Welcome to “Betsey World.”
Betsey Johnson and Shopify have teamed up to host a three-day New York City pop-up in support of the Elton John AIDS Foundation. From Friday through Sunday, customers can step into the Betsey Johnson pop-up at Shopify SoHo located at 131 Greene Street in New York City.
Reflecting on what it means to have customers shop in person again, Johnson told WWD, “Oh my god, I love it. I really missed it. I miss watching girls try things on, not just click a button. Seeing what they pick, what makes them feel like themselves — that’s the fun part.”
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The space has been reinvented as “Betsey World,” an immersive, dreamlike take on Johnson’s inner world, showcasing her creativity and artistic legacy. Inspiration comes from her personal art archive and decades of creative expression. The pop-up’s series of immersive environments include an Art Gallery, Locker Room, Bedroom and Floral Dreamscape, with each mirroring a facet of Johnson’s imagination and creative journey. Original artwork will be available in addition to a curated capsule featuring apparel, handbags, shoes and jewelry inspired by the art. (The colorful Kimmy combat boots featuring Betsey’s signature hand-drawn faces are the designer’s favorite shoes in the collection.)
Johnson continued on the topic of welcoming customers in-store again: “And now with all my paintings in there, it feels different. It’s more personal. Like you’re stepping into my world a little bit. I never wanted stores to feel like shopping and they never were! It was more of a hangout spot that we sometimes sold dresses at. And this finally feels like that again.”
The pop-up was celebrated with a launch event on Thursday night cohosted by Julia Fox. Johnson described why the actress and model was the ideal person to take up that duty, saying, “C’mon…she’s so Betsey. She’s sexy, she’s crazy, she’s fearless, she’s honest. She’s a single mother, she’s hilarious, she takes risks. She’s totally my girl!”
Johnson even shared a little secret about Fox with WWD: “I’m not supposed to say this, but when she told me she used to shoplift from my store, I just think it’s hilarious. I always just wanted girls to take something with them, whatever they could.”
Betsey Johnson also recreated Fox’s favorite look from the designer’s fall 1997 collection specifically for her — “her runway dream come true,” Johnson shared. The designer said ahead of the event, “I can’t wait to see her in it! I hope she upstages me!”
This is Betsey Johnson’s second consecutive year partnering with the Elton John AIDS Foundation, with the brand already having donated $150,000 through the partnership. This year, one dollar from every purchase in the collection, including the pop-up and from select styles online, will go toward the foundation’s mission to end AIDS globally, in alignment with Johnson’s belief that fashion can kindle emotional connection and create meaningful impact.
“I’m incredibly proud of this continued partnership with the wonderful Betsey Johnson,” said Elton John, founder of the Elton John AIDS Foundation, in a statement. “Betsey has always championed individuality and self-expression and her unwavering commitment to our foundation’s work in the fight against HIV and discrimination means the world to us. Together, we’re building a future where everyone can live authentically and without fear of LGBTQ+ stigma.”
As for spring trends she’s excited about, Johnson said she doesn’t follow trends and never has.
“I love being entertained by how people dress. You can spot someone and know they’re having fun with clothes, and I love seeing that,” she said. “When someone walks in and I think, ‘Oh — she meant to do that.’ That’s the best.”
“Minimalism…I don’t understand it. Why be boring?” Johnson continued. “Put something on, then add more sparkle, more petticoats, more color. More is more and more is better!”