NYC & LA FOR WORK AND PLAY.
We love traveling and coming home with all the inspo.
ARRIVING IN LA
Our USA adventure began in LA; The City of Angels, where our Co-Founder and the team arrived full of excitement after a long flight from Brisbane, Australia. We checked into the iconic Sunset Tower Hotel and headed straight for celebratory cocktails at the Sunset Bar. The next day, we were immersed in creativity, wandering down Melrose Avenue and exploring the city. We also visited our hand-painted mural (a very proud moment!) before ending the day with an Italian dinner at Gjelina. Day three was all about prepping for the Gifting Suite – steaming garments, buying fresh flowers and finishing the setup before enjoying a relaxed Japanese dinner at a local recommendation nearby.
LA GIFTING SUITE > ONTO NYC
It was then time for our activations, where we hosted over 80 editors from publications such as Harper’s BAZAAR, InStyle and Who What Wear, celebrity stylists, friends of the brand and creators over two days. It was amazing to showcase our upcoming collections, connect with our incredible community and capture some beautiful content. The next day, we squeezed in a final breakfast by the pool before flying to NYC, where we checked into The Ludlow and enjoyed a casual dinner in the Lower East Side.
ON THE GROUND IN NYC
Our first full day in The City That Never Sleeps began with breakfast at Jack’s Wife Freda, followed by a tour of The Mercer for our next Gifting Suite. We spotted our billboard on Spring St, had lunch at Sartiano’s and spent the rest of the day soaking in the sights before dining at Lucien. Day eight was a mix of vintage shopping and designer stops, with breakfast at Sant Ambroeus, a falafel pita lunch on the go and an authentic Thai dinner at Somtum Der. Day nine took us to Brooklyn, where we explored vintage stores like Awoke Vintage and Beacon’s Closet, had sushi at Sugarfish and wrapped up with wine at Casseta before dinner at Balthazar.
EVENT PREP
It was then time to start prepping for the NYC activation – starting with a quick coffee, followed by a run to the flower markets in Chelsea for fresh blooms and brunch before setting up at The Mercer. We brought in our own custom furniture and racks from our friends at fform to transform the space and make it authentically VRG GRL. We prepared our exclusive VRG GRL totes with our favourite products for each guest, including Stila, Le Jolie, Bondi Sands, Beauty Blender, Too Faced, Cendre, Soda Shades, Mish Mish and Joanna Vargas. The day ended with drinks at The Ludlow Hotel Bar and a Greek dinner at Kiki’s.
NYC GIFTING SUITE
Day eleven marked the first day of the NYC event, introducing guests to our latest collections. The next day was equally exciting, and after another day of back-to-back appointments, we celebrated with a final dinner at the hotel and reviewed the amazing content we’d captured during the trip.
WE’LL BE BACK, USA
Our final day ended with a farewell breakfast before a last-minute shopping trip, packing our bags and heading to the airport. Our time in the USA was filled with inspiration, creativity and incredible connections – we’ll be back soon, USA!
