Cynthia Rowley Boutique on Wheels, Hamptons coming to So Cal

The Cynthia Rowley Truck

This scribe will admit...these Manhattan designers are onto something when it comes to a new way of retailing and reinventing a third fashion week and reviving a tired and neglected market.

Why have worn-out, vacation-starving fashion editors scrambling to a third fashion week when they're actually dreaming of craftans, tunics, bikinis and a sweet cocktail on the beach with the sand and surf.

Believe this writer, designers feel the same way. They're practical people. They, too, wish to wear resortwear specifically for the beach when the only time they have for the sand and surf is around late Spring flipping into early Summer. They can't fathom living out the traditional resortwear season the day after Christmas then ending it on New Years Day. Who, now a days, live like that?

So, not only are they turning Resort Season on its head by making it a week of beach-t0-bar/sand-to-street, these designers are bringing the shop to you.

Doing a riff on the popular food truck concept, they gutted out the kitchen and put a boutique on wheels, coming to you, at your convenience.

This shop on wheels has been around New York for a few years but didn't take off until now.

After Anna Wintour and her legion nod with approval right before Memorial Day, one of them, the Cynthia Rowley Truck is now taking the concept on the road. Folks in Miami, Atlanta, Houston and Dallas already experienced the shop on wheels.

This Friday, Saturday, and Sunday, the Cynthia Rowley Truck is sharing the love with OC (Orange County) at Fashion Island in Newport Beach, California. This location has a special ring for Ms. Rowley, she's a New York/Hamptons/Montuak Surfer Girl who recently designed a collection for Roxy and can be found only in a few select places such as Paris' Collette.

The truck will be parked at the Fashion Island valet (http://www.shopfashionisland.com/) between Macy’s and the Apple store, Friday, August 6 – Sunday, August 8. Shop hours are Friday and Saturday 11am - 7pm; Sunday 12pm - 6pm. The Sweets Truck (http://www.thesweetstruck.com/) will join the Shop on Wheels on Friday, August 6, 1 pm - 4 pm.

Inside the shop on wheels truck.

Shop on Wheels is a shipping truck converted into a sleek Cynthia Rowley store, with hardwood floors, a fitting room, printed-fabric wall coverings and Lucite fixtures. It carries the entire range of items in the Cynthia Rowley collection, including women’s clothing, shoes, bags, eyewear, jewelry, legwear, gifts and more.

When not stationed at Fashion Island, the Shop on Wheels will cruise California, from south to north, stopping at boutiques, private homes on appointment and surprise locations. Prior stops on the truck’s cross-country tour include Miami, Atlanta, Houston and Dallas.

Shoppers can follow the mobile store on Twitter and the Cynthia Rowley blog, or call or email to schedule a Cynthia Rowley party in their own driveway. The Shop on Wheels is a new way to think about retail, and for Cynthia Rowley to offer her customers the ultimate in service—the store literally comes to them.

Can't make it out to the truck? Have a party and need something extra special than goody bags?Call or email the Shop on Wheels, and a Cynthia Rowley stylist will do a private fitting at your home or office or an event.

You can follow the van on Twitter - http://twitter.com/CRowleyonwheels or the Blog – http://.cynthiarowley.com/content/.

To request the van for your event or party, you can reach them at Phone – 917-428-4430 and
Email – mobilefashionunit@cynthiarowley.com.

If you want to sniff it out before you commit, pay it a visit this weekend at Fashion Island, Newport Beach, Cali, from 11am to 7pm on Friday and Saturday then 12pm to 6pm.

Spread the So Cali Love.