Westman Atelier and ShopMy Turn Affiliate Picks Into a Three-Day New York Pop-Up

The pop-up opens Friday and runs three days, marking the first time the two partners have moved their collaboration off-screen and into a physical retail setting. It coincides with New York Fashion Week and the launch of the brand's Suprême Bio-Complex Liquid Foundation.

Visitors will be able to shop items drawn from the product recommendations founder Gucci Westman curates on ShopMy, including the weighted Omorpho G-Vest and Leset's $78 T-shirts. Shade matching for the new foundation is also part of the programming, along with a neighborhood walk led by pilates instructor Ashley Patten.

Westman has worked with ShopMy since the platform launched in 2020. Her shopping selections, among them Khaite boots and Loro Piana cardigans, gave early credibility to the then-emerging company, which has since reached a $1.5 billion valuation.

ShopMy president and co-founder Tiffany Lopinsky framed the appeal of that kind of understated endorsement bluntly. "The people who are the best at selling are the people who aren't trying to sell," she said.

Westman herself is modest about her standing as a tastemaker, though she acknowledges fielding regular questions about her personal style. She said the ShopMy tie-up is a way of embracing that interest, adding that she likes the fact that Westman Atelier reads as a lifestyle brand rather than strictly a cosmetics label.