“Daydream” came to life inside Maxfield Thursday night in Los Angeles, where imagination met the scene. And the space was packed.
The immersive Nahmias pop-up is the latest expression from designer Doni Nahmias, who transformed the retailer’s Jean Prouvé Structure Nomade in the courtyard into a fully realized extension of his world.
Graphic cartoon screens played on the bold, block-lettered language of the Cartoon Network logo — reworked with Nahmias’ own original animations — while familiar ’90s references, including nods to “Johnny Bravo,” flickered across stacked monitors. Oversize crochet installations hung overhead, and an interactive vending concept invited guests into the experience, where a $100 token could be exchanged for a surprise accessory ranging from crochet dog key chains to silver jewelry.
“I just wanted to start having some fun again, because I was very stressed with building a brand,” said Nahmias, who launched the menswear label in 2018. “It’s not easy. So, I wanted to do something that was just very nostalgic and playful.”
As Nahmias spoke, friends rotated in and out of the conversation to greet him, with the likes of Kylie Jenner and Joe Burrow moving through the crowd. The atmosphere reflected the tight-knit community that has grown around the California-born creative, who was raised in Santa Barbara.
“It’s just nice reminiscing, because in my industry, at least, I’m very tunnel visioned and hyper focused and never really super present,” Nahmias went on. “So this whole collection and idea has allowed me to step back and reminisce and reflect and look back on times I was just super innocent and less stressed and more fun.”
The weeklong retail concept showcases the brand’s spring mainline collection alongside newly debuted fall 2026 runway pieces, shown in Paris last month, with relaxed tailoring, textured knits and elevated takes on athletic references. The assortment includes fine jewelry, highlighted by a collaboration with Hoorsenbuhs, and the Puma x Nahmias Suede sneaker partnership.
At the center of it all remained Mimi, Nahmias’ dachshund and the inspiration behind the crochet keychains, as well as the oversize installation positioned near the entrance.
“It really started when I decided I wanted to make my dog a giant keychain,” Nahmias said with a smile, recalling how the project began. “He definitely makes my days easier.”
The evening reinforced the brand’s growing momentum. Following the sold-out “Marty Supreme” collaboration with Timothée Chalamet and stylist Taylor McNeill, and with high-profile supporters such as Justin Bieber wearing the label, Nahmias continues to expand his reach beyond California.
“I’m trying to live in this moment,” he said. “I was thinking about that earlier. It’s always been a dream to take over the Prouvé at Maxfield. It’s a very big deal, respected in the industry. So I’m trying to allow myself to appreciate the moment and be grateful.”
