Mills
A unique fashion destination in downtown Halifax since 1919. This boutique department store offers classic and contemporary fashions, beauty products, …
Johanna Galipeau, Twisted Muse
Totally twisted
By Laura Phillips | Sep 3, 2010With a grandiose staircase leading the way, Twisted Muse is the premiere boutique within Mills Brothers new upper level. Store owner Johanna Galipeau first gripped the downtown style scene with Sweet Pea Boutique’s girly fashions. Twisted Muse, however, has a decidedly edgier urban-cool vibe.
The boutique is a fresh addition to the Mills house—more apt to draw from street style than haute couture. Woolen boyfriend blazers, lace dresses, outerwear and studded shoulders provide a tasteful marriage between current and classy. From statement pieces to the basic tee, there is an emphasis on color, texture and the structurally sound to encourage shopping stamina.
Staying fluid with Sweet Pea’s eco-centricity and eye for Canadian labels, Twisted Muse has grabbed some new names to up the ante. The Montreal label Lustre combines rich fabrics with simple cuts to portray understated elegance. Halifax’s own Katrina Tuttle is designing new looks for the store and coveted design houses Pink Martini and C’est Moi make their Halifax débuts. Its all a deep sea of chiffon, silks, suede, cotton and careful hues to bring the belle into a whole new ball. The Twisted Muse girl is one who looks for the chic side of comfort, with original, highly selective pieces.
Luckily for the masses, modest prices are a priority. “I’m really striving to balance quality and contemporary fashions with the affordability factor,” Galipeau says. She handpicks unique vintage pieces from Montreal with minimal mark up. A small assortment of butterfly sequin tops flew off the racks on opening day, priced at $39 each. A rotation of clothing, shoes and accessories and new product come in daily.
The store itself shifts between organics and Parisian flair: neutral palettes and fresh flowers provide easing sophistication, while customized furnishings allude to rustic tones of home. Its all about the little details. “Everything in the store is intended,” Galipeau says. “The changing rooms are made from revarnished plywood, the cash desk is constructed out of old wharf boards, and we’ve made original wallpaper prints, wooden tables and clothing racks. Its been a lot of work and a long time coming.”
Personal touches are plentiful. Each change room is its own artistic experience, with workings like the top-to-bottom wall of vintage keyholes. From a retro stereo to displays of old records and painted brick pillars, the store avoids consumer glare with the work of heart and homemade.
With its downtown perch comes a merging of interests. Mills extends itself into a wider demographic as Twisted Muse encourages a younger clientele and lower price-point. The department store has always catered to luxury brands and the majestic of high fashion, and it’s with zeal that Halifax’s longtime retailer explores new realms.
It is the first in what will become known as “Shops at Mills.” Complimentary boutiques and services to mirror the brand’s prestige, this second tier will add dimension while remaining cohesive to Mills as a whole. Moira MacDonald is marketing and communications director with Micco Companies, which owns Mills. “Mills envisions the next generation of ‘classic lady,’” she says. “With expanded shopping and service opportunity, we see this as a great way to further our clientele’s premier retail experience, while reaching out to a new demographic.”
Always an emphasis on classic taste, the department store brews an eclectic mixing amongst clothing and beauty to keep the next generation looking sharp. New business additions remain mum, as the company is yet to unveil its plans.
As quiet renovations at the Mills house trickle on, Twisted Muse is the ideal break into new ground. Galipeau’s idea to open a second clothing store of edgier merit has been a longtime hope, and after months of planning, building, and acquiring, the vision translates with grace.
Not only does the store flow within its up-scale confines—it also adds a new climate to Halifax shopping. Galipeau has the foresight for fashion beyond cute clothes, with the ability to provide fresh looks for anyone from the college girl to young professional. The store’s emphasis on casual is fuelled by romantic tendencies and a humble price range.
Fall fashions? Expect unruly successions of pea coats, footwear, fluent camel hues and velvet leggings to make life good again. A plush line-up of bags and full sleeves to layer up the dark days give customers the option to explore separates and/or complete head-to-toe looks.
Fans of both Sweet Pea and Mills can find lots to love about the new shop, as elements from each shine through. However; with darker callings and a hint of grit, Twisted Muse brings a new persona to downtown shopping, and is a sure destination for solid lady looks.
We travel to Halifax regularly ….. this is the first place I will browse !!
neat review.
Wendy