose their collections. Other retailers, however, have chosen colours and designs that match products, or feature the items amongst other works of art.

Many are occupying historic New York buildings and working with the style of the spaces, finding ways to incorporate and expose architectural elements. This adds authenticity to the stores, which seem more part of the makeup of the city.

Finally, one retailer is making use of combining localisation with its own background, ensuring that there is both familiarity and novelty for consumers.

Take a look at the best new retail we have found in New York this month.

Image credit – Antonio Marras

Antonio Marras, SoHo

Luxury fashion designer Antonio Marras launched its new flagship boutique in New York.

The store is located within a historic building and includes original elements of the architecture, such as exposed brick and cast iron. These aspects have been combined with a curated selection of Italian furniture, including items by Mario Bellini and Carlo Mollino, and a display dedicated to artist Maria Lai. Additionally a deconstructed loom greets customers at the entrance, paying homage to the skill.

Further into the store is a space underneath a skylight that resembles a greenhouse, decorated with plants, rugs and ceramics. The brand’s products are juxtaposed amongst the traditional and contemporary elements throughout the store, blending fashion, art and history.

Manière De Voir, SoHo

UK fashion brand Manière De Voir has opened its latest store in the US, its first store in the country.

Finding a location was initially challenging, but the brand managed to find a space at 521 Broadway. The space blends dark wood panelling with pale wood flooring, curved archways and furniture, and cream walls, giving a sophisticated, minimalist feel.

Gold and wooden fixtures and fittings are dotted throughout to display the brand’s women’s and men’s collection, with elegant seating available for customers to relax while shopping.

Image credit – Luckin Coffee

Luckin Coffee, Manhattan/Washington Square

Launching two stores this month is Chinese coffee brand Luckin Coffee.

These new stores mark the brand’s entrance to the US market, and it has picked spaces that see regular high traffic. It has also made sure to include localisation, such as offering popular coffee varieties like lattes and Americanos which are familiar to American consumers.

Alongside this, customers will also be able to try flavours popular with Chinese consumers, such as the Velvet Latte and Coconut Latte. The brand is additionally offering a range of cold brews and the Refreshers series, with flavours like blood orange and raspberry.

Visitors using the app will be able to order online to collect in store and additionally can take part in promotions and giveaways, such as exclusive merchandise, discounts and free coffee competitions.

JW Pei, Soho

Vegan designer brand JW Pei debuted in New York with a pop-up store open until December.

The pop-up has a very feminine look with pale pink tiled walls and rounded pink display stands, to display the brand’s new range of ready-to-wear products. A large pink rose is featured in the window display, mirroring the brand’s collection of dresses, which features intricate embroidery and appliqued flowers.

The brand is popular for using recycled and vegan materials and is coveted by celebrities like Megan Fox, Selena Gomez and Hailey Bieber.

Customers visiting the store will be able to try on the new collection as well as access exclusive items and releases of new colours.

Image credit – Thom Browne

Thom Browne, Madison Avenue

Another arrival in New York is luxury designer Thom Browne, which launched a store for shoes and accessories – a first for the brand.

The store is designed to match other spaces by the brand and an altered version of the designer’s favourite restaurant, the Four Seasons. The space includes elegant travertine and a collection of furnishings to match the area.

Customers will be able to find a collection of fun animal bags, including dogs, pigs, bears and sheep, as well as the popular baguette bag, in a variety of styles. A selection of retro styled shoes including wingtips, brogues and trainers are also available.

Staff are on hand to find clothing from the adjacent flagship for shoppers looking to put together a complete look.