Casual Cool in River North
“We look for lines that no one else in Chicago carries, like the smaller designers in Europe and the States,” says Tamara Chaponot, owner and fashion mastermind behind Clever Alice, one of the chic-est spots in the River North’s hip gallery district. “We love to educate customers about a new line – who is designing it, where they are from, and what their inspirations are.” Most of the labels found in Clever Alice can’t be bought anywhere else in the United States.
The name “Clever Alice” was taken from a children’s book that she found in France, and the merchandise befits its namesake by being both demure and a little provocative at the same time. 
These are clothes for a woman who is not necessarily trendy, but wants to be feminine and chic while remaining comfortable. “We love it when someone who is unfamiliar with boutique shopping or just doesn’t like shopping at all comes in.”
Tamara and her staff enjoy working one on one with their customers, and “showing them that shopping can be fun, social, and enjoyable – and that they can afford boutique shopping! We love to build their confidence and show them how to wear things that they thought only ultra-skinny people could wear.”
Regardless of the current season, the merchandise at Clever Alice is chosen with careful attention paid to the adaptability of each garment. “The number one rule we follow is that each item has to work for more than one season. Versatility is key, thanks in part to Chicago’s extreme climate changes.”
In addition, the shop looks for high-quality pieces that are fashion-forward but not too out there – longevity is more important than being a slave to fashion. The cost also matters, because “we don’t want to make our prices so unreachable that no one can afford to shop here.”
Recently, they’ve done really well with colorful dresses, particularly bright yellows and purples. “It’s definitely the season of the dress, but there’s really something for everyone – we’re stocking both skinny and trouser jeans, as well as full skirts and pencil shapes,” maintains Tamara. “Fabric is also more important than ever – there are so many wonderful soft fabrics out there that feel good when you wear them. We look for materials that don’t require dry-cleaning – I’ve found that most people prefer easy luxury, and that means wash-and-wear clothes.
“Shorter hemlines and tunic shapes cut way above the knee are newer silhouettes that people really like,” Tamara says. “They’re easy to layer, and they work with the cropped or skinny pants that are also popular. Also, everything right now has pockets, which is perfect for my customers who want easy, comfortable clothes that still look tasteful.”
Clever Alice first opened its doors twelve years in Lincoln Park. “I’ve worked in retail since I was seventeen and always wanted to have my own store,” says Tamara, “and I was determined and lucky enough to make it happen.”
After eight years at that location, however, she realized that her shop could really thrive in a downtown environment, so Clever Alice moved to the corner of Franklin and Chicago in River North.
“I like the overall vibe of the neighborhood – architecturally, it’s much more urban than other areas of Chicago. And a lot of my customers started moving here!”
Judging by the popularity of her shop with the hip young professionals in the area, Alice made a clever move indeed.
Clever Alice is located in River North at:
750 N. Franklin St.
Chicago, IL 60610
312.587.8693
www.cleveralice.com
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SeeMore Shopping Contributing Writer – J. Zenn.
We recommend checking with stores for product availability. Suggested prices may change without notice. SeeMore Shopping strives for accuracy, but is not responsible for errors or omissions.
Editorial content is independent of paid advertisers. SeeMoreShopping incurs all expenses associated with reviews. Publ. 05/07.
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