The Line is an online shop that is accompanied by The Apartment, it’s offline space, where shoppers to peruse the luxury loft and buy everything inside of it.

The Line is a new e-commerce site born from the mind of fashion stylist Vanessa Traina. But as opposed to your typical online retailer, The Line is highly curated, and focused on editing down to only the essentials of luxury. Along with the retail website comes The Apartment — its offline physical representation, but like The Line, The Apartment is anything but typical, rather it is a showroom that is set up to look like it is lived in by someone with a very good eye.

The space is a 3rd floor Soho loft, which has several rooms – including a living room, bedroom and bathroom – features all the designers from The Line in situ. JW Anderson clothings sit next to Prouvé chairs, and everything from artwork to knick-knacks is purchasable.

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