This Former Vogue Editor Opened Her Own Store

Why Emily Holt packed up her Dries Van Noten, left New York, and opened a boutique in San Francisco.

By: Emily Ramshaw
Styling: Emily Ramshaw
Photography: Anna-Alexia Basile

“What do you do after Vogue?” It’s an apt question when working at the magazine means, well, just about everything for anyone who wants to work in fashion publishing. And it’s one that Emily Holt asked (rhetorically) when we visited her at her apartment in San Francisco earlier this year. What, indeed?

Well, if you’re Holt, who was Fashion News Editor at Vogue for four years and before that, Eye Editor at Women’s Wear Daily, you move to San Francisco (she grew up close to the city) and do what you’ve always fantasized about: open your own store. Which is exactly what she did, opening up Hero Shop, a boutique in the city’s Tenderloin district that sells everything from San Francisco-appropriate (read: approachable) brands like Levi’s and Vans to more, uh, Vogue-y labels like Rosie Assoulin, Gabriela Hearst and Rosetta Getty. (We went, and trust us, the loot available at Hero is truly excellent.)

And while the store is something you might expect out of a former Vogue editor (it’s also the place to go to outfit a chic coffee table or credenza with books and stylish tchotchkes), rolling up to the her home, however, was another story. The leap from a Union Square apartment doesn’t get much bigger than to a pied-à-terre literally right on the beach, the Pacific Ocean waves audible from inside. If that wasn’t dreamy, when we got inside, treasures from years of attending Paris Fashion Week (and Holt’s favorite, the city’s Dries Van Noten store) were waiting for us.

Click through the gallery to read about the first piece by Dries that Holt ever discovered, the Dolce & Gabbana dress that makes her feel like Rizzo from Grease, and how she actually made Hero Shop happen. Also, shop her style here.