First Look: The New Skirt

The Bryn Mawr Boutique Reopens With New Décor and New Designers

by Melissa Jacobs

Photos by Rachel McGinn

Skirt just got more fabulous. After closing for one month, the Bryn Mawr boutique reopened with a new décor and new clothing lines. Remodeled, rebranded and refreshed, the boutique looks chic, cool and sophisticated. It’s a welcome change for the 22-year old boutique founded in 2001 by Maureen Conallen Doron.

“I founded Skirt to help women look good and feel their best,“ said Doron. “After 22 years, it was time to double down on the Skirt experience, rebrand and relaunch another beautiful space for women to enjoy shopping, and to reflect that Skirt is a place where women find community.”

Skirt’s wall art created by Stephen Wilson Studio.

Architecture firm Kaycee Conallen Design completed a full floor to ceiling renovation. Custom wall art was created by Stephen Wilson Studio using Skirt bags from the last 21 years. Tom McGinnis of Phoenixville built custom tables and millwork and J. Hudyma and Sons General Contractors of Delaware County built illuminated nooks and shelving. The logo redesign and new branding was done by Two Paper Dolls in Wayne. The sleek wood flooring and carpet was sourced from Norman Carpet in Bryn Mawr, and Valley Forge Flowers in Wayne is supplying regular fresh florals.

Skirt’s expanded designers include Victoria Beckham, Lela Rose and Jason Wu.

In addition to its regular brands – Veronica Beard, L’Agence, Mother, Sablyn, Max Mara – Skirt now carries Joseph, Alanui sweaters, Juliet Dunn resort wear, Officine Generale, Victoria Beckham, DMN, Lela Rose, AMI, Blaze Milano and Jason Wu, among others.

Skirt’s new storefront.

Also new: Skirt Perks, a robust loyalty program that includes free alterations and trips to NYC for VIPs. Four clients will go to NYC Fashion Week to see the shows at Jason Wu, Veronica Beard, L’Agence and Ulla Johnson.

The new lines elevate Skirt, keeping it in sync with Main Line fashion. And the refresh comes at a good time. Doron closed her Center City boutique during the height of the pandemic, but business is booming in Bryn Mawr, and Doron will now focus her attention on the Main Line and in Stone Harbor, which is open July through Labor Day.

Skirt is located 931 W. Lancaster Ave. in Bryn Mawr.

What else is happening in the Main Line area? Read about West Chester Restaurant Week, Valley Forge Park’s new trails, and fashion advice from Main Line experts.

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