Sophia Amoruso Opens First Nasty Gal Store And Features Controversial Shopping Bags [PHOTOS]

Sophia Amoruso, founder and chief executive officer of Nasty Gal, opened her first brick-and-mortar at 8115 Melrose Avenue.

"I can't believe I'm standing here. Is this really my store?" Amoruso asked the circle of staffers who were surrounding her two days before the grand opening. "It's magical."

Amoruso speaks to WWD regarding her new store:

"There will be a level of service in the store that doesn't really exist in other places where you can shop for accessibly-priced fashion," she said. "At the very bottom of it, that is what we're doing, and having the fitting rooms central really speaks to that. It's not like a long hallway of tiny rooms that's 'get 'em in, get 'em out.' It's a fun experience that forces service to each room. It's our job taking care of the customer and whatever that entails, whether it's getting another size or keeping the store clean. There's nothing I wouldn't do in this store and I hope that's how the team works."

Amoruso is the first to admit she's got a lot to learn about brick-and-mortar retail.

"I'm learning a whole new skill set from this experience; it's a challenge for sure," she said. "Like, there's no time lapse between the time a customer asks a question and the time you answer it. I've always had the luxury of articulating exactly what my response would be via e-mail, but now the response has to be in the moment and still make someone happy and give them what they want."

In true Nasty Gal fashion, the store designed shopping bags that are borderline NSFW. StyleBlazer reports, using an image shot by photographer Doug Rickard and with the design inspired by their Instagram page, the bag is turning heads because of the risqué semi-visible nips. Jezebel makes comparisons to Abercrombie & Fitch's shopping bags that prominently feature shirtless men.

WWD reports, there is still a corner to be built out that will carry tech accessories, magazines and books, as well as a 1,000-square-foot back building that will eventually become a shoe salon (Shoe Cult and other brands are displayed on the triangular concrete steps at the back of the store).

Amoruso also envisions starting another company.

"Only if it was complementary. I don't want to distract from Nasty Gal because there's a lot of runway ahead of us to figure out. Maybe someday, if it's part of Nasty Gal, but I don't plan on going anywhere."

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