Our Story

Our story starts long before the facade you see now at 927 Royal. Stephanie Hirsh, master curator behind the eclectic No Rules Fashion, has woven pushing the boundaries of lifestyle into the fabric of her crazy, colorful, and ever-changing life here in The Big Easy.


Though not born and raised, Stephanie has spent the majority of her life in New Orleans. An eclectic, bohemian soul, embracing change, frenzy, and the unbeaten path… she was one of the first in the city to make consignment cool. Though many followed after, the legacy she created - Prima Donna’s Closet, first opened in 1996 and grew to over 4 locations - served as the guide that so many would follow after.

When Hurricane Katrina devastated New Orleans, it changed everything. Every single store was lost. She was faced with the heartbreaking decision… should she pack up and leave or rebuild?

She stayed put. And through the years, she, alongside many other dedicated business owners, worked to rebuild their beloved New Orleans.


In 2010, Stephanie opened Prima Donna’s Closet and Lagniappe for Men French Quarter. With tourists and locals alike - the store was a hit.

Though, never being one to get *too* comfortable… Stephanie started dabbling in curating her own small seasonal retail collections. Soon she discovered how fun it was and how much her customers enjoyed shopping her unconventional selections.

So in 2018, Stephanie shook it up again when she decided to take another chance and create a brand new concept within 927 Royal that would reflect her love of curating off-beat clothing with "no rules". No Rules Fashion completely embodies the chameleon spirit that enabled Stephanie to adapt herself time and time again.


We boast the most awesome, avant-garde staff! They are experts on making the magic happen.

Find us in the Lower Quarter and explore our latest offerings. Whether it’s an entire Goth ensemble, a sequin bodysuit for the next festival, a gossamer gown for a night with your coven, or simply to treasure hunt on a rainy day…



There is no place like The Big Easy and there is no place like No Rules Fashion!


no rules fashion shopping New Orleans costume masks Mardi Gras French quarter