The ADdress is a new department store at the American Dream Mall for beautiful, modest fashion. There are over 30 brands, each with its own space and look, with common fitting rooms and check-out. Most of the brands were founded by women who couldn’t find the stylish but modest clothing they wanted, so they created a brand themselves. For many, this is their first brick and mortar location.

A spectacular launch party on Monday, February 13 gave guests their first opportunity to see The ADdress, with a public grand opening held on Tuesday, February 14. Many of the founders were on hand to greet people and tell their stories. The Jewish Link will have an in-depth look at the brands in the March 9 Fashion Link issue.

By Bracha Schwartz