South Moon Under Opens in Westport

Shoppers in downtown Westport can add a new destination to their fashion GPS.

Photograph: Ann Quasarano

South Moon Under, a high-end women’s apparel boutique, opened its doors on Thursday in Klaff’s former Post Road location. At a ribbon-cutting ceremony attended by First Selectman Jim Marpe and Heather Cavanaugh, Executive Director of the Westport-Weston Chamber of Commerce, visitors were invited to browse the shop’s eclectic mix of women’s clothing and accessories from brands like Marc by Marc Jacobs, House of Harlow, J Brand, Sam Edelman, and other well-recognized names.

Founder Frank Gunion said he chose Westport as the first Connecticut location for South Moon Under due to the beauty and “sense of place” that Westport offers. “With only 22 stores over 45 years, you can see we aren’t focused on big growth. We want to be in places where we can offer something meaningful to the customer, and candidly, where it will feel good for our staff,” said Gunion in an interview.

With a nod to its humble beginning as a tiny surf shop on the Maryland coast, the shop has an inviting, beachy feel. Cherry lattice panels line the walls and provide warmth while the high ceilings, high efficiency lighting, and polished cement floors reflect the brand’s modern sensibility and commitment to eco-consciousness. A well-curated mix of casual, contemporary apparel includes floaty boho dresses, billowy silk peasant tops, swimwear, and a selection of premium denim. A sunny niche towards the rear of the store houses a well-edited shoe selection and office-worthy dresses, skirts, and tops.

“South Moon Under is looking forward to bringing its unique, handpicked, and hard to find selection of clothing and accessories to the women of Westport,” said VP of Sales and Marketing, Gage Lester. “We are looking forward to introducing our one of a kind customer service program to the community! We are known for being able to provide an unexpected experience and a unique selection of clothing. Even as we continue to grow it is important we remain true to the values upon which our company was founded over 45 years ago,” Lester explained. 

South Moon Under plans to host a grand opening event at a yet unannounced date in late April that will feature a live DJ, House of Harlow trunk show, giveaways, light bites and cocktails.

South Moon Under

14 Post Road East, Westport



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