Moosh owners offer sartorial tips for the holiday season.
Moosh, which means “mouse” or “cute” in Persian, ended up being the perfect moniker for Roya Reed and Julie Tracy’s Buckhead boutique. The two neighbors and friends opened their first outpost on North Highland Avenue in 2021 and their Peachtree Battle location in July. Reed is a former journalist, and Tracy is a former consultant and corporate fashion executive. Neither had experience operating a retail store before Moosh. “I think that has helped our success,” Tracy says. “We come at it from a consumer’s point of view as much as a business one.” The boutique stocks a variety of well-known and harder-to-find brands, including No.6, Alemais, Essentiel Antwerp, ba&sh and Hunter Bell. As they enter the busy party season, the two share how holiday dressing has evolved.
Super Silhouettes
Moosh’s Buckhead shopper has a full dance card, brimming with events, especially around the holidays. That doesn’t mean, however, that holiday fashion needs to be flashy, says Tracy. “Quiet luxury is still in play,” she says. “There’s still bling but less poof. It’s decidedly less feminine, and there’s more attention paid to tailoring and structure.” The silhouettes are more pared down. One of Tracy’s favorite archetypes for the season is what she calls “modern discoglam” with a subdued elegance.
Nostalgia Reigns
“The prints this season are very nostalgic,” Reed says. Her examples include elevated animal motifs and plaids. The color palette looks to the past as well. “Neutrals for holiday are warmer and richer, like burgundy and chocolate,” she says. “They make for an elegant monochromatic moment, or you can pair them with a bold seasonal color like saffron and emerald for impact.” She also loves suede to bring in rich texture.
Versatility for all Occasions
Shoppers now look for versatility in their purchases. “People want to buy something for a cocktail party and a date night,” Reed says. Value, no matter the price point, is important. “People used to buy a statement dress just for a party, but now they might think about how boots and a sweater can go with a skirt to become casual cool for every day, not just for one event. Everyone is getting more creative with how they dress,” she says. “The prototype of a statement dress for an event isn’t necessarily true now.”
Accessorize Accordingly
For Tracy and Reed, accessories are where personalities can shine through, regardless of whether one follows fashion trends. “How you accessorize really does depend on your personality,” says Tracy. If someone is to “hit the bling button,” however, this is certainly the time and place for it. “There are more options out there to play with and help you decide what you want your look to be,” Tracy says. Reed is more definitive about the season’s accessories. “What your mom used to buy is now cool, like oversized earrings with large pearls and chunky, geometric shapes in mixed metals. They lend ’80s nostalgia and glamour,” she says.
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