Well, Well, Well

At first glance, Madewell can be deceiving. The store's bright colors and eye-catching design give the impression that fast fashion has given birth to yet another trendy offspring. But Madewell Chairman and Chief Executive Officer Millard "Mickey" Drexler begs those who have made that assumption to take a closer look at the newest store to open at Fashion Show mall.

"We're definitely not (fast fashion)," Drexler said. "That's great for the sector of the market that wants things in and out quickly but they know they're not getting quality. Quality is a large part of who we are and what we stand for."

Hence, the name. "Yes, it's made well. There's a lasting quality to it," Drexler said. And even though the Madewell chain is part of the J.Crew family, the fashions bear few resemblances to their parent company's styles.

Where fast fashion tends to appeal to girls who tote algebra books with their handbags, Madewell was designed with someone more mature in mind. "We're looking for young women and girls," the CEO admits but "not the ones shopping in teenage stores."

The store's merchandise appeals to the young woman who has grown out of Forever 21 and Abercrombie & Fitch but hasn't quite made the foray into high-end boutiques such as Talulah G and C Level.

Madewell's simple designs, layer-friendly pieces, brave embrace of color and commitment to quality speak to that customer. She can stay loyal to her penchant for vibrancy while discovering the phenomenon of seasonless clothing. A blouse at Madewell can cost $100, but it can travel well to either the beach or the slopes (layered, of course).

The denim collection anchors the three other stores (Dallas, Los Angeles and Austin) and Drexler expects it to shine here as well. Prices start at $78 and run as high as $125. A wall of painted-on quotes from such reputable sources as a Lucky Magazine editor, an Elle employee and a loyal customer raves about the denim.

Madewell bases its denim collection on a core of four fits: Boyfriend, Skinny Low Worker, Rail Straight Leg and Bootlegger. Each will stay in the store year-round with styles such as wide leg sprinkled in from time to time.

Madewell's other prime players consist of Haviana flip-flops, Spring Court tennis shoes and Hunter Wellington boots, which will be available in Vegas this fall. All three are independent brands of Madewell but add to the simple but well-crafted theme of the store.

Aside from seasonless garments, scarves and denim, the store is peppered with items outside the world of fashion that give it a quirky character, such as vintage gum, make-them-yourself cameras and Tide to Go pens.

The Las Vegas store is heavy on the charm but according to Drexler, it's has nothing to do with Vegas and everything to do with his brainchild. "We'll bring to Las Vegas what we bring to every market," he said. "Something new, special, hip and cool."