Drew Barrymore has a soft spot for tradition. “I really appreciate the modern world, but I’m definitely an old-fashioned girl,” she tells WWD, a notion evident in her clothing brand Dear Drew, which launched on Amazon Fashion in October.
The 42-year-old actress has been working on the collection, which features women’s clothing, jewellery, loungewear, handbags, luggage and hair tools, for some time. Yesterday, she opened a beautiful pop-up boutique in New York to showcase the items.
Designed by her own Barrymore Brands’ design team, the vintage-inspired boutique has a classic, nostalgic mood, echoed in the timeless garments hanging from the racks. The space is comfortable and warm, which Barrymore says was intentional. “We really wanted this to be a space you want to hang out in,” she explains.
Couches, a champagne and tea service, and personalised decorations including an inspiration board aim to relax and inspire shoppers. “I think trying on clothes can be a raw and horrifying experience,” Barrymore admits, saying she wanted the store to feel homely. To ensure she succeeded, the star used furnishing from her own home – including a bed from her children’s playroom.
There is also a travel theme to the boutique, with vintage maps, suitcases and globes scattered around the space. “You don’t have to leave home to be worldly,” Barrymore says.
The clothing reflects this statement, with classic styles reinvented for the contemporary woman. There is a distinctly feminine feel to the apparel, with flowy dresses and skirts, drapey blouses and delicate knitwear. The accessories range from envelope bags and bold broaches to quirky earrings and curling irons.
One of Barrymore’s key fashion tips is to remember the accessories. “As a woman, I forget to accessorise a lot, and I can’t believe what a difference it makes,” she says. A focus on quality over quantity is also important. “I’d rather be smaller and last longer, then be out of the game like lightning,” she says.
The actress hopes the range is a success, declaring “My dream is that we can’t keep s–t in stock. We want to sell out.”