Novelty by Anagrama
Novelty is a shopping boutique that retails casual apparel to chic young women with a taste for fresh, modern fashion. The shop started up as a project by Novelty’s partners once they returned from the exciting and ever-evolving New York fashion scene. The shop was to feature handpicked items that could be considered quirky and novel trendsetters, something you couldn’t find in any other shop, hence our choice for naming. Located in Calzada del Valle, a gardened boulevard inside the exclusive area of San Pedro, a suburb of the larger metropolitan city of Monterrey, Mexico, Novelty is the high-end fashion store of curiosity shops. Like its attire inventory, the brand is sober and feminine but has the ability to thrive among more eccentric elements, such as the watercolor marks in the stationery or the collage-like composition of its printed ad.