Dries Van Noten may have stepped away from the runway, but he’s certainly not slowing down. While the fashion world adjusts to his absence from the catwalk, the Belgian designer remains hands-on with the brand he built—now turning his eye toward retail spaces.
Since the beginning of this year, Van Noten has been deeply involved in crafting the aesthetics of five new store locations around the world. Among them is a fresh, modern boutique that just opened on Hanover Square in London. But the newest crown jewel in his retail expansion is in New York City, tucked into the stylish landscape of Mercer Street in SoHo.
“It’s been busy,” Van Noten says with a smile during a Zoom call from his home in Antwerp. That might be an understatement.
The New York store has been welcoming guests for just under 48 hours, yet it’s already drawing attention for its refined and artful interior—reflective of Van Noten’s signature blend of opulence and restraint. Known for mixing textures, colors, and eras with an effortless hand, the designer brought that same sensibility to the layout and décor, crafting a space that feels more like an intimate gallery than a commercial retail floor.
“It’s important for me that every store tells a story,” he shares. “Each one is a little different, a little bit personal. It’s not just about selling clothes, but offering an experience, a feeling.”
Van Noten’s move toward immersive retail aligns with a broader shift in fashion—where storytelling, authenticity, and atmosphere are becoming just as important as the garments themselves. His choice to remain closely involved in this next chapter shows that while he may no longer design every collection, his fingerprint is still very much on the brand.
A sixth store is also in the works, set to open this fall in Milan. With each new location, Van Noten continues to shape his legacy—not on the runway, but through thoughtful spaces that echo his decades-long career of quiet innovation.
And though he may be speaking from Antwerp, his vision continues to stretch across continents—anchoring his aesthetic not only in clothes but in the very walls that hold them.