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Rebecca Minkoff is coming to Soho this fall.
The brand is set to open its first store downtown and will introduce two new California locations by 2015, according to CEO Uri Minkoff.
"This is the first step in our big U.S. expansion. We are particularly interested in starting in those markets to continue our ongoing conversation with our millennial customer in a retail setting," said Minkoff.
To propel its strategy, the women’s line has cast Langley Fox Hemingway, great-granddaughter of Ernest, as the face of the fall '14 collection.
The designer said model and artist Hemingway personifies the Rebecca Minkoff girl.
"I wanted to have Langley star in our ad campaign the second I met her. She [is] someone who is talented, confident and exudes a sense of personal style," she said.