A sharp-dressed mix of fashion insiders and socialites were on hand Thurs. Oct. 13 to watch indie rockers Matt and Kim play the opening night of Moussy's first US boutique.
With the store's merchandise raised on pulleys, the Chelsea-based fashion popup (open through Nov. 27) was turned into a stylish lounge and impromptu venue for the evening. Hosted by Paper Magazine, publicity manager Janjay Sherman was on hand, greeting guests on the way in, and socializing throughout the evening. DJ Chelsea Leyland provided the backdrop as guests socialized over drinks, dropping hipster-approved tracks from artists like New Order and The xx.
After a fiery performance complete with crowdsurfing, Matt and Kim took time to discuss the final stages of promotion for their third LP (2010's "Sidewalks") and their plans for the immediate future.
"We had this big sync in a Bacardi commercial with 'Daylight' in it," remembered keyboardist/vocalist Matt Johnson. "With 'Sidewalks,' we never had that sort of exposure, yet it has grown our fan base so much."
Next week, they'll begin shooting a music video for "Good For Great" to wrap up promotion for "Sidewalks." Following a still-secret performance Schifino described as a "year end blowout," the duo plans to retreat to the studio in early 2012, self-producing their fourth album.
Confessed hip-hop junkies, Johnson also dropped an interesting story:
"Remember how T.I. got out of jail and took a tour bus to the halfway house? And for some reason taking the tour bus made him go back to jail? That was OUR tour bus!"
Also on hand was Margaux Caniato, representing the NYC-based agency VP+C, who organized the event (along with The Brand Union) to help build Moussy's brand. On selecting Matt and Kim, she commented:
"The theme of the brand is very rock 'n roll, so it was very important to have the right band. We wanted something that was indie, with an authentic vibe. They are very irreverent, raw, and genuine in their music"
During the show, Schifino quipped, "I think this is the closest we've ever been to a trio," offering a beer to a large graphic of a model behind the stage. Evidently, VP+C chose wisely.