Haute Event: Luxury Shirt Maker Eton of Sweden Opens Madison Avenue Boutique

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Eton of Sweden celebrated a special occasion this week: the opening of the first ever U.S. flagship store. The opening of the new Madison Avenue home included the beauty and magic of the traditional Swedish Santa Lucia festival. The sounds of Swedish carols led by the traditional Santa Lucia Bride kept the Swedish and New York guests in holiday cheer as they tried to keep warm during the season’s first snowfall.

Among the guests was New York Rangers Swedish goaltender and three-time MVP Henrik Lundqvist, who joined Eton in welcoming guests to the celebration. Hans Davidson, Eton president and grandson of the founders helped the store open.

Other distinguished guests included members of Eton of Sweden’s U.S. team, Erik Wilkinson and Sara Olmeback, as well as authors Jay McInerney and Candace Bushnell. Elle Décor Editor in Chief Michael Boodro came to celebrate the opening along with the Wall Street Journal’s Marshall Heyman and Beauty Fashion’s George Ledes. Estée Lauder Group President John Demsey mingled with friends and notable New Yorkers Sharon Bush, Liliana Cavendish, George Farias, Somers Farkas, Lisa Anastos, Cornelia Bregman, Couri Hay, Sharon Patrick and CNN’s Robert Zimmerman. Renowned New York interior designer Alex Papachristidis also toasted to Sankta Lucia with Scott Nelson.

Proceeds from all sales made during the opening week of the shop went to Garden of Dreams, a non-profit charity that works closely with all affiliates of Madison Square Garden to help make dreams come true for children in crisis.

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