In February of this year, Rosie Assoulin opened her first brick-and-mortar store—something she initially planned to do in 2020 (and we all know how that story goes…). Now, six years later, her dreams are finally realized—though not in her native New York. Assoulin, whose operations are based in Manhattan’s Financial District, chose Palm Beach for her flagship store.
Assoulin fits right in down there. As if her fondness for vibrant colors and bold patterns wasn’t indication enough that she’d do well in Florida, her enthusiastic customer base confirms it. Loyal shoppers often stop by her Royal Poinciana storefront to show her the Rosie Assoulin clothing they already own, including ultra-rare pieces. (“We only made three of these; how did you get this?” she joked.)
Having an in-person clientele for the first time heavily influenced Assoulin’s design process. Now, with a bevy of real-life customers who were “very generous” with their feedback, she’s tailoring to their interests. Assoulin’s customers, she noted, expressed interest in the drop-waist silhouette. Et voilà, spring 2027 offered a kooky, voluminous navy, gold, and white striped ballgown as well as a buttery yellow silk take on the T-shirt dress with a handkerchief hemline.
Assoulin’s latest offering was geared toward the Palm Beach woman with a sense of humor. Perhaps the pinnacle was the “candy striper tulip” print, fashioned into a silky two-piece pantset that Assoulin herself is keen to add to her own wardrobe. Ladylike sets and dresses featured some element of intrigue, like the asymmetrical “bird on your shoulder” detail, or the watteau caped striped minidress.
But still, Assoulin always has a little bit of New York in her. A harder black neoprene recurred throughout the collection, be it as her practical take on an LBD with a mesh midriff panel, a classic pair of pedal-pushers, or a halter-neck gown whose sculptural ruffles were lined with a sweet rainbow floral pattern. It seems you can never really take New York out of the girl.
