Barneys in the Bardo

Barneys New York Tulum
The truth is that the very proposition of Barneys—a 0.01 percent Manhattan-rooted department store-cum-brand with cosmopolitan taste—was going to be fundamentally unprofitable in the e-commerce era, no matter who managed the business. Photo: Courtesy of Authentic Brands Group
Lauren Sherman
April 28, 2025

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The ghost of Barneys New York haunted me on my recent trip to Tokyo. First, I ran into a guy on the street wearing a branded sweatshirt (he obliged my request for a photo). On my last day, I walked by the brand’s outpost in Roppongi, a fancy neighborhood where a lot of banker expats live when they first move to the city. It was too early for the store, operated through a Japanese partner, to be open. Standing under the awning—a relic of a 2011 rebrand to black from red—and a peek inside was more than enough. The ever-recognizable typeface was still being used throughout, as were the marble backdrops, reminiscent of luxury’s mid-2010s boom years.