LA-based contemporary brand Ella Moss just opened its first-ever freestanding store opening in Newport Beach, CA’s Fashion Island shopping center on September 2, 2011.

The 1,400 square foot space offers consumers the opportunity to shop all of the line’s feminine, playful collections – Ella Moss, Ella Girl and Little Ella – in a whimsical atmosphere designed to feel like a girl’s dream closet. The September store opening unveils the brand’s Fall collection along with a sneak peak at Holiday offerings. The assortment is an eclectic mix of casual and dressy pieces all created to be mixed and matched to achieve the brand’s signature “dress up a t-shirt/dress down a dress” look. Seasonal trends are laced throughout the line – feminine bits such as pleating and lace, faux fur and chunky knits as well as flowy printed chiffon frocks.

“The Ella Moss store opening is a dream come true for me”, says Pamella Protzel-Scott, co-creator and Creative Director of Ella Moss. “I’m thrilled to see the brand come to life in a unique and welcoming retail environment that will showcase the full spectrum of the Ella Moss collection.”

The Ella Moss girl is a modern bohemian who travels the world; or dreams about travelling the world. The store’s design reflects this sentiment by incorporating vintage finds and beautiful one of kind pieces from around the globe. Unique fixtures include a hand-made cast iron storefront clad in antique brass finish, a vintage Venetian chandelier and a marble and brass cash wrap. Nods to the label’s playful side include pops of hot pink throughout the space, a butterfly stained glass window and a partition wall inspired by Art Nouveau architect Victor Horta’s Maison & Atelier building. Additional elements hail from the UK such as decanter lights by British award-winning designer Lee Broom. The dressing rooms feature custom wall coverings by British wallpaper designer Karen Beauchamp in collaboration with Swarovski. The exquisite wall covering is a mix of flock, mirror-like foil and shimmery Swarovski elements.

ABOUT ELLA MOSS: Ella Moss is a contemporary brand featuring an ultra-feminine collection inspired by the modern bohemian lifestyle. The collection is comprised of silk chiffon dresses and tops in flirtatious prints plus knit tops, skirts and dresses featuring bold colors, whimsical styling and fashion silhouettes.  Founded in 2002 by designer Pamella Protzel-Scott, Ella Moss has evolved into a lifestyle brand – including ready-to-wear, swimwear, and outerwear – and can be found at EllaMoss.com and better department and specialty stores worldwide.

Like Haute Living Los Angeles? Join our Facebook page or follow us on Twitter @HauteLivingLA. Want Haute Living Los Angeles delivered to your inbox once a week? Sign up for our newsletter.