A COMMON THREAD — GIRLY WITH AN EDGE
Elaine Chao brings her own simple, breezy elan to new Bay Area e-tailer A Common Space.
Having worked on similar ventures for a luxury-goods company in Shanghai, Chao and her co-founder, Stanley Yang, have a discerning eye for quality and style. They named the site for their customers, who tend to share a common fashion philosophy. “It’s not for someone who’s too girly-girly,” says Chao, sporting a very 1990s frayed denim top. “It has a masculine edge for a girl who might mix boyfriend jeans with a loose blouse.”
Items on A Common Space range from $25 to $300 and run the sartorial gamut from a sleek mustard-yellow turtleneck to a billowy white linen tank top. Chao and Yang require that pieces have good stitching, quality construction and elegant details, like an unexpected blue button or a shimmering collar. The goal is to offer clothing that has staying power beyond just a season or two, which is why the online store’s palette is a neutral blend of sky blues, whites and denims — with just a touch of on-trend florals and quirky patterns.
“I try to pick pieces that I would wear,” says Chao. “I love that French girl vibe. They look really effortless and never too polished. They have a rough edge that I find really appealing.” A Common Space’s well-edited seasonal look books suggest ways to wear its items, infused with a California streetstyle vibe.
The summer look book pairs airy pastels with minimalist white tennis shoes and sandals befitting its sand and palm tree-laden Venice Beach backdrop. “I just want to inspire girls, even if they don’t buy anything,” says Chao.