Lilith opened at 2029 Fillmore with music and dance.
“Fillmore is beautiful — the best shopping street in town,” enthuses Sharon Haag, who was a devotee of the French clothing designer Lilith even before becoming the manager of its new neighborhood boutique. “I’m so happy to be here surrounded by things I love,” she says.
Lilith opened over the Valentine’s Day weekend at 2029 Fillmore, aiming to suit women of many ages, sizes and body types. Its less expensive Lunn line offers basics. The upscale Lilith label provides dresses and separates with couture details — including a little black dress that’s already been wildly popular.
The space, formerly occupied by My Boudoir, was renovated and painted light and bright colors of ruby and ivory. The high ceilings were exposed. Unique dressing room doors were crafted specially for the shop, with minimal shelving and simple displays installed.
The Fillmore location is the only Lilith shop in California, although there was formerly an outpost in North Beach that later moved to Fourth Street in Berkeley. The other U.S. shop is in New York, with additional Lilith boutiques in Belgium, South Africa, Osaka, Tokyo — and, of course, France.
The boutique’s current line, now arriving in shipments every few days, is based on 1950s Havana. It’s heavy on taupes and corals, airy blues and rose and bold prints and florals. Many pieces are meant to be layered under T-shirts or over dresses or jeans.
“It’s fun to take things made of tulle and taffeta and dress them down — to use them with things you already have in your closet to make or break an outfit,” says Haag.
She says that heavy stretch linen and light cotton knits are meant to survive a day of work or travel. But a key to all the clothes is a sense of playfulness — hidden pockets, full flouncy skirts, reversible jackets, asymmetrical sweaters that can be worn either frontward or backward. Lilith’s line includes handbags. And the boutique also offers Trippen footwear and jewelry by Italian designer Maria Caldera, plus pearl and gold offerings by local designer April Higashi.
For Haag, it’s all in a day’s work: “We enjoy playing with our clothes — and helping others play in them, too,” she says.
“Fillmore has always been the go-to shopping area — and now there is such a renaissance going on with Yoshi’s and all,” says Haag. “It’s just a very exciting time and place.”
PREVIEW Lilith’s new Havana collection.
Filed under: Retail Report