Milly comes to the West Coast with pop-up shop

It seems ready-to-wear label Milly is landing on Sunset Boulevard soon. The contemporary fashion brand is setting up a pop-up at Fred Segal to help expand its exposure in the California market.

Currently, the brand has boutiques set up on the East Coast in New York City and East Hampton for the U.S. The company also has a widespread retail present with flagships in Qatar, Dubai, and Kuwait. This pop-up will serve as Milly's first attempt of expanding its brand presence on the West Coast. The New York-based brand's temporary shop will stay open for a total of six weeks, closing officially in May. The store will showcase Milly's spring and summer collection for 2018.

Established in 2000, the label will be highlighting elements of the brand's California-inspired designs. With the new Wildflower SS18 collection, the pop-up in Los Angeles seemed to be a natural step for Milly. The store has a curated exclusive capsule, as reported by the Fashion Network. The collection will range from approximately 80 to 700 dollars and is located at Fred Segal's West Hollywood location.