While children’s fashions emphasize comfort and quality fabrics, they’re often inspired by what adults are wearing, too. With everything from matching sets to exclusive prints and collaborations, kids’ styles are not an afterthought but a category with its own prestige.  

English Rabbit at 9412 Brighton Way has become a destination for discerning parents seeking the extraordinary. Inside, racks are lined with pieces from the world’s most exclusive children’s designers—think seasonal couture, stacks of Fendi shoe boxes, and a variety of miniature Chloe and Dolce & Gabbana handbags. 

“Parents value brand names, trends, quality, and they’re still price conscious, even though it is Beverly Hills,” Kelly Dowdy, owner of English Rabbit, told the Courier. The store caters to newborns up to size 14, with mixed brands, price points, and styles. 

“Kids’ fashion is usually a season off from what’s happening in women’s, so it tends to follow pretty closely what’s happening in adult fashion,” Dowdy said. “And I buy things that are close to that, and it doesn’t look like tie-dye and tutus.”

The most popular items are high fashion and contemporary pieces, including those from Off-White, Zimmermann, and Self-Portrait. “We carry Marni Kids, and when people come in and see that direct takedown from women’s, and that it’s stuff they have, they get excited,” Dowdy said. 

For baby essentials, MarMar Copenhagen is a frontrunner, since the brand is known for using high-quality fabrics for long-lasting wear. Onesies, rompers, dresses, and more formal first birthday dresses are also big in that department. 

“Fendi has done really well, and that’s kind of where people splurge and will buy a statement piece that’s really expensive.” 

One of the pricier items at English Rabbit is a $2,292 Fendi dress for baby girls, made of light pink organza with colorful florals embroidered throughout and an airy silhouette. Dolce & Gabbana’s classic floral and butterfly print dresses are also among the most popular specialty garments for girls. For boys, shirt jackets from Bonton and reversible puffer jackets from Stella McCartney do very well. 

Many people splurge on luxury kids’ items, particularly when gifting, and presents like $295 Christian Louboutin crib shoes create a show-stopping baby shower moment. “It’s fun buying a child their first Louboutins, which the parents probably wouldn’t do because it’s not a necessity,” Dowdy said.

English Rabbit offers styling services, too, because many of their clients shop remotely. Each store associate is trained on how to put together outfits, as well as blend brands. “One of our top customers has only been into the store once,” she said.

“I think retail has been really challenging for a lot of other industries within retail, but ours has continued to grow,” Dowdy said. “I think during hard times, people find joy in spending on kids and still having that outlet to shop. So, we’ve filled that need during the past few years of ups and downs with the economy.”

A few blocks west, at 9631 Brighton Way, stepping inside the Bonpoint boutique feels like crossing the Atlantic without a passport. As one of the few French couture brands that’s dedicated almost exclusively to children, it’s known for timeless silhouettes in whisper-soft cottons and blossoming patterns. Since its inception in 1975, Bonpoint has collaborated with British design house Liberty, using their iconic floral prints and signature Tana Lawn patterned cotton fabrics.

“Our attention to detail, from hand embroidery to the use of the softest of fabrics, the clothes are all designed with the children’s comfort in mind, while also maintaining couture standards,” Daniel Davidson, area manager for the Beverly Hills Bonpoint store, told the Courier. 

Parents who shop there want their kids to look polished without feeling overdressed and look for pieces that transition easily from every day to special occasions.

Each collection emphasizes a blend of timeless elegance, playful creativity, and luxury. With Bonpoint celebrating its 50th anniversary this year, the current capsule is a tribute to the brand’s heritage. 

Recently, styles have been modernized with embellishments, such as long-sleeve tops or T-shirts with ribbon details that add a playful three-dimensional element. Davidson noted that parents favor more ornate items that showcase Bonpoint’s artistry over a simple sweater. 

While they rarely make clothing in dark colors, the solid black wool “Jelma” dress has been hugely popular this season. With a ruffled neckline, a delicate cherry eyelet pattern on top, and a pleated godet skirt, it’s ideal for a wintery special occasion. The dress is styled with black patent Mary Jane shoes, a black velvet bow hairband, and a silver flower-shaped crossbody bag to complete the polished ensemble. 

The $625 “Josiane” dress sold out almost immediately for girls. It features a warm raspberry flower print on Liberty fabric and decorative gold piping. Romantic and vintage-inspired, the dress reflects the signature Bonpoint style—a blend of French elegance and timeless Liberty charm.

For boys, the most sought-after items include a $295 cotton and wool crew-neck sweater with a raised Paris Archives inscription on the front and a $425 color-blocked sweater with a nostalgic cinema design woven on. 

As soon as new merchandise is received, Davidson will put together outfits and text photos of looks to his roster of regular and high-profile clients. “They’ll heart the photos they like, and I’ll send things out without them even coming into the store. They can try on the items with their kids at home and then send back whatever doesn’t work. We send out tens of thousands of dollars of consignments to each client, and they’ll get a one-week turnaround.” To make the process as easy and seamless as possible, they have couriers drop off and pick up whatever is being returned. “Customer service is huge.”

Bonpoint has also collaborated with brands like Golden Goose and Veja for sneakers, and in October released a curated assortment of pieces with Gigi Hadid’s knitwear line, Guest in Residence. In February, they are launching a limited collection with Porsche, including T-shirts, hats, bandanas, cardigans, and even a leather coat for boys and girls. For babies, the Porsche collaboration will primarily consist of T-shirts and beanies. 

If Bonpoint is understated refinement, Monnalisa, at 338 North Beverly Drive, is joyful exuberance. The Italian label’s Beverly Hills boutique bursts with bold florals, rhinestone studs, and playful couture that transforms every day into a celebration. 

The global brand originated in Italy in the 1960s and has operated its Beverly Hills store for almost 15 years. The store offers unique collections and maintains a family-owned identity with a second-generation leading design. The brand caters to a wide age range, from newborns to teenagers, focusing on quality materials and singular designs. 

“Our clients like the brand’s exclusivity,” Monnalisa store manager Lana Andreic told the Courier. “We’re not sold in the department stores, and people really appreciate it when they come in and know these are things that they cannot find anywhere else.”

The brand collaborates with Disney every year, with different characters featured on the clothing each season. For Pre-Fall 2025, Stitch, from the Lilo & Stitch franchise, appears on everything from striped sweaters to tulle dresses, as well as Minnie and Mickey Mouse.

For the Fall-Winter 2025-26 collection, the main print is designed with colorful gemstones and crystal embellishments that can be easily mixed and matched. For autumn, Monnalisa interpreted the season’s mood with teddy bear motifs and warm brown hues. 

According to Andreic, their most popular items are tulle dresses for girls ages 2 to 12. The garments feature bodices with layered, ruffled short sleeves that add a romantic flair, and tiered skirts with ruffles, adding volume and movement. A slim belt at the waist with a small jewel detail completes the look. “This is our iconic style, which we have every season, and the only things that change are the print and color. They are super, super popular for birthday parties and special occasions. Girls just love tulle, and it’s all lined with 100% cotton. Everything that touches the skin is cotton.”

The store carries a $355 velvet dress for infants with a Peter Pan collar, three decorative rosettes at the waist, and delicate pleats falling below to create movement for a more sophisticated, formal look. 

While the brand’s baby collection is always slightly different from the girls’, many clients request matching outfits for their newborn and toddler. For the Spring-Summer 2026 season, the same garments will be carried for babies up to 6 years old.

“One of our best local clients, her daughter is now 22,” Andreic said. “Then she had three nieces, so she came back here to shop for them. People are really loyal to the brand.”

Venturing down to 179 South Beverly Drive, Auntie Barbara’s General Store is more than a shop for kids; it’s a Beverly Hills institution. Having been on the street for over 50 years, the boutique is where luxury meets nostalgia. The store carries books, toys, jewelry, purses, and clothing sourced from Europe and all over the United States for newborns up to size 14. 

The shop’s assortment blends practicality with panache: special-occasion dresses alongside everyday wear, traditional layette items, and gifts. Unlike the mono-brand flagships on Rodeo Drive, Auntie Barbara’s thrives on variety, pulling from a curated mix of labels. While it may not command the sky-high price tags of Gucci, its value lies in curation, customer loyalty, and community identity.

“We carry it all, from a sweater for $48 and one for $100,” longtime owner Barbara Bartman told the Courier. “You can pretty much get anything you need from a rattle to a fur coat.”

Bartman curates everything in the store and ensures that the fabrics and materials of each garment are of high quality. “I first ask myself, is this itchy?” Bartman said. “If a kid puts it on and doesn’t want to wear it, then we’ll sit on it. Seams must be in the right place, and it has to be super soft.”

One of the store’s most popular brands is a Spanish line called 1+ in the Family, which Bartman orders a year in advance. With a minimalist and modern aesthetic, the line is known for wrap onesies, button-front cardigans, drawstring pants, and slouchy overalls in neutral palettes and unfussy silhouettes for babies and kids ages 0 to 4. 

“This generation wants everything to be gender neutral, which I think is the most awful thing in the world,” Bartman said. “They only want their kids to be in beige.”

On the wall, the shop displays printed vintage-inspired T-shirts for boys from Something Corporate with phrases like “Someone Famous” and “Sky Ya Later” printed on the front. Beneath them, folded shirts and sweatshirts in earthy tones are neatly stacked, in styles that mix sporty and fun. 

For girls, shoes are arranged on top of round tables with styles like mesh Mary Janes with buckle straps that mirror the trendy Alaïa women’s ballet flats, and denim blue slip-on sandals with a cutout “H” design, similar to the Hermes Chypre shoe. 

“We got into Labubu’s too, because I had to,” Bartman said. “I’ve even got someone in New York making dresses with them on it. I’m not crazy for them, but I don’t always buy what I like. I have to keep up with and buy what kids want.”

Of everything in her store, her favorite items are decorative woven storage boxes with playful designs that she imports from Europe. They are all under $200, come in three sizes, and feature colorful, whimsical scenes embroidered on them. 

On Rodeo Drive, the icons of high fashion have extended their reach to even the youngest clientele. The children’s sections at stores like Gucci and Dolce & Gabbana are not afterthoughts tucked in the back of the flagships, but gleam with the same grandeur as their adult counterparts, only scaled to miniature proportions. At Gucci, the kids’ department is designed like a playful theater, with sweeping red velvet curtains framing the entrance. Inside, the mini mannequins are styled in coordinated, polished kids’ wear looks with Gucci’s signature pattern, and shelves are stacked with GG-printed $1,350 backpacks and $1,100 tote bags that feel both collectible and practical. As part of the 2025 Cruise children’s collection, many feature fanciful motifs of cats, dogs, and mushrooms designed by South Korean painter Naon Jeong. 

Heritage motifs are reimagined for a younger generation. For parents looking to splurge on items that never go out of style, tiny $560 horsebit loafers for boys and girls are a classic fan favorite. 

“I literally only buy it for a wedding or special event, because in two seconds, your Gucci dress has a throw-up stain on it that never comes out,” Oren Katz Paskover, mother of two, told the Courier. 

On Via Rodeo, the Dolce & Gabbana children’s section is designed with the same bold energy. It has modern lacquer surfaces and mirrored walls and shelving, giving it a mini boutique feel within the larger store. Racks of clothing decorated with the brand’s signature florals bloom vibrantly across party dresses for girls and $455 cotton poplin rompers for babies, alongside simple jersey dresses emblazoned with the Dolce & Gabbana logo. 

“I look for things that’ll last as long as possible—babies grow so fast, so you want to maximize the value if you’re spending on it,” Stephanie Roach told the Courier. “Also, they spit up or have accidents on everything!” 

For boys, the color palette is more monochromatic, with black and white prints that channel the brand’s unmistakable baroque sensibility. Here, classic short-sleeve crewnecks are elevated with Sicilian maiolica tile patterns and paired with matching Bermuda shorts. 

Even Amiri, known primarily for menswear, has expanded to the kids’ market and carries a small selection of children’s clothing and accessories at the store on Rodeo. Their most popular items here are their $150 “Core Logo” T-shirts, which have Amiri printed on the front, and the sold-out $170 “Ma Quad Scribble” T-shirt with their signature monogram reimagined in a colorful radial burst. Parents who shop here are looking for logos and street style. 

Beverly Hills children’s stores showcase a range of kids’ luxury fashion, where quiet luxury and maximalist glamour can be found on the same street. From the refinement of Bonpoint to the exuberant florals of Dolce & Gabbana, to Amiri’s street-luxury edge and Auntie Barbara’s community roots, the offerings are diverse. Together, these boutiques and flagship houses prove that style in this city begins early. 

The post Pint-Sized Luxury: In Beverly Hills, Fashion Begins at Birth appeared first on Beverly Hills Courier.

Several of these top stylists call Beverly Hills their home and credit the city with influencing their outlook on fashion. We’ve chronicled their journeys to discover how these stylists are exerting their fashion influence through Beverly Hills and beyond. From bold statement pieces to effortlessly chic essentials, discover the creative forces shaping Beverly Hills fashion and their must-have style tips for the holidays.

Anya Sarre

A celebrity stylist and TV fashion expert, Anya Sarre’s love for fashion started at a young age. “It must have been innate,” she told the Courier. 

Born and raised in the Bay Area, Sarre moved to Los Angeles to attend the University of Southern California before earning her graduate degree from the Parsons School of Design. Since then, Sarre has become an internationally recognized fashion tastemaker, brand influencer and celebrity stylist. Through her business “Styled by Anya Inc.,” Sarre has dressed some of the biggest names in the world for award shows such as the Emmys, Grammys, Golden Globes and Oscars, and features frequently as a style expert on KTLA5. 

Sarre’s influence on the style choices of others reaches far beyond social media. “It’s no different whether you’re influencing millions of people on TV every day, or just your neighbors—oftentimes people ask me where I got something, and to me, that suggests a certain level of influence,” she noted.

It’s this influence that shapes how Sarre styles her celebrity clients. “I look at each client like a blank slate, but I like to always keep things classic with a hint of trend,” she said. 

After decades in the fashion industry, Sarre developed a patented styling questionnaire, which means she can now dress people “sight unseen.” Regardless of who she is styling, one thing remains the same: style is as much about the emotional as it is the physical.

“If you feel great, you look great, and if you look great, you feel great. So, it’s really about me figuring out what makes people feel comfortable, and then dressing them based on that,” she said. 

One of the biggest challenges Sarre faces in her career is in styling a big event. She most recently styled for the Emmys and said clients are on “the quest for perfection,” more than ever for a televised awards ceremony—a quest that often leads to them second-guessing if they’ve found the right outfit, with decisions not made until the last moment. “It’s such a big decision. For some, this could be one of the biggest nights of their lives,” Sarre said. “It’s very different to styling someone for everyday looks.”

It’s these events that have some of the biggest names in Beverly Hills calling upon Sarre for her fashion influence and expertise.  But beyond her strong client base, Beverly Hills has influenced Sarre’s approach to fashion as much as she has influenced trends in the city.

For Sarre, Beverly Hills is incomparable to other fashion capitals like New York, Paris or London because it leads more on reputation rather than trend. “Beverly Hills is just the ultimate fashion destination,” she said. “What makes it different than other fashion capitals is simple: it’s iconic.”

“There’s no other city in the world that has as much brand recognition as Beverly Hills. There is so much significance behind what fashion in Beverly Hills means. It’s a lot to live up to, but for me and my clients, it’s always lived up to the expectation,” she said. 

The city’s reputation as an iconic fashion destination is exactly why Sarre chose to host her holiday shopping event at the Four Seasons Beverly Hills last year. It’s an event for celebrities, VIPs and Sarre’s most exclusive friends to do some holiday shopping and see the newest trends of the season. “It took months of planning and curation, but there is nowhere else I’d ever throw an event like this. It’s Beverly Hills, always,” Sarre said.

And when it comes to what’s in style this holiday season, Sarre is conclusive. “White, white and white!”

“Doing a white, cream or winter-neutrals theme is the ‘in’ thing for the holidays this year. If you’re attending a cocktail party or holiday event, show up in winter white neutrals. I guarantee you will look the chicest in the room,” she said.

For this year, Sarre encourages clients to prioritize the emotional over the physical when it comes to gifting. “It’s all about the experience rather than the tangible gift,” Sarre said. “Gifting someone a meaningful experience means so much, especially in a city like Beverly Hills where so many of us already own so many physical items as is.”

And Sarre shared some recommendations for those searching for last-minute holiday gift ideas. 

“Head over to Kitson on Beverly Drive. You can always find a unique gift there, especially for the kids in your life. For the adults, you can’t go wrong with an Erewhon gift card. I’d recommend Stefano Ricci for men; they make the best ties. And if you want to talk jewelry, I would race down to XIV Karats. They have every gift you could ever want for the holidays,” Sarre said.

Nicole Pollard Bayme

“I was always captivated by how fashion goes beyond clothing—it’s a language, a tool for self-expression and a catalyst for transformation,” said Nicole Pollard Bayme. 

Born and raised in Santa Monica, Pollard Bayme founded her styling firm Lalaluxe in Beverly Hills in 2005 and now provides fashion styling services for world leaders, visionaries and trailblazers. “Beverly Hills launched my career with stores like Neiman Marcus and Saks Fifth Avenue and other Rodeo Drive boutiques rolling out the red carpet for me. This city supported me in building Lalaluxe into what it is today,” she told the Courier.

Describing her style as “luxurious and intentional,” Pollard Bayme’s captivating and unique approach has seen her win numerous accolades. She was named “L.A.’s Best Personal Stylist” by CBS Los Angeles and frequently hosts fashion events across the globe. 

“Style, for me, is about how clothing makes me feel—aligned, powerful and free. This ethos guides how I style my clients. It’s not about following trends but about curating a wardrobe that truly reflects who they are at their core,” she said.

For Pollard Bayme, true influence is at the heart of what fashion stylists do. “My influence happens behind the scenes—guiding clients to feel fully seen and aligned through what they wear. Real influence isn’t about numbers or the algorithm; it’s about genuine transformation. That’s what my work is about, and it’s where my impact lies.”

The common thread throughout Pollard Bayme’s styling career has been using fashion as a tool to exhibit her clients’ personalities. “My goal is to help them create a relationship with fashion that feels personal, meaningful and lasting,” she said. “Trends are always evolving, but I focus on creating a timeless foundation.” 

Pollard Bayme recommends thinking about pieces that are aligned with who you are as a person when deciding what to buy or wear. She helps her clients look beyond fashion trends to discover a more soulful, aligned sense of style. “One of the biggest challenges has been shifting my clients’ mindset from seeing fashion as merely external to understanding it as a reflection of their inner world,” she said.

“Additionally, balancing the fast pace of the fashion industry with the need for deeper, more lasting impact is something I always navigate. I bring joy and heart to an industry that can sometimes feel closed off or inaccessible, and I lead with that intention when working with top designers and haute couture houses.”

Pollard Bayme’s approach to personal transformation through style has been strongly influenced by the city of Beverly Hills. “Beverly Hills is where luxury meets individuality,” she explained. “My company partners with every five-star hotel in Beverly Hills, curating VIP shopping experiences for their guests. The city has been instrumental in my success.” 

A recent event in Beverly Hills saw Pollard Bayme style a Silicon Valley CEO with a blend of “tech innovation and luxury.” She utilized pieces that reflected both his visionary leadership and the glamour of Beverly Hills, resulting in a wardrobe that felt both innovative and elevated. 

This, she said, is what style in Beverly Hills means to her. “It offers a balance—combining California’s laid-back vibe with refined, effortless glamour. It’s all about looking polished, but in a way that feels easy and natural.”

According to Pollard Bayme, craftsmanship and quality are hallmarks that guide fashion in this city. “It’s not about showing off, but about wearing pieces that are carefully curated and deeply intentional. Someone who embodies Beverly Hills style understands the power of subtlety—effortless glamour that looks natural and timeless.”

Pollard Bayme thinks style this holiday season will be all about the statement pieces. “Think luxe velvet, jewel tones and oversized outerwear with dramatic silhouettes.” 

She also advised paying close attention to jewelry choices this season. “High jewelry from houses such as Tiffany, Van Cleef and Arpels, Harry Winston and Louis Vuitton has made a major comeback, as people want to celebrate in style while investing in something that holds long-term value,” she said.

As for the best holiday gift for the fashion lover in your life, Pollard Bayme is resolute in the power of a beautifully crafted statement piece with a twist. “Think a Hermes leather bag, Louis Vuitton luggage or a pair of Tod’s crocodile driving moccasins that have been personalized with a mantra or uplifting phrase,” she suggested. “These are timeless, luxurious items that become uniquely meaningful, making them something the recipient will treasure for years to come.”

In the end, it all comes down to influence. “People want to make an impact while creating a legacy,” she said.  

Diamond Mahone

For celebrity stylist Diamond Mahone, style is an individual matter.

“Personal style is just that: so personal. It’s knowing what you feel most comfortable in and expanding on that,” Mahone told the Courier.

Mahone knows the fashion industry inside-out, having worked her way up from retail to now styling a cascade of celebrity clients—including STYLE cover star Candace Parker. 

“Candace allows so much leniency when we collaborate. There’s a level of trust there—and I think that’s also very affirming to the work that I do,” said Mahone.

Mahone credits her success as a personal stylist to much of what she learned during those early days of her career. “Working in the luxury retail space gave me an insight into the human behavior of fashion—knowing how different things work with different people and learning what makes them feel most confident.”

As Mahone’s prominence in the fashion industry grew, she began to work with a range of high-profile clients, styling celebrities like Parker and singer Erykah Badu alongside corporate professionals. 

But regardless of who she’s styling, Mahone’s grounding principle remains the same: fashion should be rooted in comfort. 

“I never impose my personal style on my clients. I always go back to what the client feels they’re best in, and I just try to bring that out,” Mahone said.

When it comes to balancing trends with timelessness, Mahone is resolute in her stance. “I always want to be at the forefront of refining and elevating, but also still staying true to the one thing that feels most authentic for any individual.”

According to Mahone, it would be remiss to deny the level of influence stylists hold in helping define what is fashionable over time. “It’s more of a different lens to look at fashion. I not only think about who the client is and who I am, but I also think about my audience response—I want to create something they can relate to and feel like they can see themselves in.”

“For fashion in America, outside of New York, you think of LA as a celebrity center, and so much of fashion in LA is influenced by trends in Beverly Hills.”

Despite Mahone’s zest for all things fashion, she believes there is still progress that needs to be taken when it comes to sizing in particular. “Luxury fashion panders to a specific size group,” she explained, “but it’s a huge, missed opportunity to not have a broader size range to account for differences in height, body type—you name it.”

Now based in Mexico City, she splits her time between styling clients in Los Angeles and New York, but always comes back to Beverly Hills because of its strong influence on the fashion world. “It’s such a huge epicenter of luxury fashion.”

Describing Beverly Hills style as aspirational yet relatable, Mahone thinks Beverly Hills is particularly unique in its approach. “For fashion in America, outside of New York, you think of LA as a celebrity center, and so much of fashion in LA is influenced by trends in Beverly Hills.”

The city’s take on trends is something that resonates with Mahone’s own conception of making style work for you. “I think of trends so differently because I think of them so personally, like how do we interpret what is happening on the runway into real life?” Mahone said. “So, there’s this fun mix of relatability here, where you see people style things that feel very decadent and dressed up but in a more toned-down, everyday way.” 

This mosaic approach to fashion is also what Mahone thinks will be big over the upcoming holiday season. “Taking something that feels a little more glitzy or glam and pairing that with a cool sweatshirt, T-shirt or some fun cowboy boots will be a great way to show how the mix of different things can exist together.”

Speaking on her decision to style Candace in a white suit for the cover of this edition of STYLE, Mahone added, “White is going to be huge this season. Expect to see a lot of it.”

Mahone’s commitment to making fashion a personal endeavor also translates to her approach to gift-giving. “I always love a personalized gift. So, anything that is personalized with something that feels true to your relationship to the person you’re gifting—whether it be a quote, a euphemism, something that maybe you say to the person or their name, I think all of those things are very special.”

A lasting impression is the most powerful gift one can give, Mahone concluded. “I just love something that will last through the test of time, whether it is glassware or whether it’s something that has to do with the home.” 

The post The Stylists Shaping Beverly Hills appeared first on Beverly Hills Courier.

The revamped building has been transformed into a gleaming white structure with floating rectangular boxes, punctuated by high-contrast black architectural elements. Jasmine blooms from an undulating ribbon of hidden stairs. A crisp black flag emblazoned with the white House of Givenchy logo is hoisted above the rehabilitated geometric spire on the rooftop. 

Formerly Anderton Court Shops, the nearly 8,000-square-foot multistore, mini-mall complex was designed by American master architect Frank Lloyd Wright. Built in 1954, it is one of just two commercial buildings on the West Coast designed by Wright. On May 14, 2004, it was added to the National Register of Historic Places. While many businesses have set up shop in its various storefronts over the decades, House of Givenchy is the first single-occupancy tenant in the building’s history. 

“For Givenchy’s first permanent store in Los Angeles, it was important to select a space that would resonate with our brand,” Valerie Leon, President of the Americas at Givenchy, told the Courier. “Given Hubert de Givenchy’s love of art and architecture, the Frank Lloyd Wright building felt like the right choice, and the opportunity to bring Givenchy to life there was amazing.”

According to Leon, the brand unearthed another connection between the building and the label’s late founder, designer Hubert de Givenchy. Wright was commissioned to build Anderton Court Shops by a local heiress in 1952 and began initial sketches that same year. Givenchy, a continent and an ocean away in Paris, opened his first boutique in 1952. 

For its Beverly Hills flagship, retaining the building’s historic character and integrity was the top priority for Givenchy, who collaborated with Victor Fuentes, principal architect at Lochte Architecture Group, and Flora Chou, associate principal and cultural resources planner at Page & Turnbull, in preserving and rehabilitating the rare architectural gem. 

With the goal of creating a one-of-a-kind space where shoppers could appreciate a full-sensory Givenchy experience, the original multistore concept was preserved but reimagined as completely separate shops and storefronts for the men’s and women’s ready-to-wear collections. Each has its own street-level entrance. 

The brand’s Fall 2024 Pre-Collection along with a variety of items from its very latest high summer collection “Givenchy Plage” are currently available in both shops. Limited edition pieces designed specifically for the opening of the Beverly Hills flagship are also available. These include the brand’s most popular best-sellers, the “Shark Lock” cowboy boot and “Antigona” handbag, reprised in studded white leather with turquoise stitching in homage to Givenchy’s new West Coast locale.

Next year, the fashion brand plans to begin phase two of its Rodeo Drive complex. “We have more work to do, but we didn’t want to wait forever,” Leon told the Courier. “We wanted to open as quickly as we could to start being able to have a new conversation with clients.” Leon wouldn’t reveal specific details, but said the plans included “a very special client experience opening next year,” adding, “Stay tuned, we have many more treats to come.”  

The post Givenchy Opens Permanent Rodeo Drive Location appeared first on Beverly Hills Courier.

According to a recent Deloitte survey, nearly 80% of 150,000 adults spanning 23 countries claimed to have made at least one splurge purchase to lift their mood within a given six-month period. What’s surprising is that these indulgences were made across the board, regardless of age, income or gender. In fact, the study may have even debunked the long-held “lipstick index,” which used women’s purchases as the primary barometer of splurge spending. Deloitte’s poll showed that men were equally as likely to make emotional purchases and spend about 40% more when they do.

The latest designer launches are the definition of retail therapy, with enough vibrant pops of color and glowing neon to send dopamine production into overdrive. Research has shown that many reap the same mood-enhancing benefits as spenders just by window shopping. So, in theory, merely pursuing these pages should elevate your mood without ever putting an item in your cart or a credit card on the counter. Happy shopping!

BRIGHTEN UP

1. Deliciously reminiscent of tri-color swirls of Neapolitan ice cream, the Trinity ring from Cartier features ribbons of 18-carat white, yellow and rose gold. $6,100 at Cartier, 411 N. Rodeo Drive,  310-275-4272 and cartier.com
2. Whether you birdie or bogey, you’ll win style points on the fairway with this golf bag from the summer capsule collection by Louis Vuitton and L.A.-based artist Tyler, The Creator. $31,500 at Louis Vuitton, 295 N. Rodeo Drive, 310-859-0457 and louisvuitton.com
3. This Dior Men fluorescent-green polo shirt was made for the sporty gentleman who likes to stand out in a crowd. $890 at Dior Men, 362 N. Rodeo Drive, 310-247-8003 and dior.com
4. Carry your summer haul in this chic hand-woven tote from Valentino. It comes with a matching drawstring pouch that can be removed and used separately. $3,885 at Valentino, 324 N. Rodeo Drive, 310-247-0103 and valentino.com
5. Named after the first female to complete a solo transatlantic flight, the Amelia sunglasses by Saint Laurent capture the effortless cool of the fearless aviator. $560 at Saint Laurent, 326 N. Rodeo Drive, 310-271-5051 and ysl.com
6. Add a pop of color to any neutral-hued ensemble with these Gucci Signoria neon slingback pumps. Green not your thing? They also come in an electric pink shade. $1,100 at Gucci, 347 N. Rodeo Drive, 310-278-3451 and gucci.com

ULTRAVIOLET DELIGHT

1. Emilio Pucci’s bold prints were the epitome of glamour in the 1960s. They still are. This Pucci one-piece swimsuit is timeless, with an upgrade—it’s made of UV-resistant fabric. $500 at Saks Fifth Avenue, 9570 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
2. From the HardWear collection by Tiffany & Co., this white gold bracelet is simple enough to be worn every day, but with a single link covered in diamonds, it holds its own when paired with formal attire. $21,000 at Tiffany & Co., 210 N. Rodeo Drive, 310-273-8880 and
   tiffany.com 
3. Imagine the delight of guests at your next garden cocktail party when they’re served libations in these amethyst-hued glasses from L’Objet. The gem-colored glassware is also available in highball, old-fashioned and wine glass styles. They are sold in a set of four and come in purple (pictured), amber, Bordeaux (a garnet and blue topaz color combo) and a rich emerald green shade. $200 at GEARYS Beverly Hills, 351 N. Beverly Drive, 310-273-4741 and gearys.com
4. Part of the latest Colormania collection from Louis Vuitton, this four-piece luggage set will put a smile on your face—before you’ve even made your travel plans. $49,000 at Louis Vuitton, 295 N. Rodeo Drive, 310-859-0457 and louisvuitton.com
5. A wide-brim straw hat is an indispensable summer accessory. This simple, classic version from Dior is destined to become your go-to this season. $890 at Dior, 309 N. Rodeo Drive, 310-859-4700 and dior.com
6. You can ride the perfect break on this gorgeous wooden Fendi surfboard, but if you’d rather display it as decor, we wouldn’t judge. $8,900 at Fendi, 201 N. Rodeo Drive, 310-623-3420 and
   fendi.com 

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We celebrate our bustling retail with this curated list of designer must-haves that will take you through the holiday season and beyond. From pumpkin spice-hued items fitting for a family Thanksgiving gathering to products festooned in the festive colors of the holiday season. And from the latest warm and cozy products to help you hunker down at home during precious moments of respite to all-out sparkles for a spectacular New Year’s Eve.

Emerald City

1. Alluring and enchanting, Bode’s shimmering “Siren” gown is aptly named. $4,000 at Saks Fifth Avenue, 9600 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
2. The “Palm Angels Keon” jacket by Moncler would make even Midas gold with envy. $2,200 at Moncler, 340 N. Rodeo Drive, 424-354-4562 and moncler.com
3. Van Cleef & Arpels 18-carat yellow gold ring with its delicate ribbon of emeralds is like gift wrapping for your finger. $13,600 at Van Cleef & Arpels, 300 N. Rodeo Drive, 310-276-1161 and vancleefandarpels.com
4. Called the “heir” to previous generations of Patek Philippe perpetual calendar chronographs, the “527OP Grand Complications” retains the elegance of its predecessors, with its concave bezel, gold markers and distinguished billiard-green dial. Price on request at Patek Philippe-Gearys Rodeo Drive, 360 N. Rodeo Drive, #2, 310-887-4250 and gearys.com/patekphilippe
5. These stunning sculptural Ferragamo sandals belong in a museum, along with the Italian designer’s other shoes. Better yet, they belong on your feet. $2,200 at Ferragamo, 357 N. Rodeo Drive, 310-273-9990 and ferragamo.com
6. Around the holidays, these evergreen-hued, crystal tumblers from Baccarat look the part but don’t pigeonhole them. They’re ready for their close-up year round. $600 (set of two) at Neiman Marcus, 9700 Wilshire Blvd., 310-550-5900 and neimanmarcus.com 

Holly Go Lightly

1. Part of the latest Lock collection by Tiffany & Co., these 18-carat yellow gold and round brilliant diamond hoops will secure a place in your heart. $6,900 at Tiffany & Co.,
   210 N. Rodeo Drive, 310-273-8880 and tiffany.com
2. This season why not swap those Loubie red bottoms for a Christian Louboutin red patent leather purse? $1,390 at Christian Louboutin, 477 N. Rodeo Drive, 310-652-5700 and
   us.christianlouboutin.com
3. You’ll look as if you were poured into this laminated metallic strapless dress from Dolce & Gabbana. It’s undeniably hot just like liquid gold. $2,745 at Dolce & Gabbana,
   248 N. Rodeo Drive, 310-888-8701 and boutique.dolcegabbana.com
4. Spruce up your holiday decor with this ruby red crystal Baccarat Christmas tree and bring a little sparkle to the festivities. $400 at Gearys, 351 N. Beverly Drive,
   310-273-4741 and gearys.com
5. Made of sumptuous metallic gold leather, these RH jewelry boxes hint at the treasures they hold inside. $100 at RH Modern, 8772 Beverly Blvd., West Hollywood, 424-281-1326 and rh.com
6. You could wear these Gucci crimson velvet wide-leg pants on a red-eye flight to see the family. But throw on a pair of heels and a silk blouse and presto, you’re ready to party. $1,800 at Gucci, 347 N. Rodeo Drive, 310-278-3451 and gucci.com

Starry Nights

1. Forget clay, this Star of David dreidel from Gearys is made of crystal and will add an elegant spin to your Hannukah holiday spread. $45 at Gearys, 351 N. Beverly Drive, 310-273-4741 and
   gearys.com
2. Sequins on sequins—this Badgley Mischka dress, with its flower applique and hidden boned bodice, sparkles on overdrive. $550 at Saks Fifth Avenue, 9600 Wilshire Blvd.,
   310-275-4211 and saksfifthavenue.com
3. “The Princess Necklace” by Harry Winston is dripping with white diamonds, cushion-cut sapphires and icy aquamarines, totaling a whopping 186.22 carats. It was inspired by a piece commissioned for a young royal princess in 1977. Price on request at Harry Winston, 310 N. Rodeo Drive, 310-271-8554 and harrywinston.com 
4. With an ultra-lightweight aluminum Dior and Rimowa carry-on suitcase, the fashionable frequent flier can rush to any gate in style. $4,400 at Dior, 309 N. Rodeo Drive,
   310-859-4700 and dior.com 
5. The curved banana heels on these silver Tory Burch Mary Janes give the otherwise youthful shoe a grownup, modern look. $358 at Tory Burch, 366 N. Rodeo Drive, 310-274-2394 and
   toryburch.com
6. Because there’s never enough room in the fridge when you’re throwing a bash, chill the bubbly in this chic silver Crate & Barrel beverage tub (which also comes in gold and rose gold). $120 at Crate & Barrel, 438 N. Beverly Drive, 310-247-1700 and crateandbarrel.com

Spice Route

1. Classic suede loafers by Gucci get the pumpkin spice treatment in this autumn hue, but they also come in black and dark brown leather for the less fashion-forward gentleman. $920 at Gucci, 347 N. Rodeo Drive, 310-278-3451 and gucci.com
2. The Rolex Lady-Datejust, famously worn by Grace Kelly, gets a revamp in the latest model. It now comes in the watchmaker’s signature Everose gold with a chocolate dial and diamonds. $41,900 at Gearys Rolex Boutique, 360 N. Rodeo Drive, #1, 310-887-4200 and rolexboutique-rodeodrive.com
3. In shades of brown, rust and gold, the multicolor embroidered “Mon Tresor” Fendi bucket bag is reminiscent of the changing fall foliage. $1,950 at Fendi, 201 N. Rodeo Drive, 310-623-3420 and fendi.com 
4. Italian designer Gianpaolo Pagni reimagined the 1974 book “Species of Spaces” by French writer Georges Perec for this Hermès Merino wool and cashmere blanket. Perfect if you’re of the homebody species and your space is curled up on the couch in front of the TV. $14,300 at Hermès, 434 N. Rodeo Drive, 310-278-6440 and hermes.com
5. The Montblanc “Patron of Art Homage to Albert Limited Edition 888” fountain pen honors Prince Albert and his legendary romance with Queen Victoria. Its solid 18-carat gold skeleton overlay is inspired by the Crystal Palace, which Albert built and the color is a tribute to the tartan that Albert had created himself for Balmoral Castle in Scotland. The cap ring bears the engraving of “Albert” and their wedding date just like a wedding band. $9,300 at Montblanc, 8500 Beverly Blvd., #757, 310-854-0049 and
   montblanc.com
6. A drawstring waistband comes in handy after holiday binging, but these cashmere Louis Vuitton joggers are stylish as well as comfy. $2,590 at Louis Vuitton, 295 N. Rodeo Drive, 310-859-0457 and us.louisvuitton.com

Warm and Fuzzies

1. If you’re going to disappear into a hoodie, shouldn’t it be this luxe version from Louis Vuitton? It’s made of plush cotton toweling in a gorgeous shade of teal and is embellished with the brand’s iconic monogram motif. $2,750 at Louis Vuitton, 295 N. Rodeo Drive, 310-859-0457 and us.louisvuitton.com
2. What’s a family game night without an epic game of Clue? This version from Detroit watchmaker Shinola reimagines the old-school mansion as a creepy hotel and comes with hand-illustrated character cards. $395 at Gearys, 351 N. Beverly Drive, 310-273-4741 and gearys.com
3. Adorable. Do we really have to say any more about this fleece teddy bear jumpsuit from The North Face? OK, it also comes in a hoodie version and both styles are available in baby pink. $80 at Saks Fifth Avenue, 9600 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
4. After a night of kicking up your heels on the dance floor, you’ll want to kick off your shoes and slip on these shearling Brunello Cucinelli slippers. $1,595 at Brunello Cucinelli, 220 N. Rodeo Drive, 310-724-8118 and brunellocucinelli.com
5. Add a touch of warmth to any room with these decorative amber and smoke-colored glass bottles by Polspotten. $340 (set of 4) at Neiman Marcus, 9700 Wilshire Blvd., 310-550-5900 and neimanmarcus.com 
6. Elevate your pizza game with this portable wood-fired pizza oven from Solo Stove. It comes with everything you need for wood burning, as well as a propane option and a Cordierite pizza stone for the nights you’re too tired to fire it up. $500 at Nordstrom, 10250 Santa Monica Blvd., 424-204-1177 and nordstrom.com

Toast of the Town

1. These timeless, Art Deco “Radiator” hoop earrings by David Webb are made of 18-carat gold and platinum, ornamented with black enamel and brilliant cut diamonds. $36,500 at David Webb, 9500 Wilshire Blvd., 310-858-8006 and davidwebb.com
2. This ornate lambskin purse by Dior brings new meaning to the phrase “clutching your pearls”—in a good way. The style is also available in six other shades from sky blue to seashell pink. $6,600 at Dior, 309 N. Rodeo Drive, 310-859-4700 and dior.com
3. Move over, James Bond! This Saint Laurent single-breasted tuxedo jacket with satin lapels will leave the ladies shaken and stirred. $4,590 at Saint Laurent, 469 N. Rodeo Drive,
   310-271-4110 and ysl.com
4. Former dancing queens will steal the scene in these crystal-studded platforms from Prada. $2,150 at Prada, 343 N. Rodeo Drive, 310-278-8661 and prada.com
5. From designer Pamella Roland’s Anniversary Collection, this party dress, topped with Champagne-colored sequins at the bodice and fading to cascading tiers of black tulle, says celebration. $4,995 at Saks Fifth Avenue, 9600 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
6. If Prince Charming were to have left his slipper on the steps of the castle, it would belong to this pair of velvet tassel loafers by Tom Ford. $1,490 at Tom Ford, 346 N. Rodeo Drive, 310-270-9440 and tomford.com  

The post Must-Haves for the Holidays appeared first on Beverly Hills Courier.

The year is 1998 and Eva Longoria has just been crowned Miss Corpus Christi, Texas.

Though Eva had plans to earn her master’s degree in sports medicine having received her undergraduate diploma in kinesiology, one of the prizes that came with her crown was a ticket to Los Angeles to compete in a prestigious modeling and talent competition. By the end of that contest, 28 agents wanted to represent Eva, enabling her to pursue her other passion, acting.

It would take two years before Eva was cast in her first prime-time speaking role, a job that would earn her a SAG card and elevate her from aspirational to bona fide actress. The role was only three lines, but it was opposite Luke Perry, on the hottest show in the world, the pop culture phenomenon “Beverly Hills 90210.”

Today, Beverly Hills 90210 is the place Eva Longoria calls home. 

Back then, as a struggling actress, it wasn’t imaginable for Eva. 

“Beverly Hills felt so far. Not in miles, in thought. It was so farfetched.” She pauses, realizing the serendipity. “I forgot 90210 was my first speaking role.” 

By the time Eva settled in Beverly Hills, her accomplishments had defied expectations. But maybe not in Eva’s mind. As an actress, producer and director, she has earned 14 awards and 33 nominations, including Golden Globe, People’s Choice and Screen Actors Guild Awards. As a global influencer, with 9.7 million followers on Instagram, Eva has earned the world’s respect in the entertainment, beauty, fashion, cookware and spirits industries. 

And this is just the beginning. 

With boundless versatility, passion and talent, Eva uses her influence and insight to overcome the barriers that prevent advancement for minorities, the underserved and the mistreated. Her purposeful mission is to effect real change. Through her foundation and charitable associations, she advocates for women’s rights, persons with disabilities and Latinx equality. And, in her spare time, Eva, a seasoned businesswoman, engages in diverse entrepreneurial endeavors. 

Focused, determined and driven, she also employs her authentic storytelling to message through her craft. This year, having directed her first highly acclaimed feature film “Flamin’ Hot,” an “inspirational, feel-good story,” Eva, as with many of her projects, used the film as a tool to educate and to provide opportunity. 

As the ultimate modern shero, a happily married woman and a new mother, one wonders how does this trailblazing woman of influence do it all?

Long before Beverly Hills, Eva was raised in Corpus Christi, Texas. Her family’s roots in the Lone Star State are traced back to 1603 when her ancestor, Lorenzo Longoria, sailed from Spain and arrived in the New World. But it wasn’t until 1767 when Eva’s 7th great-grandfather received a gift from the King of Spain. It was a land grant of almost 4,000 acres along the Rio Grande, which remained in her family for over a century. 

Born March 15, 1975, Eva Jacqueline is the fourth girl behind Elizabeth, Emily and Esmeralda. With her mother, Ella, and her father, Enrique, all have names that begin with the letter “E.” Eva explains the family tradition began with her maternal grandmother.

“My mom’s mom did that. And my mom chose to continue it. My mom’s brothers and sisters all start with an “E.” All my aunts, Elda, Elsa, Edna…There’s nine of them. Crazy.”

Eva was raised Roman Catholic and did not learn to speak Spanish until her mid-30s. When she was young and the darkest skinned in the family, her big sisters would jokingly call her “la prieta fea,” a Spanish expression meaning “the ugly dark one.” The thought is humorous as she became a world-renowned cover girl. 

Eva fondly remembers her childhood on the Longoria farm. 

“Growing up on a farm is a gift. I mean, it really is a gift. It gives you an appreciation for nature, animals, gardening and where food comes from. My dad would never let us eat fast food because we grew so many vegetables. He said there was no reason to ever eat out. We would pull carrots from the ground and just eat them. Not even wash the dirt off. We were savages at our ranch. We would run around all day.”

It was a different era in the 1980s, before cellphones and video games. 

“There was never a choice to stay inside. That was a punishment and the worst thing you could hear growing up on a ranch. It gave me such an appreciation for nature and specifically animals and raising chickens and raising pigs.”

Her father taught Eva and her sisters how to handle a gun to hunt. On “Dateline NBC,” Eva shared, “I can skin a deer, I can skin a pig. I can pluck a quail. You name it, I’ve done it.”

Giggling, “My first pet was a cow. I mean, it was definitely different.”

Eva feels it’s essential to raise her son, Santiago, with an understanding and appreciation of nature through taking care of animals. Fortunately, she still has her ranch in Corpus Christi. 

One of the biggest impacts on Eva’s childhood was her sister Elizabeth, whom everyone called Liza. She is intellectually disabled. Ella Longoria was determined to facilitate the best possible life for her eldest, as well as her other three daughters. So much so, she became a special education teacher providing guidance for the family and enabling her to accompany Liza in public school. Eva has shared in the press, “Growing up with a sister with special needs makes you selfless… you think of others first.” She also remembers volunteering annually with the Special Olympics. It helped her form her deep conviction to give back. 

Today, Eva’s Heroes, a nonprofit organization, founded by Eva in 2006, and based in San Antonio, Texas, puts into practice the lessons learned from her sister. It reflects Eva’s compassionate and empathetic desire to enrich the lives of other individuals with intellectual special needs. 

Despite Enrique working as a tool engineer and rancher, and Ella working full time, money was tight. Years before Eva’s quinceañera, the traditional coming-of-age celebration for Latinas, Eva realized there would be no money for her party. As the story goes, she “swiped” her sister’s ID and got a job flipping burgers at Wendy’s before the age of 15 to make enough money for her celebration. Her grit, determination and self-reliance were being realized. 

At Roy Miller High School, Eva not only played three sports, basketball, track and gymnastics, but she also made the cheerleading squad and head drum major, a near impossibility all at the same time. These extracurriculars led to a cheerleading scholarship at Texas A&M University in Kingsville. Five years later, after winning Miss Corpus Christi and scoring her first trip to Los Angeles, Eva was excited about visiting Hollywood. 

“I remember just wanting to go see the [Hollywood] sign when I arrived. All I wanted to do was live in Hollywood so that when I wrote home to my mom, my address would be Hollywood, California on the envelope.”

Finding success was not easy. To make ends meet, Eva worked at an executive search firm. Roles offered to a Latina were few and far between. Her dream was to have a recurring role on a soap opera. But first, she needed a break. “Beverly Hills 90210” was it. 

As for eventually living in the coveted zip code?

“It was my husband who wanted to move there. We lived in Hollywood. He was the one because of the show [“Beverly Hills 90210”]. One day he said, ‘I want to live in 90210.’ When we got married, we immediately started looking there. I have my husband to thank for that.”

In 2013, a friend set Eva up on a date with José (Pepe) Bastón, a Mexican-born businessman, and a successful Televisa executive and producer. She shared that by date two she was already swept away. Eva told People Magazine, “He was the most handsome man I’d ever seen. He was so charismatic, charming, sweet and funny.” When Bastón proposed to her in Dubai, Eva went to social media, posting photos of the couple with the hashtags, #Engaged #Dubai #Happiness. In a white gown designed by her best friend and bridesmaid, Victoria Beckham, Eva married Pepe during a sunset ceremony at his home in Valle de Bravo, Mexico on May 21, 2016. Three years later, Eva gave birth to their son, Santiago Enrique (Santi), in June of 2019. 

The timing of the move to Beverly Hills, the Garden City, with her baby could not have been more perfect for Eva. 

“Not only did we move [here], we moved [here] and then COVID happened. To be able to walk during COVID was like a gift. I lived in the Hollywood Hills for so long. There’s no trick-or-treating, there’s no walking anywhere. You have to get in your car and get out. And during COVID, it was such a gift to not only walk outside on beautiful streets, but you could also admire the landscaping and the palm trees. You feel like, OK, this is L.A. living. We really felt this is what people think about when they think of L.A., like this street right here, these palm trees right here. And then you get the beautiful tour of these gorgeous homes. I could just walk and walk and walk and just stare at people’s gardens and people’s fences and people’s doors.”
And like her attraction to gardens, Eva’s character, the sassy, sexy Gabrielle Solis, on the highly successful ABC series, “Desperate Housewives,” was desperately attracted, while married, to her gardener. Eva starred on the show throughout its run, from 2004 to 2012, and received numerous awards and nominations.

Cast in the show more than three years after her first speaking role, it would take another three years before Eva was cast in her first feature film. While on “Desperate Housewives,” Eva starred in the thriller, “The Sentinel,” opposite Michael Douglas and Kiefer Sutherland. She is not shy in sharing her feelings and reflecting on her years of hard work to gain traction in her acting career.

Her roles continued far beyond these few notable ones, and as her star rose, Eva began popping up in high-profile advertising campaigns in both male and female fashion magazines, as well as in many glamorous cover stories in Vogue, People, Harper’s Bazaar and Marie Claire. To this day, she is included on most magazines’ “top” and “best” lists. In 2005, she became a spokesperson for L’Oreal Paris and remains featured in their print and TV ads today, 18 years later.

In describing beauty as she’s matured, Eva has a different point of view from when she was younger.  

“It’s always wonderful to be called beautiful or be on these lists of most beautiful. And I think it’s cliché to say beauty comes from within, but it really does. If you can exude confidence and intelligence and empowerment, there’s nothing more beautiful on a woman. And that doesn’t necessarily come from makeup and haircare. That comes from knowing who you are. That beauty comes from being empowered in your job, being stable in your relationships. There are so many things that I personally identify with [when it comes to] beauty, and I think it has very little to do with the exterior, but I’m older. I’ve evolved to this place of really understanding and knowing beauty is deeper and has very little to do with the superficial surface.”

As time moved on, Eva broadened her creative energies to include producing projects under her UnbeliEVAble Entertainment company. She began to direct series episodes and documentaries, with an eye toward one day directing feature films. Satisfying her need to message through storytelling, Eva, as a producer, examined the plight of the migrant farmworkers and their dire working conditions in “Food Chains.” Similarly, “The Harvest,” another UnbeliEVAble documentary, is told from a child’s perspective about the deplorable working conditions that “tens of thousands of children face” in fields across the United States every year. 

By revealing these true-life stories, through the vehicle of film, Eva reminds us, “I don’t speak for the Latino community. I encourage the Latino community to speak for themselves.”

Recently, UnbeliEVAble Entertainment was folded into the media holding firm, Hyphenate Media Group. This new venture, which Eva co-founded with Cris Abrego, is part production company, business incubator and talent scouting agency. 

To further enhance her activism, at the age of 34, Eva returned to school to earn her master’s degree in Chicano Studies at Cal State Northridge.  

Aware of the inequities that affect Latinas and wanting to improve their trajectory, Eva created the Eva Longoria Foundation in 2012 with its mission, “to help Latinas build a better future for themselves and their families through education and entrepreneurship.”

Along with its advocacy and research, the foundation has funded educational programs such as STEM workshops aimed at school-age Latinas as well as classes and workshops for Latina entrepreneurs. In addition, the foundation has given $1.9 million in dispersed loans to 220 Latina entrepreneurs, enabling them to employ and retain more than 600 Latinas. 

Breaking through to that next step to become a feature film director, as a Latina, albeit an accomplished actress, series television director and producer, took confidence, conviction and self-belief. 

“It’s definitely hard for women behind the camera for sure. We in no way have gender equity in our industry, but honestly, that’s across all industries. There are very few women on boards, women in corporate America, women as CEOs. With Hollywood, people make the assumption we’re very progressive so Hollywood’s getting it right. We’re not. We’re far from getting it right. And again, if you look at the numbers, we have less women directing TV and film than we had a couple of years ago. So those numbers dictate we’re going in the wrong direction. But how can we be going in the wrong direction?” 

Eva advocates that the Hollywood community should course correct and broaden the applicant pool. But first, it has to acknowledge the problem. 

“Why wouldn’t people be more conscious about hiring women? It’s still a problem that we have to address and acknowledge because it’s not going to change. And we have so many amazing female storytellers that should have the same opportunity as men to get their projects made.”

Eva suggests that the cause of the problem is where change must occur. 

“I always hire ‘with the lens of other,’ whether that’s a woman, a person of color, a person with a disability, LGBTQ. I don’t think there are people at these studios up in a tower going, let’s not hire women and people with disabilities. I think they unconsciously work with who they always work with. It takes a different mind frame to expose them to a different talent pool. Let’s tap into a different talent pool that is equally talented. Just because you are doing a diversity hire does not mean you’re getting less. In fact, sometimes it makes your movie better.”

This year, in her feature film directorial debut, “Flamin’ Hot,” Eva tells the story of Richard Montañez, the son of a Mexican immigrant and a janitor at Frito-Lay who created the idea for Flamin’ Hot Cheetos. Following her own advice, Eva cast a wide net by offering opportunities and opening new doors. What was her takeaway? 

“That I could do it. I think a lot of times, specifically female directors say, ‘I don’t know if I’m ready. I don’t know if I know enough, I don’t know if I can.’ And we go in it with this real vulnerable, insecure position. At least I did. I was thinking, why did I say yes to this? Having that fear of not being ready and then finishing it and going, not only was I ready, I know what I’m doing and I’m good at it! I don’t think men do that. I don’t think men go, ‘I don’t know if I want this shot.’ It’s like they just go, assume the job is theirs and they get it. And so, for me, I think that was the biggest lesson was not only, you can do this, it’s you’re really good at it.”

Proud of the film’s message, Eva offered, “There was even a stroke of love in how we did the cholos… This was his [Montañez] lived experience. These characters were real people. And I think that we really were applauded for how we portrayed Latinos in this film, even to the cholos who are real, complex, beautiful people.”

The film, “celebrated an immigrant story rooted in the United States,” reported the New York Times and was screened with Eva in attendance at the White House with the President, First Lady and 600 attendees. President Biden said, “Opportunity is a cornerstone of our democracy and the American dream. And you’ll see in the film, that’s exactly what the Hispanic community embodies: opportunity, courage.” 

This was not the first time Eva was invited to the White House. In 2012, she supported Barack Obama and was one of seven Californians named co-chair of President Obama’s reelection campaign. 

Of the many hats Eva wears in the entertainment industry, including as a talk show host and podcaster, the one she would choose to wear first and foremost is as a director. 

“I just really enjoy it. I love having control of the final product. As a director, you’re in charge of everything. I like having the control of the overall creativity.” 

Pride-filled and passionate, you can feel Eva’s commitment to her Mexican culture in just about everything she does. Combining that with her love of family, food and fun, it’s no wonder she explored ideas around cooking as an avenue to hone her business acumen, along with her creative talents, in becoming a successful entrepreneur.

Unlike her character in “Desperate Housewives,” Eva loves to cook. A talented chef, Eva has authored several cookbooks inspired by her Mexican roots. She even posts about her cooking skills on Instagram, “There’s nothing like a homemade meal and sharing memories in the kitchen with your loved ones.” Of late, she posts videos that include her son Santiago. “He’s been cooking with me since he was two,” she told People Magazine. “Nothing brings me greater joy than feeding my family.”

Joy inspires laughter, and when Eva recently launched a new cookware line she named it Risa, Spanish for laughter. From the moment it appeared on the shelves, it received rave reviews in materials, design and storage simplicity. But not all food endeavors have been successful. Beso, which means kiss in Spanish, a restaurant and nightclub Eva created and co-financed, first opened in Hollywood in 2008, and later in Las Vegas. By 2011, the venture had failed, but provided Eva, as a young entrepreneur, with some valuable lessons. 

Casa Del Sol Tequila, which Eva calls her “baby,” was founded in 2021 by a female-led team “inspired by the magic of golden hour and the legend of the Aztec goddess of agave, Mayahuel.” The company touts that among its many distinctive qualities, instead of sourcing whisky barrels from the United States, it uses Cognac barrels from France. This unique aging process results in an extremely smooth liquid with a distinct flavor and aromatic profile. 

Despite the fact that Eva had been approached by many tequila companies over the past 20 years, she chose to become a founder of Casa Del Sol. 

“[The company] was really honoring the traditions of tequila making, honoring the jimadores [workers] in the fields, honoring the people of Jalisco, making sure people understood how to drink tequila, the tradition of tequila, the art of tequila. It wasn’t a money grab. It wasn’t a celebrity endorsement. It was a really authentic approach to celebrating the most iconic symbol of Mexico, which is tequila.”

“And then when I tasted it, I was like, ‘What is this?’ The juice is the best in the industry, hands down. We’re the only portfolio that ages in Cognac barrels, which gives this insane smoothness. Not that it’s a tequila for women, but we have the most women of any company in key positions. We have a female master distiller. We have a female president. We have a female CEO of the distillery. It’s important that we have success. So that the industry itself can put more women in positions of power, and go, ‘Oh, that works. Women can do this job, too.’ All those factors really made it a no-brainer for me to sign on to Casa Del Sol.”

The president of the company, Colbi Corbett, shared, “We looked at the landscape, and we really wanted a strong Latina voice as a co-founder in our business. We wanted to be able to have someone authentic and someone who has real genuine ties to the region. [Eva] is an incredibly savvy businesswoman [and] we looked at [her] as a true business partner. She’s had a ton of successful ventures in front of and behind the camera. And anyone who knows Eva knows about her grit, her hustle, her ability to make things happen.”

As for the company’s female Master Distiller, Carmen Gonzalez Alfaro, Corbett adds, “Less than 11% of Master Distillers in the tequila industry are women. We’re very proud that Carmen is our Master Distiller. When we go to hire, we want to make sure that we’re offering opportunities for women to be successful.” 

This year on CNN, Casa Del Sol was highlighted in “Searching for Mexico,” a six-episode series that explores the lesser-known parts of Mexico. Choosing Eva as the journey’s tour guide, Stanley Tucci and the team at CNN made the right choice for a delectable food and travel experience. Eva’s favorite segment is Veracruz, the port gateway between Mexico and the rest of the world. 

“I really loved Veracruz. I didn’t have many expectations for it. This was where everything started. This is the port where the conquest happened. This is where Indian spices came through, Asian spices, Asian cuisine, African cuisine, everything came in through that port. And so, Veracruz is probably the most eclectic state [in terms of] cuisine. It was so beautiful to see the history that had settled there. And I love Mexico City because it has a bit of everything; you can get Jalisco tacos or Oaxaca tacos or Yucatan fish. Mexico City has so much to offer.”

Just as Eva relished exploring her roots traveling Mexico, the holidays give her the perfect opportunity to tap into the traditions, food and celebrations of her culture. Aligning perfectly with what soothes the soul for Eva, it’s a special time in the Longoria-Bastón home. 

“We’re a Mexican household, so we do tamales at Christmas. It’s a tradition. You need a whole assembly line to do it. Usually, it’s all the aunts and the cousins, and it takes a lot of people. It’s labor intensive, but they’re so good. I don’t know why we only eat them around Christmas.” 

Eva offers that Santiago witnesses the tamale-making tradition and enjoys the fun when her big family gathers. 

“And we make a lot of Christmas cookies called pan de bono. That’s been a tradition in my house forever at Christmas time. We make buckets and buckets of them and give [them] out to everybody. Most of our holiday traditions really center around the kitchen.”

As for the New Year’s holiday and resolutions, Eva shares she would like to better her meditation skills. 

“My meditation is my workout, so I have an hour every morning, early. I have to get it in because it’s my mental health hour more than my, ‘I’m going to work out to get abs hour.’ For me, it’s really about clearing my head and setting up my energy for the day. But I wish I would meditate longer. I’m inconsistent with my meditation, so that’s what I’d like to do better.”

If Eva’s meditation is her workout, then how does she find peace? 

“Well, my family is my peace. Peace for other people may be a spa day. Sometimes they want to escape from their family. But for me, traveling is peace. Traveling with my family [is something] I love to do. I think traveling is still one of the greatest luxuries. It’s just so expensive now. But for me, peace is being with my family. But I also think the biggest lesson to people is you don’t have to do extravagant, expensive things to find peace. It could be a bath at the end of the night. It could be lighting that incense, lighting that candle that hasn’t been lit or throwing in the bath bomb. Use the bath bombs, don’t accumulate them. Use the good china, use the good plates. Don’t save them for a special occasion. Really live that life. Live!”

And as she lives her best life, who has guided her—who has been Eva’s north star, her role model? Who has influenced her and motivated her to move through life as she does? 

“I didn’t grow up with celebrity culture. So, if you ask people today, ‘Who’s your role model?’ They’ll name somebody famous without knowing them, without ever meeting them. When you ask me, it’s always my mother, my role model, my example. She taught me about my work ethic. I never have to really look that far to see an example of the woman I want to be. I even think about how much she did when we were young, and that’s what makes me feel like I’m not doing enough. I need to do more.” 

But she doesn’t do it alone. “I have an amazing tribe of women around me. My best friends of 30 years are smart, independent, incredible women. There’s no truer statement than birds of a feather. Specifically, for young people, who you hang out with is a bigger indicator if you’re going to be successful than whether or not you went to Harvard. I’ve purposely surrounded myself [with] examples of women I want to be.”

Sharing her time between Beverly Hills, Texas and Mexico is challenging enough. But then to juggle her many business ventures with developing her entertainment projects, advocating for the issues important to her and finding time for her family, it’s hard to believe Eva is as productive as she is. Her assistant, Jessica Peron, shared that those close to her know her secret. She’s the “master multitasker.” Even Steven Forbes at the 2019 Forbes Women’s Summit asked her, “Is there anything you aren’t doing?” Eva jokingly responded, “Well, I don’t sing.” 

Despite the importance of family to her, Eva decided to have a child later in life. Having lived for 43 years and then having a child was a big change. 

“It’s changed me completely. People sometimes go, ‘Oh my God, your life’s so complicated now that you have a baby.’ And I’m like, ‘No.’ He’s actually simplified my life because you’re no longer the center of your universe…I always felt like, oh my God, I’m going to miss out on that. I have to go there. I should do that. I need to say yes to that. Now, it’s so easy to say no if it really takes away from the time with my son. Time is precious. Time is my greatest resource. And so, for me, it’s been easy to reorganize my life now because he’s such the priority. Everything just falls away. He’s actually simplified my life.”

And then she adds, “Another way it’s changed me is it’s made my philanthropy so urgent. Ever since he’s come into this world, I’m like, we have to hurry up and make the world a better place because it’s scary. It’s a big job, now more than ever. It’s a big job.” 

Eva could have sat back and enjoyed the fruits of her fame, or retreated into the bliss of new motherhood, which would have been understandable, but she didn’t. She worked hard to get to where she is, and when she was given the opportunity to finally produce and direct, Eva pointed that lens squarely at the issues affecting Latinos. Beyond founding her charitable organizations, she’s driven to help others get a fair shake. Still, to her, it isn’t enough—she needs to do more. 

Given what she’s already accomplished, and leading by example, we can only imagine what that “more” might look like. One thing is for sure, it will come from her authentic desire to effect change for the better. 

And that is what makes Eva a proven woman of influence. 

The post Eva Longoria Redefines Star Power appeared first on Beverly Hills Courier.

Walking aimlessly down a wide, empty corridor, past the lockers toward math class, Mike Amiri’s 15-year-old imagination steers his thoughts and slows his pace. Turning the corner, he crashes into somebody.

“Sorry,” says Mike, quickly realizing that somebody is Lenny Kravitz! The rock star!

A former student of the school, Kravitz is at the height of his fame.

“I’m Mike,” he offers, containing his excitement.

“Lenny”

“I know. Love your music. But what are you doing back here?”

“Thought I’d stop by. See some of my old teachers.”

“Want some help?”

“Sure. You know Mrs. McKenzie?”

Mike leads Lenny. They reach room 170.

Lenny peeks in, “Yep, that’s her.” Mike opens the door.

Mrs. McKenzie looks up, “Mr. Amiri, shouldn’t you be in class?”

Lenny pops in front of him. Mrs. McKenzie lights up! The class goes wild. Mike, a die-hard, impressionable rock ‘n roll fan, stands back, rapt in the moment, his math class a million miles away.

Twenty-six years later, at the posh Hotel Costes restaurant in Paris, Mike is dining with his wife, Shirin, when Lenny Kravitz approaches.

“Mike…”

“Lenny…” Mike stands to greet him.

“My stylist just texted me you were here. I wanted to thank you for the jacket you made me. I love it.”

“I’m glad,” says Mike.

“It’s iconic.”

“It’s pretty nice,” Mike offers humbly.

“Great to finally meet you,” says Lenny.

“We’ve met before.”

“We have?”

“Years ago. When you visited Beverly High.”

“That was you? Really!”

Mike nods yes.

In that moment of serendipity and recognition, they embrace.

Bumping into a rock star in the hallway of your high school is unbelievable, even if that school is Beverly Hills High. But to meet him decades later and find yourself on par with that rock legend, that is extraordinary. This chance encounter is one of the many signposts along Mike’s journey signaling that Mike Amiri, the fashion designer, has arrived.

In just nine short years, Mike has built an indisputably world-class, luxury fashion house. His eponymous fashion line, AMIRI, blew up so fast it gave established houses whiplash as they watched the new kid on the block open his flagship near them on Rodeo Drive in 2020.

Back in 2014, Mike was stitching one-off stage pieces for musicians like Axl Rose and Justin Bieber from the basement of a Thai restaurant in Hollywood. Soon, he was selling out collections at the fashion cult mecca Maxfield. He has been nominated three times (in 2019, 2021 and 2022) for the prestigious Menswear Designer of the Year Award by the Council of Fashion Designers of America, alongside Tom Ford and Rick Owens.

Today, it’s The Weeknd, Usher, Leslie Odom, Jr., Black Coffee, J Balvin and Teyana Taylor who are wearing Amiri’s clothes. And his fans aren’t limited to those from the stage. A-list movie and television stars like Brad Pitt, Paul Rudd, Rege-Jean Page, Tessa Thompson, Natasha Lyonne, Robert Pattinson, Tyler James Williams and Jared Leto wear AMIRI. Mike’s reach has spread to athletes as well, such as Lionel Messi and Odell Beckham Jr. In the championship boxing bout in Las Vegas on April 22 of this year, boxer Ryan Garcia wore head-to-toe AMIRI in and out of the ring.

Along with the Beverly Hills flagship, there are currently nine standalone AMIRI stores worldwide in the U.S., Japan, United Arab Emirates and China. Part of the meteoric rise also involves 160 boutiques, “shop in shops,” inside globally esteemed retailers including Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman in the U.S.; Selfridges and Harrods in London; Galeries Lafayette in Paris and Joyce in Hong Kong.

With the expansion into footwear, womenswear, children’s wear, accessories and lifestyle products, along with his newly renovated store on Rodeo Drive, AMIRI is projected, as reported in the Wall Street Journal, to do $320 million in sales in 2023, up 56% from last year.

The soul of the brand is, at its very essence, Mike Amiri himself. His interpretation of California luxury lifestyle is undeniably authentic, built on his own life experiences growing up in Los Angeles, playing basketball, skateboarding, creating street art and hanging out at the rock clubs on Sunset Boulevard.

Where other fashion labels attempt to replicate L.A. culture with products like logo-emblazoned skateboards or campaign images featuring our famous palm tree-lined streets as backdrops, Amiri is the real deal.

So, how did a kid from Beverly Hills High, with no connections, without a bottomless trust fund and zero fashion design education get here? It’s an oft-asked question by those who want to know his “secret sauce.”

I set out to find the answer.

Leaping over puddles on the rare rainy and windy day on Rodeo Drive, I reached AMIRI’s flagship storefront as the black-suited security guard opened the door to let me in. And like Dorothy’s gloomy, black-and-white Kansas switched to sunny Technicolor Oz, this dark day quickly transformed into a bright, calm, inviting AMIRI haven. I soaked in the store’s staging, the simplistic artistry, the mood-setting music and the strategically suspended clothing hanging from the high ceilings. Here, purses mimic chic basketballs, skateboards are designed by L.A.-based artist Wes Lang and handcrafted leather totes show off California landmarks.

Soon, Mike Amiri, like the mastermind from behind the curtain, emerged from the back of the store, brandishing a warm smile, reflecting the sunshine he seemingly created. With a welcoming hug, he led me upstairs in search of a more intimate space for our interview. On the way, we passed a stylized workspace, a walled art installation featuring spools of thread in a rainbow of colors above matching antique sewing machines. Mike shared that the cabinets in front of the wall were filled with drawers of handcrafted or fine bejeweled accessories to enhance custom design for AMIRI’s exclusive VIP clientele.

In the next room, he invited me into a living room-like setting, poised for our interview with two stunning AMIRI logo motif armchairs, surrounded by soft drapery. I could not wait to dive in, to learn how this young designer had stormed the fashion industry in record time, and how he found the magic that ignited a global community to embrace his critically acclaimed, Los Angeles-based luxury brand.

The son of two Jewish Persian immigrants who owned an antiques business, Mike grew up first in Hollywood, then Beverly Hills. The middle of three boys, Mike spent a big part of his childhood in a dreamworld.

“Oftentimes, I created things, adventures, by myself, in my head… At some point, I realized that my brain was just geared for creating things that don’t exist and the possibilities that may exist. It wasn’t necessarily about clothing. It was just more storylines, or narratives, or looking at things a little bit differently than other people saw them.”

He also pursued your average teenage boy interests like basketball, skateboarding and riding BMX bikes. At some point, Mike became captivated by the notion of heroes, spending many hours watching the heroic deeds of characters in Westerns and war films with his father, a proud enlisted U. S. Army man.

“I love the idea of heroes, not just lead singers in rock bands, but in any field. Currently, I’m fascinated with people who become iconic in their fields, those who are obsessed with ideas regardless of adversity.”

Wanting to be cool like the rockers in Hollywood, Mike merged his finely honed imagination with his desire to stand out. In middle school, he attempted his first trendsetting garment. Having seen the punks on the street with DIY patches on clothing, he asked his friend’s mom to sew the front of an old Mötley Crüe T-shirt onto the back of his denim jacket. For $20, he created his own Mötley Crüe piece. Soon his friends in Beverly Hills followed.

“It was me kind of creating that hero for myself.”

When you distill Mike’s recollections of adolescence, a clearer picture emerges, one perhaps defined by his, sometimes fraught, search for a creative outlet. One of these outlets was graffiti, which, while in high school, put him in minor trouble with the law. This led to himsitting down with the school’s counselor. During their meeting, Mike recalls the counselor’s suggestion, “Maybe you just have a need to see your artwork displayed, and you’ll get a sense of pride from that.”

It made an indelible impression on Mike.

“It really changed my understanding of why it happened. It really made sense to my teenage brain.” Pondering today, Mike shares, “When you connect the dots backward, it’s really amazing.”

A Renaissance man, Mike taught himself how to play the piano and drums, and how to use production software on the computer. While in college, Mike reconnected with his old friend, Tiger JK, considered one of the founders of the hip-hop movement in South Korea.

Tiger JK was a classmate of Mike’s at Beverly Hills High School.

“I just really loved kind of exploring how to create things… And when I knew he was interested in music, I said, ‘Well, I can make songs [with him].’ I really fell in love with doing that part of it. It felt natural to me. He ended up becoming a really big artist in Korea, and I would go there and visit him, and sometimes help him perform.”

In the process, Mike learned how to read and write Korean. The group won awards at the Asian Music Awards, honoring much of the music Mike produced and wrote.

Mike knew in his heart this was a detour and not his true path. But the lessons he learned prepared him for the next chapters of his life.

“I did understand what it was like to create something. And watched it carry on a life of its own. To make something from nothing… It’s saying ‘yes’ to something that you have a creative opinion. And not looking at it in a way [in which] it’s unbelievable or ridiculous, whether it’s creating music in a foreign country or saying that you’re going to build a luxury brand.”

When he returned from Korea, Mike applied to law school. “It seemed like a very responsible thing to do… to follow a safe path.”

Mike chose a school that had a campus eight blocks away from the heart of the fashion district in Los Angeles. While he was working towards a law degree, he satiated his artistic drive.

Curious and intentional, Mike submerged himself in the many facets of the fashion industry.

“I would go to the vintage stores and open a blazer and try to understand why they put padding on certain areas. It was deconstructing and trying to understand how things are made.”

He engaged with stylists who were creating pieces for different people. Through them, Mike learned the processes of making a finished product. Soon, the stylists asked Mike to help create garments for their artist clients. He was also included in the design projects for some of the larger American fashion houses.

Eventually, he took the leap and set out on his own, deciding any limitations he would face would be seen as opportunities. He likened the need for resourcefulness to the garage band days of his youth, when the fonts of inspiration and creativity flowed more than funds.

“The thing we always talk about within the design studio is let’s pretend that we can’t buy the best pinstripe wool in the world. So how do we create that? What makes Amiri ‘AMIRI’ is not the fact that we’re able to use the best materials in the world. It’s the fact that we’re able to bring something new to the conversation, which is a youthful, creative sensibility.”

While he was defining his brand’s identity, Mike began to build an impressive clientele of L.A. performers making hand-crafted, unique stage pieces for them. This experience guided him to explore an authentic L.A. rock ‘n’ roll fashion vibe. Mike experimented using traditional materials, manipulating them and employing some outside-the-box craftsmanship. For example, he took cashmere sweaters and jeans to the desert in Joshua Tree and blasted them with a shotgun to give a scorched and tattered effect.

As a native with extensive travel experience, Mike was well aware of the way Los Angeles has been perceived by the world as a place where dreams are born. He wanted to incorporate this uniquely L.A. feeling as a part of his brand’s identity.

“If you are not from here, it means something different to you, and something a bit more romantic. When I go to Italy and people learn I’m from L.A., they say, ‘Oh my God, Los Angeles. It’s my dream.’ I think that reaffirms that we represent something here. There is a dream here that people relate to. I mean, if you look at California, Hollywood, Beverly Hills, this is where people come to chase something bigger than them. There’s so much that it represents, opportunity and optimism. And I always ask myself, ‘What does that look like in clothing? What does that look like on a runway show? How does that feel and why?’”

Mike wanted to set himself apart from the European brands by telling a story that was authentic to his experiences. He posited, “‘Why don’t I bring an authentic California cool to the market? Why don’t we use just as good fabric, just as good sewing, with the same coolness and DIY approach?’”

It was a bullseye for Mike.

“I bring the perspective of someone who is from the city, who knows what it feels like to be from California. There’s a certain romantic notion about a T-shirt and jeans in California. How do they feel? They’re soft, they’re worn in. Your T-shirt might have a little bit of sun fade. There’s a certain color palette associated with that. It allows people who are in Europe, when they buy it, to feel like they’re getting a little piece of California.”

Mike began to filter everything through this California lens, and eventually, it became part of the DNA of the brand.

“I deconstruct suits so they’re super comfortable. It almost feels like you’re wearing a T-shirt because that’s the weather we have here. In L.A., you can go to lunch at 3 p.m., and still go to dinner at 7:30 p.m., wearing the same thing. How would you do that if you were wearing a stiff suit? There’s a certain comfort level associated with this California dream.”

AMIRI jeans are a perfect example of the brand’s distinctive identity. At a time when most designers shied away from men’s skinny jeans, believing their silhouette was too feminine to catch on, Mike ran headlong into the challenge. Using stretch-infused fabric, his jeans became known for their extremely comfortable, yet super tight fit. When he introduced them into the marketplace, AMIRI jeans quickly became identifiable and extraordinarily successful.

Mike lasered in on his brand’s identity, “Modern luxury through a California lens” he proudly exclaims, adding “The plan was always to have an American aesthetic.”

When he was ready, Mike approached the trendsetting, iconic fashion retailer, Maxfield, in West Hollywood. He convinced the owner to stock a few of his designs. He then spent an inordinate amount of time with the salespeople on the floor learning about his new customers.

Mike would ask himself, “Who was this guy? An artist? A performer? An athlete? And as I would design, I would imagine that person a little bit more and put my creative spin on these heroes. And it went from six pieces, to eight pieces, to 15 pieces, to 20 on the rack. And it wasn’t selling anywhere else in the world. If you wanted to buy that product, you could discover it on social media, or you could discover it in Maxfield, alongside some of the best work in the world.”

The hype around the collection was largely built on social media. Knowing this, Mike fully utilized these platforms, which he credits as immeasurably responsible for launching his brand.

“Social media helps democratize what talent can shine. If you look at the traditional fashion world, you’re either discovered by a company, or there is an editor that will help highlight you. Or you’ve worked yourself into a sales showroom. You have to wait for someone to say, ‘Yes, I’ll give you a try.’”

Mike calls these arbiters of fashion, “gatekeepers.” While he believes they are relevant, he does not believe they control the process as they once did.

“I would never have survived in that world. For me, it was more of ‘I’m creating this piece, and I’m going to post a picture of it. And feel free to talk about it if you like it or if you don’t… And if you like it, you can buy it here…’”

By interfacing with the customer, Mike found a more direct route to market his brand. He spoke to a new generation who could check out his post and see, for example, what a designer’s daily activity entailed. In so doing, he created a genuine relationship with his customers, one with complete transparency. They learned about the AMIRI artistic approach combining traditional, delicate, exquisite European craftsmanship and fabrications with a DIY, innovative, garage sensibility.

After the AMIRI pieces flew out of the store, Maxfield proposed a pop-up shopping experience for his customers. Mike interpreted the offer differently.

“It wasn’t like a little pop-up shop in my head. It was my first retail store. And I was going to treat it as such… This is my tester for Rodeo Drive.”

An exclusive AMIRI space, it was filled with everything from a handbag, to a hat, to pants, to a jacket. The purpose was to put together a whole outfit with AMIRI. But money was tight. Mike had to run a lean, mean operation. There were only a handful of people, including Mike, working on his designs and the development and production of the goods. Despite the young brand having never done this before, it sold out nearly $300,000 of merchandise in just three hours.

“It was really organic… but a painstaking process from beginning to end. The product was so detailed and thoughtful and took forever to make. When it got to the rack, it was a bit undeniable.”

For Mike, when it comes to the finished product, the whole isn’t greater than the sum of its parts, the whole is the sum of many great parts.

“To complete a perfect product, it’s never 50 plus 50. It’s one plus one plus one until you get to 100, every little element, from color, to fit, to fabrication, to length… All of these things make the whole. But it’s never, ‘Oh that looks great because they’re using a special sort of thread…’ Every element counts.” Later he shared, “If something is undeniably good, how can you say no?”

Mike also believes that exclusivity is the key to success in the luxury market. Another foundation is incorporating selective discipline. Early on, he exercised “restraint not to sell to a lot of people.” Maxfield, well known for being an ultra-exclusive boutique, carried AMIRI for 1 ½ years before Mike sold it to another retailer.

Barneys Beverly Hills started, like Maxfield, with only a few AMIRI pieces at first. And like Maxfield, Barneys quickly sold out. Mike replenished the small order, understanding that scarcity is a part of the successful formula. The new pieces quickly sold out again. The cycle continued, and slowly grew, with Mike continuing to make his regular recon visits with on-floor salespeople to learn about his ever-expanding customer base. Eventually, AMIRI became one of the top five-selling brands for the entire Barneys company.

“My path deviated from a lot of designers where they would sell what they needed to sell to whomever would buy.”

Russ Patrick, Senior Vice President, General Merchandise Manager of Men’s, Gifts & Home and Children’s at Neiman Marcus shared, “Mike has distilled his L.A. upbringing into a distinctive look that resonates strongly with our Neiman Marcus customer. We began our partnership almost five years ago by launching the collection in our Beverly Hills store, complete with an innovative and welcoming shop-in-shop. Many years later, our customers’ desire for AMIRI continues to grow and so has its presence across our portfolio of stores. Mike’s success as an American designer, on a global scale, has been impressive and swift for a relatively nascent brand. He has shown an incredible amount of focus, thoughtfully and carefully expanding the brand’s presence and assortment, cementing his place as an influential brand in the luxury space.”

The location of the product line is another vital component in building a luxury brand, Mike believes. Birds of a feather flock together.

“[My designs] have to be with my peers. I need to sit next to Gucci. I need to sit next to Christian Dior. And some would say [referring to the brand], ‘You’re 2 years old.’ And in my head, I said, ‘There’s no difference between my art and this art.’ And some buyers would pass and regret it, and other buyers like Barneys, for example, said, ‘I’ll make that deal with you.’”

Similar to the qualities he admires in his heroes, Mike possesses strength in his conviction. Determined to win by taking control of the process and the company’s destiny, Mike was able to choose where AMIRI was sold.

“Whatever I did at Barneys, I did in Selfridges, and I did in Paris, and I did in Tokyo, and I did in every department store saying, ‘I’m not going to sell this unless it’s within a luxury context because this is of that caliber.’ And doing that around the world, little by little, it created a community that was global…The amazing thing about it is, I won’t be the last one to do this. I think this is going to be a bit of a blueprint.”

He believes many more designers, not from the traditional designing world, are going to emerge and open stores on prestigious streets around the world like Rodeo Drive.

The international fashion entrepreneur and connoisseur, Renzo Rosso, founder and Chairman of OTB (Only the Brave) fashion group based in Italy with companies including Maison Margiela, Jil Sander, Marni, Diesel and a minority stake in AMIRI, states, “AMIRI is something unique. Mike is an absolute genius, and he has been able to create a brand, which has a soul, a distinctive voice and is recognizable among all the others. The project Mike had in mind and what he wanted to do were the factors that led me to believe in the project and invest in it.”

Mike has a consuming passion for his brand, but it’s not the only love in his life.

Married 14 years to his beautiful wife, Shirin, he is the proud father of three, daughter Kayla and sons Ryan and Jordan. Having to balance his business with his family life has forced him to make some hard choices, even sacrifices with respect to spending time with his children.

“I think in the beginning, when you’re building something so grand, you have to be obsessed with it. It is one of your children, as well. I don’t think there’s any way to do anything so big if you’re not completely obsessed. When they were younger, they did remind me of the things that I have missed. But once the foundational work was done in the company, I was able to balance out my time much, much better. And also include them in my world. It’s not really a sore subject anymore. They hardly ever bring that up. They have a pride in understanding that I was able to do something that’s very rare and uncommon.”

Rosso added, “Mike and I also have a strong personal tie, and we try to spend some leisure time together with our families during the year. We share our perspectives, ideas and experiences, and I feel these are very meaningful moments for both of us. I strongly believe that family is a source of inspiration and positive energy for Mike; this is one of the most important values for him, and it contributes to his extraordinary creativity and passion.”

After Mike’s bow at the AMIRI Spring-Summer 2023 Paris runway show in the Jardin des Plantes, his children, along with Shirin, leapt out of their chairs and spontaneously rushed to their daddy to
congratulate him.

“The thing I heard most from people, ‘My favorite moment in any fashion show was watching your son jump out of his seat and come hug you.’ I heard that so many times. It’s really great that the sacrifice was both theirs and mine. And the celebration is both theirs and mine.”

For Shirin as well, she’s been a part of AMIRI from its inception.

“I always tell people to surround themselves with people who reaffirm who they see themselves as. When we were first building this,” Mike continues, “Our friends were all professionals with professional careers. I was an artist. I never felt I was a small artist. I always felt like I was more than I was at that time. Shirin made me feel that way. There has never been a difference between then and now. Not having even 100th of what we have now.”

The AMIRI’s aspirational scope has continued to broaden, thanks to Mike’s ingenuity and forward thinking. Presently, the company designs in the California chic, relaxed, luxury space and not only for men. Forging paths and winning awards, Mike has led his company into footwear, womenswear, eyewear, childrenswear and lifestyle accessories, including leather goods and handbags.

Where does Mike find inspiration?

“When I first started making pieces, and they were stage pieces for singers, and these were the frontmen of bands, there was something heroic about them that you wanted to connect to in the clothing. Whether it was shaped a certain way, where it moved a certain way, where it shined a certain way. And I think [by] taking that sensibility and bringing it to the street level, you don’t have to be a rock star to create that feeling of specialness, the confidence somebody can get from clothing. And so, when I’m drawing characters now, when I’m thinking about runway shows, I always say, ‘Who’s my hero this season? Where is he going? What era is he living in? How do I make that touch back to today? What would he look like today?’ When I make sportswear or tracksuits, I look at Michael Jordan. I look at the swagger he carried. I look at the length of his shorts or the fact that his cutoff T-shirts stuck out an inch farther than his shoulders and how it created a strong shoulder silhouette.”

Similarly, Mike describes the “AMIRI woman” as a hero, her own hero. He thinks of the male hero and the female hero as the same person.

“She carries that same shining glimmer that I want the guy to have on stage. She has the confidence, the femininity, but has enough strength to wear things that are traditionally masculine silhouettes.”

Mike designs a lot of tailoring for women, like oversized suiting, while keeping the same principles of ease, comfort and luxury.

“I just love the way a woman looks when she empowers herself in something nontraditional. There’s a certain strength to that. And it came when I started opening stores and noticing the women who would come with the men customers, grab [a] blazer and throw it on. And I’m like, ‘Oh, she wore that. That was hers.’”

He also describes the AMIRI woman as confident, irreverent and effortless. With the completion of two full women’s collections under his belt, including women’s footwear and accessories, Mike believes he is on the right path.

But will the women’s footwear match the success of the men’s footwear division? In total, today’s AMIRI footwear is almost 20% of the entire business. Again, Mike did not develop the footwear division traditionally by attaching a sports influencer to market the product. Instead, Mike forged his own path.

“Like our skeleton low-top sneakers, it feels like a casual sporty silhouette. But when you touch it, the leather is a true luxury leather, and the lining is luxury. And then the inside of the shoe feels like you’re on pillows. It almost feels like the details of a handbag. And the art on [them] was really just created from things we did as skaters where you would write and draw bones on your shoes. So, it’ll have the juvenile sensibility of the bones, but the execution of a luxury house.”

Once again, Mike follows his authentic, creative formula, staying within the boundaries of the brand’s identity.

“There’s something special about using creativity more than capability. The second you lose the magic you had when you were by yourself in a garage or a basement is when the shine starts to dull.”

To keep on the pulse, Mike welcomes collaboration. This is evident from his unique partnership with the contemporary American artist, Wes Lang, for AMIRI’s Autumn-Winter 2022 Menswear and lifestyle collections. Mike was attracted to Lang’s pedigree. Having established his first workspace at the Chateau Marmont, Lang built a global name for himself and shares Mike’s innovative approach. Their collaboration is thought of as an exploration of the city’s aesthetic heritage, reflecting the intersection of the worlds of rock, skateboarding, luxury, craft, art and glam — that defines Los Angeles.

Mike looks to create a buzz with his collaborations, to create something from two minds that would not exist otherwise. He hopes to do many more in the future.

Of all Mike’s accomplishments, he’s most proud of his efforts to pay it forward.

“I’m fully aware, and I’m in awe every day that we get to do what we do. But the purpose has to be more than building something really big for yourself.”

Thus, he created the AMIRI Prize. It’s a $100,000 award for the winning entrepreneurial designer who is granted a company-wide mentorship to help the winner understand the trappings of designing a brand. The award provides full transparency into AMIRI’s successfully executed infrastructure. Most importantly, it enables a young, talented designer to create and execute a business plan.

“The big purpose of AMIRI is not to be the independent designer who created a luxury empire. It’s to be an independent designer who helped spark a bunch of other independent designers to create a new generation of empires. I think that’s the thing that excites me the most.”

Promoting empathy is meaningful to Mike. This past January, he chose to bring awareness of the social injustices occurring in his family’s native Iran. Following his Paris Fashion Week show, he appeared at the end of the runway in front of the most influential fashionistas in the world, wearing a black T-shirt that read in bold letters, “Woman, Life, Freedom.” It seemed fitting as the platform was fashion, and the social injustice issue was ignited around traditional clothing.

“I felt a responsibility to use that opportunity to shed light and awareness, that whatever picture is going to be of me that will go around, it’s going to make a statement that either educates people on what’s going on or tells people that ‘I feel you; I understand; I’m aware.’ Maybe there’s a part of it that we don’t have power in changing things physically, but we do have power in creating awareness and acknowledgement.”

So, what’s next?

“I’m just dreaming bigger. I always thought that you think big until you make it happen, then you realize there’s something actually bigger that is in front of you, and you go at that, which seems impossible, but you make it happen and then you dream even bigger…”

Mike’s well-versed in dreaming. He’s been doing it his whole life.

“You have to [dream] because the end goal is not the reward. The reward is the journey along the way, and as soon as you think you’ve reached somewhere, that means your journey has stopped. So, for me, it’s always something else because I’m obsessed with creating this path and this journey, and I don’t want there to be a finish line.”

Odds are, there will never be a finish line for AMIRI.

At the end of our interview, Mike walked me back through the store, continuing to answer questions about his designs hanging about. I listened to him proudly describe the workmanship in every item my eyes landed on, pointing out each exquisite detail and the California cool feeling it connoted.

As I pushed the front door open and was instantly transported back into the black-and-white gloom of the day, I found myself in awe of the world Mike has created.
What’s astonishing is it was born from the boundless imagination of an intrepid teen, who haunted the rock clubs of Hollywood and the hallways of Beverly Hills High, and ended up on the runways of Paris Fashion Week.

His rise to the top was unorthodox. He rejected the standard career trajectories dictated by the fashion industry elite, skirting around the whims of editors and buyers, and chose instead to appeal directly to the masses. His monumental success in carving out his own space, on his own terms, within the luxury retail market has made him a unique visionary. And in the process, he’s created a road map for other aspiring young designers around the globe to follow.

Mike turned a dream in a basement workspace off of Sunset Boulevard into an international luxury fashion house with a gleaming flagship storefront on Rodeo Drive. He did it his way. And if you ask him, he’ll tell you, he’s just getting started.

The post Mike Amiri: Building A Modern Luxury House On His Own Terms | Feature Interview appeared first on Beverly Hills Courier.

Think of this curated collection of summer’s hottest items as an analog way to browse before you buy.

ORANGE CRUSH

1. You’ll be lapping up compliments wrapped in this Hermès terry cloth beach towel. With its sherbet hues and retro ‘60s pop vibe, it’s more like a work of art than a poolside necessity. $680 at Hermès, 434 N. Rodeo Drive, 310-278-6440 and hermes.com
2. No need to worry if you lingered too long at the shore (and who could blame you?); you can forgo an outfit change in these crisp and stylish two-tone swim shorts by Brunello Cucinelli. They can go straight from the beach to the bar, and no one would be any the wiser. $595 at Brunello Cucinelli, 220 N. Rodeo Drive, 310-724-8118 and shop.brunellocucinelli.com
3. The sleek, knife-edge design of the “Atlas X” hoop earrings by Tiffany & Co. was inspired by the jeweler’s famed 1886 engagement ring setting, which started it all. Roman numerals, etched into the sides of the polished 18-karat rose gold hoops, are a nod to the giant clock that sits atop the brand’s landmark Fifth Avenue flagship in New York. $3,600 at Tiffany & Co., 210 N. Rodeo Drive, 310-273-8880 and tiffany.com
4. Made of turquoise, coral and 18-karat rose gold, this bangle from the “Perlée” collection by Van Cleef & Arpels masquerades as an everyday casual bracelet, but it’s been keeping a secret. Slide the larger stone to the side, and you’ll discover an elegantly hidden timepiece with a mother-of-pearl dial and diamond-studded bezel. $37,800 at Van Cleef & Arpels, 300 N. Rodeo Drive, 310-276-1161 and vancleefarpels.com
5. Whatever you may call it—a fanny pack, hipster, or belt bag—the hands-free capabilities of this luxurious leather version by Gucci are invaluable when you’re traveling or going anywhere with small children. $1,700 at Gucci, 347 N. Rodeo Drive, 310-278-3451 and gucci.com
6. Slip this bright and breezy Carolina Herrera skirt over a one-piece bathing suit for a quick cover up or pair it with a simple white tank and dressy sandals for a chic upgrade. $635 at CH Carolina Herrera, 230 N. Rodeo Drive, 310-276-8900 and carolinaherrera.com

ICE POPS

1. Move over itsy-bitsy, yellow polka dot bikini, this sunny, pineapple print one-piece bathing suit from Eres is just as playful but decidedly more grown up. $496 at Eres, 9566 Dayton Way, 310-246-1008 and eresparis.com
2. Raise a glass to this stunning David Yurman cocktail ring. With a pale pink morganite gemstone at its center surrounded by circling 18-karat rose gold ribbons studded with pave diamonds, it looks like a bottle of Rosé chilling in a bucket of ice. $6,900 at David Yurman, 371 N. Rodeo Drive, 310-888-8618 and davidyurman.com
3. The cotton candy pink shade of Balmain’s “Sponge” shoulder bag calls to mind the spun sugar treats served up at county fairs and amusement parks, and it’s made out of the season’s most quintessential fabric—terry cloth.  What says “summertime” more than that? $1,500 at Balmain, 8421 Melrose Place, West Hollywood, 323-230-6364 and us.balmain.com
4. A cooler is an indispensable summer accessory and this “Tagalong” cube by Igloo, available at Nordstrom, will become your go-to for beach days and long car trips. It comes in five different taffy-like colors such as turquoise, orange, pink and yellow. $59 at Nordstrom, 10250 Santa Monica Blvd., 424-207-1177 and nordstrom.com
5. With a highly anticipated live-action film based on the beloved doll coming out this summer, it certainly feels like it’s a Barbie world right now. Hop on Funboy’s Pucci-esque Barbie private jet pool float from Neiman Marcus and take the next non-stop flight to relaxation. $99 at Neiman Marcus, 9700 Wilshire Blvd., 310-550-5900 and neimanmarcus.com
6. Elevate a pair of faded jeans or white ankle-cropped capris with these Fendi slides. Their tufts of bubblegum-pink mink fur and sculptural block heels will add drama to any ensemble. (If pink isn’t your thing, they are also available in denim blue.) $1,490 at Fendi, 201 N. Rodeo Drive, 310-623-3420 and fendi.com

SEA & SHORE

1. When it comes to sun protection, you can’t go wrong in a classic wide-brim straw hat by Prada. The beauty is in its simplicity—it’s artfully woven and decorated only with the brand’s understated triangle logo. $1,100 at Prada, 343 N. Rodeo Drive, 310-278-8661 and prada.com
2. Channel your inner action star in these Tom Ford “Bronson” sunglasses, named after the inimitable Charles Bronson, who dazzled audiences in the ‘70s with his tough guy persona and effortlessly cool style. $555 at Tom Ford, 346 N. Rodeo Drive, 310-270-9440 and tomford.com
3. This gauzy, eco cashmere, crewneck men’s sweater by Amiri is made right here in Los Angeles. Its cascading shades of aquamarine give the effect of rolling waves crashing against the shore. $1,190 at Amiri, 461 N. Rodeo Drive, 310-878-2996 and amiri.com
4. Stuff this easily packable Longchamp “Le Pliage Filet” knit bag from Nordstrom in your suitcase, and you’ll have the perfect beach tote on hand for transporting towels and sunscreen on your next tropical vacation. $110 at Nordstrom, 10250 Santa Monica Blvd., 424-207-1177 and nordstrom.com
5. Part Birkenstock, part pool slide—all comfort, these surprisingly lightweight, arch-supporting, lambskin “Dioract” sandals by Dior are perfect for strolling along the water’s edge or roaming the city streets of some far-flung destination. $1,050 at Dior, 309 N. Rodeo Drive, 310-859-4700 and dior.com
6. Inspired by minimalist Japanese design and hand-crafted from teak, these “Porto” solar lanterns from RH offer a dramatic play of light and shadow—all powered by the sun. $335 each at RH, 8564 Melrose Ave., West Hollywood, 310-652-0323 and rh.com

SAND DUNES

1. Made from natural raffia woven into a simple box pattern, the “Cassette” crossbody bag by Bottega Veneta is neutral enough to pair with your boldest summer garb. $3,400 at Bottega Veneta, 320 N. Rodeo Drive, 310-858-6533 and bottegaveneta.com
2. These flat-front Bermuda shorts by Loro Piana straddle the line between casual and leisure wear. The combo of silk and linen gives them a luxe look, but they’re so soft and comfy, you’ll want to sleep in them. $725 at Loro Piana, 360 N. Rodeo Drive, 310-860-0765 and us.loropiana.com
3. A garden trellis trompe l’oeil wraps this Giambattista Valli frock (available at Saks Fifth Avenue). Its effect is demure and sophisticated, yet appropriately flirty. $2,935 at Saks Fifth Avenue, 9600 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
4. Proof that there is elegance in simplicity, the “Gates” bracelet by Harry Winston features a single 18-karat gold rosette surrounded by 29 round, brilliant-cut diamonds. To Winston, the symbol represented opportunity, new beginnings and good fortune. $5,100 at Harry Winston, 310 N. Rodeo Drive, 310-271-8554 and harrywinston.com
5. Smartwatches and fitness trackers have their uses, but neither offer what the “Calatrava” by Patek Philippe does—zero software upgrades. It’s the epitome of a classic wristwatch guaranteed to stand the test of time. $40,216 at Gearys Patek Philippe, 360 N. Rodeo Drive, #2, 310-887-4200 and gearys.com/patek-philippe
6. If even the sturdiest of succulents put your gardening skills to the limit, the collection of incredibly realistic faux potted cacti at Pottery Barn will fool everyone. $299 at Pottery Barn, 300 N. Beverly Drive, 310-860-9506 and potterybarn.com

ANCHORS AWAY

1. These round, navy blue, acetone shades from Chanel, with their matching gradient lenses and detachable beaded necklace, are so chic they would make Jackie O jealous. $1,375 at Chanel, 400 N. Rodeo Drive, 310-278-5500 and chanel.com 
2. Crisp navy blue, horizontal stripes cross a field of white on this short-sleeved cashmere and silk sweater from Dior. And an 18th-century seafaring vessel decorates the front, just to send the nautical theme sailing home. $1,250 at Dior, 309 N. Rodeo Drive, 310-859-4700 and dior.com
3. Renowned Japanese artist Yayoi Kusama is back for a second collaboration with Louis Vuitton. Her trademark Infinity Dots are reinterpreted in this cheerful tomato red and bright white top-handled clutch. $3,400 at Louis Vuitton, 295 N. Rodeo Drive, 310-859-0457 and louisvuitton.com
4. The “Yacht-Master II” from Rolex is the king of nautical watches. Launched in 1992 for navigators and skippers, the regatta chronograph celebrates sailing’s rich history. $18,700 at Gearys Rolex, 360 N. Rodeo Drive, #1, 310-887-4200 gearys.com/rolex
5. When the sun suddenly disappears behind a band of rogue clouds and the temperature plummets, women can opt for a poncho or a shawl, but for gents, it’s one of those times when having a hoodie on hand is a lifesaver. This bright red version from Balenciaga is not only functional, but it’s also high fashion. $1,290 at Balenciaga, 338 N. Rodeo Drive, 310-854-0557 and balenciaga.com
6. What summer barbecue or lawn party is complete without a game of bocce ball? This set from Shinola, available at Gearys, comes with its own rubber-bottomed canvas tote so you can bring the fun with you. $295 at Gearys, 351 N. Beverly Drive, 310-273-4741 and gearys.com

GOLDEN HOUR

1. With bright and bold blooms in hues that evoke the sky just before twilight, these jersey-knit pants from Etro are an upscale alternative to yoga pants, but just as comfy on long flights. $690 at Etro, 9501 Wilshire Blvd., 310-248-2855 and etro.com
2. Fans of HBO’s hit series “The White Lotus” couldn’t get enough of season two’s Portia (played by Haley Lu Richardson), particularly the character’s quirky (and divisive) fashion sense. We think this silk scarf hat with its Nappa visor by Fendi is the posh vibe she was going for in the look that won over social media. $650 at Fendi, 201 N. Rodeo Drive, 310-623-3420 and fendi.com
3. The hefty weight of the “Maxi Iconica” ring by Pomellato is impressive. But its bevy of baubles—pink tourmaline, orange sapphires, blue sapphires, tsavorite, red spinel, tanzanite and amethyst—is downright dizzying. $7,800 at Saks Fifth Avenue, 9600 Wilshire Blvd., 310-275-4211 and saksfifthavenue.com
4. Add a pair of these colorful, metallic leather slides from Valentino and like magic, you’ll transform your outfit from dull to dazzling. $1,150 at Valentino, 324 N. Rodeo Drive, 310-247-0103 and valentino.com
5. Known for its sumptuous “silk calfskin” leather goods, Loewe elevates the lowly wallet with a buttery trifold in swimming pool blue. $650 at Loewe, 327 N. Rodeo Drive, 310-388-6771 and loewe.com 

The post Must-Haves for Summer appeared first on Beverly Hills Courier.

“I came to America with the idea that I was going to work in Beverly Hills. It was not even a question–I would work in a salon in Beverly Hills,” she says. 

But after accomplishing this, she firmly set her sights on her next goal, to realize her dream of owning her own salon.

While on her reconnaissance walks, Anastasia often found herself drawn to a building at 430 North Bedford Drive.  For two years it sat vacant with a sign on its façade that read, “Dembo Realty,” until one day, she decided to take the plunge. She called the realtor who later set up a meeting with the landlord.  

When, face-to-face, the landlord heard Anastasia’s plans to open an eyebrow salon, he was incredulous, “You do eyebrows!? Get outta here. You can’t pay rent. This is Beverly Hills lady.”

Undeterred, Anastasia returned to his office with magazine photos and articles of her famous clients.  

“I’m going to make this street famous,” she told him. “You have to believe in me.” 

He didn’t. 

Driven by her convictions and life experiences, she tried again.

“I am sure your grandparents or great-grandparents came here. Immigrants as well. Somebody gave them a chance. Please give me a chance. Six months. If I don’t make it, I will leave.”

The landlord eventually gave in. 

In May of 1997, “Anastasia” opened its doors to a long line of awaiting customers, many of them celebrities. Vindication was quick to follow, when the landlord, seeing the crowd from his office across the street, called the salon to verify that all of the people were, in fact, queuing up for eyebrow service. When the receptionist confirmed, he was astounded and asked to speak to Anastasia.  She got on the phone and told him flatly, “Like I told you, I’m going to make this street famous.” To this day, 25 years later, the space has remained her flagship salon.

Anastasia recounts this defining moment in her life from a hotel suite in Paris.  She’s taking a break from her jam-packed traveling schedule, which has taken her all over the European continent, to virtually connect with me in our Beverly Hills Courier offices.

 To beauty buffs and die-hard makeup aficionados, Anastasia probably needs no introduction. Even women who prefer to go au naturale have, more than likely, at least heard of the eyebrow brand, “Anastasia Beverly Hills.” In the early aughts, Anastasia revolutionized the cosmetics industry by creating a then-unheard-of niche centered around a technique and product devoted to something most never gave a second thought to–eyebrows.  These days, brows are a multimillion-dollar category in the beauty industry. You can’t walk down a beauty aisle without bumping into a display case of products promising thicker, fuller, tidier, better-shaped brows, all thanks to Anastasia’s trailblazing concept.

In June, Forbes published its list, “America’s Richest Self-Made Women 2022,” which ranks the wealthiest women in the United States.The article placed Anastasia at number 38. 

This year marks the 25th anniversary of Anastasia Beverly Hills, with products now available in almost 2000 stores internationally. To fully understand the scope of her rise to a globally recognized mononym with a beauty empire, Anastasia, from Paris, takes us back to the start. It was 33 years ago, at age 32, clutching her two-year-old daughter, Claudia, in her arms, when Anastasia boarded an airplane from her Eastern Bloc homeland en route to America.  

Born in Constanta, an ancient town founded around 600 B.C., Anastasia grew up in Romania’s fifth-largest city and largest port on the Black Sea. Despite being immersed in culture, Roman mosaics, celebrated Greek mythological history and ancient ruins, life was challenging under Communistic regimes for Anastasia and her family. By the 1980s, it became untenable. Severe rationing of food, electricity and gas was commonplace. 

In 1986, while traveling on a ship for work in Europe, Anastasia’s husband, Victor, obtained asylum in Italy at the American Embassy, thereby opening the door for Anastasia and their daughter to come to America.

After three long years, Anastasia was able to legally leave her mother and sister (her father had passed away when she was a young girl) and travel for the first time, boarding the airplane, with Claudia in tow, bound for America. Their eventual landing spot was Los Angeles.

“Everybody on the planet Earth, from every small town to a big town, dreams of Beverly Hills. I was dreaming 30, 40 years ago. People are still dreaming. So that was my dream, like everybody else.”

In Communist Romania where all information was controlled, Anastasia’s introduction to Beverly Hills was through movies.

“I mean it was very hard for us to even buy a Vogue magazine. But I remember ‘Beverly Hills Cop,’ with Eddie Murphy. I think I watched that movie 100 million times. And ‘Pretty Woman,’ another movie.”

These celluloid images–of ritzy boutiques along Rodeo Drive, palm tree-lined, sun-drenched streets dotted with sprawling mansions, where handsome men in European convertible sports cars escorted incredibly stylish women to lavish dinners–captured Anastasia’s imagination. And they flickered on the screen in stark contrast to the realities of life that surrounded her. She knew she was going to Beverly Hills.

She arrived to find those two-dimensional moving images come to life. Beverly Hills seemed to fulfill all of its onscreen promises. But her unwavering desire to live in America prevented her from considering what the transition would be like in a new country, far from home.

“I never, ever for a minute, thought what I’m going to do there. Or it’s going to be bad, I’m going to be lonely. But when I arrived in the United States, in Los Angeles, I felt like, oh my God, I don’t know anyone. I don’t speak the language. I miss my family, I miss my home, I miss everything. I cried for the first six months. Every day.”

A stranger in a foreign land, Anastasia had to support herself and her daughter. Returning to Romania was not an option as the revolution was about to take place. At this time, she was offered her first job in an American salon, as a waxing aesthetician, to replace another Romanian woman going on maternity leave. It was there she quickly learned the techniques in America were very different from those back in Romania.

“As aestheticians, we had to go to a pharmacy and make a custom cream because you couldn’t go into a department store to buy a cream. This is why sometimes I think women are so lucky to live in the United States. You can choose from whatever you want. You are overwhelmed by so much. In Romania we didn’t have any,” she says.

Anastasia describes beauty school in Romania as an intense and extensive two-year program. “You need to learn biology and chemistry. People didn’t go to a dermatologist for anything other than dermatitis or a really (serious) skin condition,” she says. “But for a facial, for pimples, they used to go to an aesthetician.”

It was while working as a waxing aesthetician that she discovered how little attention was given to eyebrows. Worse yet, she remembers the style was extremely thin with an unnatural high arch. Recalling the lessons from her art teacher in Romania, she knew that when painting a portrait, the eyebrow is important as the shape affects the subject’s emotion. If you want to change the emotion, you have to change the shape of the eyebrow. But how can that be done when the brow was so thin and round?

Having also learned about Leonardo da Vinci’s use of Golden Ratio proportions in his works, she had the idea to apply the concept to eyebrows with respect to the bone structure of the face. Maybe a system could be designed by applying this mathematical theory to enhance eyebrows. Anastasia went to the library in Los Angeles to do more research. 

After months of studying da Vinci’s mastermind approach, she went to an art store and created a stencil, a tool to shape the eyebrow. She began to work on her own eyebrows until she obtained the perfect, natural arch. Soon clients would take notice.  

“My clients would ask me, ‘What did you do? Did you cut your hair? You look different. You look better,'” she says.

Clients wanted Anastasia to work her brow magic on them, but the process took extra time. Soon the owner of the salon complained to Anastasia that the eyebrows were eating up the “facial” time, and since the salon did not charge à la carte for eyebrows, she could no longer provide the ancillary service.

This did not hold Anastasia back. She began taking house calls on weekends. Eventually, entire households, men and women, wanted her service. This convinced her she was on to something.

“The transformation with the right-shaped eyebrows was so incredible that I really believed that [the concept] would make a difference on everybody’s face.”

Deciding this was her path, she opened up the Los Angeles Times looking to rent her own space.  “I told my husband, ‘I’m going to open my own business and it’s going to be in Beverly Hills. I don’t want to go anywhere else. Only in Beverly Hills.'”

She admits it was scary at first, but she had a vision. She believed in eyebrows.

“Look, I left my family. I left my country, I left everybody, all my friends. I left my house to come here. I’m not going to do this for the rest of my life. To be in a small little room. I want to build something. And I have this vision. I really believe in it. Everybody was saying, ‘You are crazy…You can’t pay rent doing eyebrows. This is not big enough.'”

Between 1992 and 1996, she rented a small room at Juan Juan in Beverly Hills, and Anastasia, driven, focused and passionate, built an impressive clientele of movie stars and entertainers, supermodels, successful business executives and local folks, such as Kim Kardashian, Jennifer Lopez, Eva Longoria, Naomi Campbell, Victoria Beckham and Oprah Winfrey. Since eyebrow products were limited on the market, Anastasia took a playbook page from her time in Romania, mixed together drugstore products–Vaseline, aloe vera and eye shadow–and used them in her salon.

One such client, actress Poppy Montgomery, and her agent approached Anastasia about Poppy filming in Canada for several months and requested Anastasia to provide a small traveling case of the products Anastasia used in the salon. About the same time, her clients would comment, “My eyebrows look perfect when I leave, but after I take a shower, I still have gaps. It’s not the same. I need products.”

Anastasia recognized the big opportunity to mass-produce eyebrow products. Ever resourceful, she made several stencils and filled many little containers with her formulas for the clients who could not regularly come into the salon.  The concept was revolutionary. She knew she needed to manufacture these products and capitalize on what she felt was “lightning in a bottle.” So, she hopped on a plane to Italy, the only place where cosmetics were mass-produced at that time, and began working with a manufacturer.

She also knew that the timing was right to pursue her dream of opening her own salon. By now Romania had recovered from the revolution. The government was giving back Anastasia’s home. Feeling the pull to return, she decided to visit Romania and contemplate moving back, permanently. But after one week, she knew she belonged in Beverly Hills.

“I think it was very good for me to do that because I realized that it was important to close that door,” Anastasia says of her visit to her native country, which only served to strengthen her resolve to make it here in America. “And I said to myself, ‘Okay, this is where I’m going to build a business. This is the country that will give me the opportunities.’ In Romania, I couldn’t do it.”

It was after this trip, armed with a renewed sense of resolve, that she found her own eyebrow salon in Beverly Hills, at 430 North Bedford Drive.

Shortly afterward, Anastasia would make a decision that would forever entwine her business with Beverly Hills where she knew she would make her mark. Her lawyer approached her, advising that her single name was not strong enough for her company. He suggested adding “Beverly Hills” to the brand’s name. She wholeheartedly agreed. “I felt this incredible pride to represent the city as it was my dream to be in Beverly Hills.”

Anastasia officially became “Anastasia Beverly Hills.”

At this point, her daughter Claudia was a young child, and as a single mother, Anastasia often brought her to the salon.

As a child back in Romania, Anastasia would spend time at her parents’ tailoring shop, which they operated out of the front of the family home. It was there that Anastasia received first-hand knowledge, watching her parents, and then her mother alone, interact with clients.

“My mother used to cater to the wives of leaders of the Communist Party. But even with normal people, she never made a separation. Everybody wanted to look beautiful. And she loved that.” Anastasia credits her mother with passing down this egalitarian legacy of ensuring customer satisfaction for all, a legacy Anastasia was passing down to Claudia. 

In 2000, Anastasia finally launched her first full-scale eyebrow product line. It was a resounding success with her clients. Her motto about success? “It’s 10% talent, 90% hard work. The harder you work, the luckier you get.”

She proved her “lucky” theory soon thereafter. Two executives from Nordstrom came into the salon for an eyebrow treatment after reading about her innovative approach to eyebrows in magazines. While buying her products following their appointments, they told Anastasia that they wanted her products to be sold at Nordstrom. 

Anastasia knew that going from a single, local boutique to being a part of a well-respected national department store chain with dozens of locations across the country would be transformative. But she was true to her mission. Instinctively, she felt her products would not be successful unless the employees were trained with her eyebrow products and techniques. Focused, confident and determined, Anastasia convinced the top brass at Nordstrom to invest in brow studios within their stores. 

Peggy Moore, VP of Cosmetic Merchandise Manager of Nordstrom, shares, “I was honored to be the first national merchandise manager to launch Anastasia products and services for Nordstrom stores,” she says. “In our first meeting, I remember she was genuine, and her business plan was unique. She understood the customers’ needs, the retailers’ needs, as well as how to bring it together in a profitable way. She was the hardest working vendor that I ever met, and her tireless efforts surely paid off. She was and still is the real deal.”

But training beauty consultants all over the country on how to work with the products, along with waxing and shaping, became an exhaustive process. Her hard work ethic went into full gear.

“Saturday, we’d finish at the salon at 7 in the evening. We’d take our carry-on, fly on the red eye to one city. The next day, Sunday, I would wax eyebrows all day long, and Claudia would teach the client how to use the products. Then at 7 p.m. on Sunday, we’d go to another city close by. We’d do another event on Monday in Nordstrom, and Monday night we’d fly back and arrive at midnight. We worked seven days a week. This is how we used to train the aestheticians.”

Claudia, now a college student, was by her mother’s side as always, going on these training trips and working part time, manning the front desk at the salon. Until one day, fed up with Claudia showing up to work late for the umpteenth time, Anastasia fired her. In disbelief, Claudia left the salon and looked for another job.

Anastasia claims her multi-tasking daughter was extremely efficient and talented, particularly in servicing the customers, answering phones, and facilitating credit card transactions. Still, Anastasia felt she needed to teach her daughter a lesson. A month passed. Anastasia hired several people to replace the work of Claudia. Anastasia missed her but was unwilling to beg her to come back.

“One day, Claudia came in [to the salon] and said, ‘Mom, can I borrow some money? Because after taxes, I don’t have enough money to pay my rent.’ I told her, ‘You wanted to be independent, I’m sorry. Go and get another job. I’m not going to give you the money because you need to learn.'” With that, Anastasia went back to her appointments. An hour later, Claudia was still there. Seeing her daughter’s resolve, she softened, and offered Claudia her job back but warned, “the moment you walk inside this store, I’m not your mother. And you have to work harder than everybody else. Because I’m going to be tougher on you than everybody else. I will set an example with you.”

 She joined Oprah and a multitude of celebrities, including Nelson Mandela, at the opening of Oprah’s Leadership Academy for Girls, south of Johannesburg, South Africa, in January of 2007. “That was the moment when I said, ‘This should be my mission to give back in life.  Because this is what is the ultimate happiness.'”

A female founder and CEO, Oprah Winfrey inspired Anastasia to “pay it forward.” Over the years, Anastasia has honored her commitment. She has recognized and reenergized the ongoing efforts to create positive change for women all around the world. And most importantly, Anastasia believes in the importance of education. “I think it’s important to give back, to sponsor children to go to school.”

Anastasia supported the building of a small community school in Africa for Albino children. In Los Angeles, she assists United Friends of the Children in putting foster youth through beauty school with the belief that these young people can make a living, be self-sufficient and enjoy what they do. In Romania, she has been a part of the Blue Heron Foundation for 16 years.

“When we started, there were so many orphanages in Romania with children. They didn’t have windows. They didn’t have doors. It was tragic. It was such an honor for me to partner with Blue Heron to help those kids. I could not stop crying because everybody was talking about how this organization changed their lives. Now the kids are growing. We put them in schools. I sponsor children in the university. It’s amazing.”

Blue Heron Founder and President Stefania Magidson counts Anastasia as one of the organization’s faithful supporters, calling her “an intelligent, fearless woman who built a renowned beauty empire, who has not hesitated to give back as soon as she was in a position to do so.” In fact, Magidson says that thanks to Anastasia’s generous financial support and presence in the community, she has inspired many other donors to align their philanthropic efforts with the organization. “We continue to be enormously grateful that we can always count on her support.”

Anastasia managed to juggle her philanthropic efforts while building her brand, which for years continued to grow apace. In the intervening years between 2007 to 2010, she expanded, launching a plethora of new brow products–powders, waterproof gels, crème tints, and a collection of every imaginable tool, from brow brushes to tweezers, needed to maintain arches.

In 2010, Anastasia appointed Claudia the President of Anastasia Beverly Hills after Claudia had tirelessly worked her way up the ranks at the company, mastering every aspect of the business. 

Anastasia credits Claudia for one of many invaluable contributions to the company. She led the company to Instagram in the earliest years of the platform.

Claudia shares, “2011 was when I realized that social media had power. And that’s when I started dabbling on Instagram. Finally, I got the brand onto Instagram in August 2012. And my mom didn’t really get it. But she didn’t have money for advertising and marketing, compared to all the other brands at Sephora and Ulta. So, I said, ‘You need to speak to the customers directly, and this is how you are going to do it.’ And she said, ‘Okay.'”

They began posting and encouraging special relationships with beauty product users. Claudia studied them, and the competitors, and admits she is a good “pattern reader.”

“I saw the patterns, and I thought we should make some makeup starting with the  ‘Contour Kit.'” 

This was Anastasia’s first foray into makeup. Launched in 2014, based on what had become her signature use of the Golden Ratio in supporting one’s natural bone structure, the kit presented highlights and shadows used to bring balance and proportion to the face. It also made contouring popular among all beauty lovers, not just professional makeup artists.

Anastasia Beverly Hills sold 50,000 kits in one day, leaving Anastasia and Claudia in shock and without stock for four months. They no longer needed to travel as extensively. Instead, they could post videos on social media and reach, and teach, more clients than ever.

It’s undeniable. Claudia’s visionary instinct to embrace social media has enabled Anastasia Beverly Hills to have an extraordinary social media presence.

By 2015, the Anastasia Beverly Hills Instagram feed was listed as the most followed beauty account by digital think tank L2, which ranked 106 major beauty brands based on their digital reach. 

Three years later, in 2018, CNBC published a report that the private equity firm TPG (Texas Pacific Group) had made a strategic investment in Anastasia Beverly Hills, valuing the company at $3 billion dollars. Anastasia maintained the largest ownership.

Today, there are approximately 80 brow studios inside Nordstrom stores, and the brand is carried in national retailers Sephora, Macy’s, Ulta, Saks Fifth Avenue, Dillard’s, and on the biggest e-commerce outlet, Amazon.

The mother-daughter team continually pushes the brand’s expansion forward, creating and identifying room for improvement in the formulas, such as eyeshadows, liquid lipsticks, and color palettes. Claudia has led the creative team into exciting new areas like the Norvina Collection (Norvina was the name Anastasia had planned to give her daughter, after her paternal grandfather). This latest inspiration is a series that provides makeup for professionals and an exciting entry point into vivid color for all consumers. 

 “She’s smart, she’s hardworking, she is incredible. And I’m so proud of her,” says Anastasia of her daughter.

When asked about staying in front of the trends within the competitive beauty industry, she says that they strive to innovate while always engaging with their audience.

“Presently, we are working on many different ideas as we want to expand, but the ideas need to make sense. We try many formulas, technologies, and ideas evolve, but for us to go forward, we have to believe in it 100%.”

While Anastasia touts that the brand works for everyone, regardless of age, race or sexual orientation, she also makes it clear that she’s never strayed from her tried-and-true Golden Ratio methodology. 

And she admits she’s made mistakes along the way.

“I’ve made so many mistakes. People think that if you are successful, you don’t make mistakes. Of course, you do. This is how business is. You need to try, and you make mistakes and you learn, and remember never to do it again.”

When asked about her biggest achievement, Anastasia points to her daughter. “I think that I was able to give my daughter this drive and the fact that she loves what she does so much, and she has a purpose, in life together with me, is I think my biggest achievement.”

It’s interesting to note that her list doesn’t include founding her company, a homegrown, local business in Beverly Hills, now a global success, or the fact that she’s never taken on a partner.

To financially help her fund the company throughout the years, Anastasia turned to the real estate business, another passion of hers. And she’s done remarkably well, buying, redesigning, and reselling homes in Beverly Hills.  She shyly admits “for myself.” Then she clarifies, “I put everything I made back into the business. Because remember, I didn’t have any investors. I was a 100% owner.”

For Anastasia, her ambition and dedication are always paramount. She approaches her goals and works to fulfill her dreams with laser-like focus. 

 “When I came here, my goal was to be significant. To do something that is going to make me proud and would satisfy the way I am. Because I cannot be mediocre. I need to be the best in what I do. When I see the result, the final result gives me joy.”

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“Thank you for all you do for me,” Nicolas replied.

“You wear the finest clothes,” Bijan shot back. 

“I’m grateful,” responded Nicolas earnestly. 

“What are you going to do when you are 30? Huh?” Bijan pressed.

Bewildered, Nicolas asked, “Dad, did I do something wrong?” 

Bijan’s penetrating eyes meet his son’s. 

“I’m sorry for whatever I did,” said Nicolas as he watched his father disappear through the office door.

Racking his brain, Nicolas struggled to understand his father’s anger. Thursdays were Nicolas’ day off from the boutique. But this day, his classes at Pepperdine University ended early. He decided to cruise on into Beverly Hills and surprise his father. As it turned out, his father surprised him. 

Bijan returned holding a gorgeous jacket. Recognizing the garment, Nicolas sighed in relief. It’s the one they designed together in Italy six months earlier. Its price tag was half the cost of his Porsche. 

Wrestling his generous nature, Bijan wanted to give his son the very best but feared the trappings of excessiveness would impede Nicolas’ desire for growth and accomplishment. 

Bijan put the jacket on Nicolas, and they stood together, father and son, looking in the mirror, proud of their design. “It’s my gift to you,” Bijan said. They hugged. The moment was special, more than Nicolas could have imagined.

It would be the last moment Nicolas would ever share with his father.

Back home in Malibu, a few hours later, Nicolas received the call. His father had suffered a stroke and was being ambulanced to Cedars-Sinai Medical Center. 

Arriving at the hospital, Nicolas was greeted by his older sisters and other family members. Bijan was rushed into surgery, but the doctors explained there was little hope. The former Mayor of Beverly Hills, Jimmy Delshad, the highest ranking Iranian elected official in the United States at that time, hugged Nicolas and looked into his eyes. “You are Bijan now. You are a man. Make us proud.”

“It was the push I needed to give me strength,” said Nicolas. Over the next several days the Beverly Hills Police Chief, along with many other family friends, visited him and his family at his father’s house in Beverly Hills. 

Bijan Pakzad never regained consciousness. The man who built the legendary House of Bijan, the most expensive boutique in the world and the one and only international sartorial design house born in Beverly Hills, passed away two days later on April 16, 2011. 

Unlike his immigrant father from Tehran, Iran, Nicolas Bijan Pakzad was born at Cedars-Sinai Medical Center, the same hospital that tried to save his father, and the same medical center his beautiful daughter came into the world.

Bijou Bijan, named in honor of her grandfather, was born this year on 2-22-22. Her welcomed birth presented beyond reason, an eerily impactful connection to Bijan’s birth of April 4, 1944 (4-4-44). Was it coincidental or a sign of Bijan’s presence, a north star in his son’s life? Nicolas believes his father is watching over him both in his personal and his professional life. 

For years, Nicolas has had a burning desire to spread his wings and fly. 

“Like my dad felt at my age, I too felt a calling to achieve my own ambitions,” says Nicolas, now 30 years old. “I didn’t want to look back 25 to 35 years from now and know that I didn’t at least try, try to build my own legacy.”

What held him back?

“In starting my own brand, I wanted to make the right decision respecting my father’s legacy, a new creative endeavor, an extension of his legacy. It’s taking his traditions, his teachings, his generosity, his principles, his perfectionism, his authenticity, all the things that drove him, and giving it a new modern interpretation.”

NB44, a new luxury brand set to launch late this year, is Nicolas’ own line of bespoke menswear that’s less buttoned-up and formal. Aimed at a more youthful, modern clientele, “It’s a new service and experience that the world craves in today’s changing times,” explains Nicolas. And the name, NB44? It’s Nicolas’ initials coupled with the number that honors his father’s birth.

Nicolas is settling into his new role as father himself. He and his wife Roxy Sowlaty, who once starred on the E! Channel series the “Rich Kids of Beverly Hills,” are enjoying this exciting new chapter as parents.

Roxy and Nicolas were friends first. Born and raised in Beverly Hills, Roxy was introduced to Nicolas by her high school pal, Rob Kardashian, and she and Nicolas began to date a few years into the friendship. Turning towards design after graduating from USC and Parsons New School of Design with a master’s degree, Roxy, today, is a talented and successful interior designer with her own firm specializing in high-end residential projects.

In Paris, on the famous Pont des Arts bridge, she happily accepted Nicolas’ surprise proposal and planned a grand wedding in Italy.
COVID-19 derailed it to an intimate, beautifully glamorous garden wedding in their backyard seen by, according to Nicolas, millions of interested viewers on social media.

While showing me through their extraordinarily designed San Ysidro Ranch style traditional home in Beverly Hills, formerly Taylor Swift’s residence, Nicolas shares, “This is all Roxy. I take no credit.” 

With a spring in his step, Nicolas leads me up the stairs to visit the nursery, a charmingly sunny, perfectly outfitted baby nest in Bijan yellow. I learn, “Yellow” was a possible name choice, but Nicolas would not hear of it. Bijou, meaning “gem” in French, is a tribute to Bijan, and the name Nicolas wanted for his daughter, though he and Roxy both affectionately call her “BB.” He leans over the crib railing and touches BB’s beautiful face. It’s clear he’s mesmerized by her cooing sounds, her delicate beauty and the miracle of her presence. 

“I’ve never loved Roxy more than I do now. And the whole process of the pregnancy and giving birth, a whole new chamber of my heart has opened up. I want 20 more kids, but I am sure Roxy would object.” 

Returning back down the stairs, Nicolas acknowledges the importance of the Beverly Hills community to him just as it was to his late father. A few weeks earlier, Dean Viana, a former Captain of the Beverly Hills Fire Department, had come by to meet Bijou and to give Roxy and Nicolas CPR training now that they’re parents. Having stayed in touch over the years, he was one of the heroes who had tried to save his father the night Bijan was rushed to the hospital 11 years earlier. 

“There is no doubt of the contributions my father has made for Beverly Hills and, likewise, the contributions Beverly Hills has made for my father’s international success. It was a great partnership.” Nicolas cites the example of the Bijan designed cars. For years the Bijan one-of-a-kind yellow Bugatti and Rolls Royce cars were, and still are, parked in front of the store on Rodeo Drive. Not only did the city allow Bijan to do this, the City Council voted unanimously to award the House of Bijan its own yellow parking meter to match its car, a spectacle that hundreds of thousands of visitors to Beverly Hills enjoy every year. 

But the parking meter and cars are just small pieces of the Bijan legacy Nicolas inherited. As a young boy, the late Bijan Pakzad admired his father, an industrialist, especially how he dressed for work. His parents sent young Bijan, one of five children, three brothers and one sister, to be educated at the exclusive Institut Le Rosey in Switzerland and in Italy. His focus was design despite his parents’ desire for him to study engineering. He opened his first boutique called the Pink Panther in the heart of a thriving Tehran. By the age of 30, Bijan knew he would never reach his goals in clothing design unless he went to America. 

“He wanted to go to Beverly Hills. There he believed he could build and achieve the American dream,” shares Nicolas.

Bijan emigrated to the United States in 1973 and, along with his 50% partner Mr. Daryoush Mahboubi-Fardi, bought a parking lot on Rodeo Drive, the site for his future store. Three years later, in 1976, they opened the newly constructed “House of Bijan” on the east side of the 400 block of what has become one of the most famous streets in the world. For almost 50 years now, the House of Bijan reigns as a premiere shopping destination of the world’s elite. 

Sitting down with Mr. Mahboubi in the Bijan offices, he provides this heartfelt description of his past business partner and best friend.

“The first impression when you met Bijan was that he was very personable. He treated everyone with respect and in return everybody treated him with respect,” Mr. Mahboubi says. “He was very passionate about everything he did in life. He had passion for family, for business, for design, for food. Everything he did, he did it with an extraordinary amount of passion. There was no filter blocking it out, or dimming the strength of his passion. And the third thing you felt about Bijan was that he was truly talented. Personality, passion combined with talent made for a very special recipe for success in this business.” 

Soon the House of Bijan was touted the most expensive store in the world. The claim went uncontested as Bijan, cloaked in courage and fortitude, obtained and sustained his vision: The finest, exclusive sartorial house of quality and design, coupled with unmatched personal service. The result was a financial windfall. 

“The proof is in his success and in the relationships he built,” says Nicolas.  

At a time when boutique owners aggressively encouraged customers to enter their stores, enticing them with marketing devices such as sales and discounts, Bijan locked his front door and said he would see customers “by appointment only.” 

His reasoning was misunderstood, Mr. Mahboubi explains. 

“The first day we wanted to open the boutique, Bijan said, ‘Dar, I have an idea. I want to make it by appointment only.’ The only business of its kind in the world that was paying huge amounts of rent on the most famous street, Rodeo Drive, was saying, my doors are locked. As though you have to qualify to be able to enter. But that message was actually 180 degrees different from what Bijan meant. What he meant to say was, ‘I respect my customers so much that when they come into my boutique, they should not be waiting or wasting their time.’ So, for example, if we have 22 staff members in the boutique when a customer walks in, all 22 members attend to one customer. No other retail operation has that kind of setup. And that is true respect for the customer and his time. And almost all of our customers are extremely important. Their time is extremely valuable.” 

The average client’s attention to shop and buy is surprisingly short. 

“We only get 20 to 30 minutes from the customer,” says Mr. Mahboubi. “In those 20 minutes, we can either sell them $20,000 or $2 million and we choose to sell them $2 million (when) they’re capable of buying $2 million. We’re capable of showing them, to their satisfaction, $2 million worth of merchandise, in their exact fit, their exact taste, their exact color palette, and their exact fabrics that they love. We specialize in this. We kept the business very small, but we kept adding to the value of each customer.”

Mr. Mahboubi claims that many designers have tried to copy what they do.

“Nobody has ever succeeded in copying what our formula is or what our recipe is. It’s very unique. For example, everybody makes a suit and everybody pays from $1,000 to $3,000 for hand stitching, cutting and sewing. But nobody pays $2,000 per yard for the fabric. So, a sports jacket that takes 3 1/2 yards to pay $6,000 to $8,000 just for the fabric is unheard of. But because we know nobody else would actually dare to do that, we do it. And we do it with very special colors.” 

By 1985, from his second boutique located in Manhattan, the New York Times reported that Bijan had amassed 15,000 customers including kings, U.S. presidents, prime ministers, iconic movie stars, superstar entertainers and influential religious leaders. “Simplicity and honesty” best describe his clothing line, Bijan said in the article. In 2002 the New York boutique closed leaving Beverly Hills its original and only flagship boutique, allowing Bijan to remain solely in his favorite City of Beverly Hills and close to his young family.

Adding fragrances to his empire, Bijan began designing and manufacturing perfume for men and women in 1988, which earned him three prestigious Fragrance Foundation Awards, including one launched in partnership with Michael Jordan in 1997. In an article in the Los Angeles Times in 2001, Bijan Perfume and his fashion business had $3.2 billion in sales. Bijan’s designed perfume bottle is featured in the permanent exhibit of the Smithsonian Institution. 

As the only son, youngest child, and heir apparent to the House of Bijan brand, the weight on Nicolas’ shoulders was incomprehensible when his father died. Just 19 years old, a sophomore in college, a part-time employee of the business, Nicolas struggled to find his footing. Days later, when he turned on his computer, he found almost 5,000 emails, condolences from people Bijan had touched. 

One such letter came from an Iranian writer, Shirin Sadeghi, assigned to write Bijan’s obituary for the Huffington Post. In it she wrote, “He dressed President Obama, the Queen of England, Ronald Reagan, the Sultan of Brunei, Prince Charles, Bill Gates and any number of others of the powerful and wealthy of this world. But more than anything he dressed the soul of so many of us young Iranians in America who felt unwelcome and unsure of where we fit in within this massive country that had so much to do with what happened and was happening in our homeland. ‘The reason for my success is because I’m Iranian,’ Bijan said once. We never doubted it, or forgot his words.”

Bijan was revolutionary, not only as a clothing designer but also as an immigrant. Instead of being ashamed of his roots, he not only was proud of it; he used it as a part of his unique style. His authenticity began with his unwillingness to conform or completely assimilate. 

The House of Bijan’s website quoted Bijan, “The world said to conform, the world said to settle for less. The world said to compromise and no one would know. So I made my own world.” 

He didn’t change his Iranian name, his accent, or his ideals of dressing when he came to Los Angeles. He didn’t focus on his disadvantages or the people who resented him because of his former nationality. 

While he communicated through the vernacular of “broken English,” the powerful meaning behind his words was always understood. Nicolas considers that his father used his broken English to give himself more latitude with making his points and to “award himself permission to speak words that might ordinarily be considered inappropriate, but with an amusing charm and naivete.”

“Not willing to conform took serious courage,” says Nicolas, the kind of courage that became Nicolas’ guiding light. He had to accept the reality of his father’s sudden death, and push forward. “It is what it is and there’s nothing I could do about it. You sink or swim,” he says. And the affirmations of his father’s legacy, through the stories in the emails, truly helped. 

Nicolas remembers his father’s words, “You must be kind to everyone you encounter. Treat everyone with respect. Be polite, gracious, with everyone you meet. Because you never know who they are, or how they may come back in your life.” 

Nicolas’ parents had first met professionally when Bijan had hired Nicolas’ mother, Tracy Hayakawa, a model, for his fragrance lines. She, along with their children, would later be featured in countless ads, billboards, commercials and magazines in tribute. Half Japanese and half Irish, the exotic beauty was “the love of his life,” Nicolas shares, even though they were divorced by the time Nicolas was a year old. “My dad was in love with my mom until the day he passed away,” a gift Nicolas is grateful for as a child of divorced parents. Their relationship remained extremely amicable throughout Nicolas’ life. 

A product of many cultures, Iranian, Japanese, and Irish, Nicolas is proud to be an Iranian American as well as a Japanese American. But growing up, he was challenged by his inability to fully communicate through language with many of his family members, especially his Iranian grandfather. Bijan brought his entire family from Iran to Newport Beach, California. Nicolas’ grandmother, who is still alive today, is full Japanese. 

When Nicolas was a toddler, his mother began a relationship with the American billionaire businessman and philanthropist, David H. Murdock. Among many positions, Murdock was the Chairman of Dole Food Company, owner of the Hawaiian island of Lanai, and later would develop the luxury Sherwood Estates and Sherwood Country Club in Thousand Oaks. His mother married Murdock a few years later, and young Nicolas was raised on the Murdock farm in Thousand Oaks. Shuffling between his weekdays on the sprawling farm and weekends in Beverly Hills with his father, Nicolas had a privileged life. Whether he was meeting royals or rulers of countries with his father, or running on pineapple plantations and christening cargo ships in Germany with his mother, there is no doubt Nicolas was exposed to the finest things life offered.

For father-son one on one time, Bijan would take Nicolas on long day trips in the car. Cars were a passion they both shared. Bijan had amassed a pristine car collection including designing multimillion-dollar cars in partnerships with Rolls-Royce and Bugatti and enjoyed sharing his love of automobiles with his impressionable young son. Often surrounded by people, this was Bijan’s way of bonding with Nicolas away from his staff. Cruising to the beach, on Sunset Boulevard, or up and down the coast, “that was our thing on Sundays,” Nicolas recalls fondly. 

“I remember the first conversation I had with my father about my future. We were driving on the 405 Freeway, about to get onto the 101 Freeway. Just me and him. I remember this; it’s engraved in my mind. He said, ‘I started my career with relatively little. Look where you’re starting. What you’re starting with. You could be as big as Ralph Lauren. You could be as big as Giorgio Armani.’ And by the way, Ralph Lauren and Giorgio Armani, they looked up to him. But the point is he was trying to instill in me that I cannot take for granted what he had created for me.”

This conversation did not intimidate Nicolas. Instead, it helped to mold him and make him feel confident. It also prepared him for what was to come all too soon.

“These profound discussions came from a point of this amazing love, from him to me. Losing your dad at 19, a complete shock in my life, a lot of people would ask themselves, ‘Oh my God was my dad proud of me? Did I make him proud?'”

Nicolas has no doubts.  

“Every day he was telling me how proud he was. It gave me a sense of ‘surety.’ I was very disciplined by him. He would be tough and hard on me, but he would always show so much love. And even after he would yell at me as parents yell at their children when they deserve it, because God knows I deserved it, he would embrace me after. I knew I just had to sit there and let him discipline me. And then after, he would make an appearance in my bedroom or wherever I was and try to spend quality time with me.”

Growing up with his mom and stepdad during the week and his father on the weekend gave Nicolas, he believes, the right balance. He just had to make sure to call his father every single day. 

“That was the rule, no matter what. You have to imagine, me being away from my father during the week was tough for him. I’m sure he felt like he was losing me. If I broke that rule and didn’t call him one day, I was scared to call him the next day. When I finally did, he’d ask why I didn’t call. Then he’d hang up on me. And I’d call him back or I’d be in more trouble. I know now, it was a lesson. I had to be present in my father’s life.”

While walking through Nicolas’ beautiful home during our interview, he points to a photo in his home office of his mother holding him as a baby and offers proudly, “Bijou is identical to her.” 

Nicolas has always been close with his mother. He describes her as a “very strong, powerful woman. She had to be to have been married to such incredible and powerful figures with her children. She’s my biggest supporter, my bodyguard, my protector.” 

Behind his desk, he leads me to personal letters, many from dignitaries including U.S. Presidents Bush 41, Clinton, Bush 43, Obama, and Trump and says, “I’m hoping for President Biden, too.” All contain the recurring theme of gratitude to Nicolas for helping them look good. There are also several signed photos of Muhammad Ali with whom Nicolas was very close to as well as a red glove signed by the two biggest boxers in the world, Gennady Golovkin and Canelo Alverez. He explains, “They’re rivals as big as Ali and Frazer. They fight each other but they came together to sign this glove for me.”

On his desk sits a little leather sign, “It can be done.” It was his stepfather’s, and he shares, “I believe Mayor Lili Bosse has one on her desk, too.” He smiles, “I’m in good company.”  

Recently Nicolas celebrated his stepfather’s 99th birthday. Even after Nicolas’ mother and Murdock divorced when Nicolas was a teenager, Nicolas still credits him for instilling life’s values and teaching foundational lessons. 

“Mr. Murdock really did guide me from a boy to a man. And even after my father passed away, he was still guiding me from a boy to a man,” Nicolas says with reverence.

Nicolas’ mother shares, “David gifted little Nicolas his first car at 10 years old, a small two-seater truck to drive around the farm, a stick shift no less. I would often come home to find little Nicolas not studying with his tutor, but out driving the tutor around the ranch giving guided tours. It was something else to drive with him. He always enjoyed the company of adults and could relate with them as no kid could. Adults also always gravitated to young Nicolas; I believe they could see the ‘uniqueness’ and enjoyed his company.”

She goes on to explain how close Nicolas and his father were at the end of his life and how Bijan groomed him to take the reins. But, she adds, “At 19 Nicolas needed more time with him. The irony is that had Bijan not passed, Nicolas would not have had the opportunity and obligation to step into those very large shoes which he has done with such grace, dedication and love. He had to grow up very fast suddenly and navigate some very complicated matters and relationships; it was heartbreaking. But as Nicolas does, he won over hearts and proved himself and has grown into an extraordinary businessman in his own right. It is uncanny sometimes when Nicolas will do or say something exactly the way his father would have said or done or even ‘reacted’ to as a man now. Something Nicolas could not have learned from Bijan. It is almost as if Bijan himself is inside of Nicolas… Forget that Nicolas is the spitting image of his father down to his toes quite literally,” she laughs.

As a child, Nicolas loved hanging out on the farm with the horses, chickens and the cows, riding dirt bikes, driving his truck and going to school in Calabasas. He wanted nothing to do with clothing design or fashion.

“To be honest, if I was my father, I would have been a bit panicked,” Nicolas chuckles. 

But when girls came into the picture, the landscape changed. 

Nicolas remembers realizing, “this sartorial, handmade, beautiful clothing made in Italy, business, fancy cars, and all of these celebrities like Michael Jordan and the Presidents… I don’t care if the other option in my life was becoming the president of the World Bank, I’d say no.” Laughing assuredly, “I’m good with fashion.”

At 13 Nicolas knew he was “taking over the business.” He told his father, “I’m going to tell you how to do it!” But it wasn’t until Bijan was gone that Nicolas realized what a creative and authentic visionary his father was. 

“My father questioned conventional wisdom with respect to retail. He rejected or disrupted the status quo. He built the most expensive, most exclusive, highest quality men’s brand in the world and then told people they couldn’t have it. It was genius.” 

At the House of Bijan, exclusivity is critical. Most items are labeled and numbered like fine art. Usually only one or two pieces are made of the same design. Bijan would explain that his discernable client is intelligent and wants to feel as if he is wearing something unique and made just for him. Bijan firmly believed the cost of each garment had to reflect its production.

He also mastered the art of understanding and servicing the customer. 

“When somebody walked in to meet my father for the first time, he would say, ‘Who is this person that is in front of me?'” recalls Nicolas. “‘Is he conservative? Is he confident? Does he want to be perceived a certain way? But in reality, he’s not that way?’ Clothes speak very loudly or the presentation of somebody speaks very loudly. And even if they say, ‘I don’t care about clothes.’ That also says something. When you dress somebody, you have to understand who they are. You have to be able to understand what they want, even if they can’t tell you. My father did this so well.” 

Nicolas learned the art of customer service from his father. He shares that when he was 27, he met the “biggest retailer in the world, who also happened to be the richest man in the world.” He complimented Nicolas saying, “Customers rule, and you live it.” This is a motto for Nicolas’ new business. 

Customers did rule for Bijan, but he didn’t shy away from challenging societal conventions. As a disruptor, controversy surrounded some of his ad campaigns. Nicolas calls it his “provocative positive” style. The promotions had purpose. “They were not reckless, like some of the campaigns today,” he says. An example was Bijan’s ads in 2000 that featured a nude rotund model named Bella. Bijan defended the ads saying they paid homage to painters, Peter Paul Rubens, Henri Matisse and Fernando Botero, some of whom are in his own collection. “I embrace the beauty of all women,” Bijan said. The backlash turned to acceptance when Tina B

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Summer is a time for rebirth and renewal. Maybe you’ve been thinking of sprucing up your outdoor spaces now that you can entertain again. Or you think your Zoom-appropriate wardrobe could use some livening up.  Or maybe you just want to treat yourself to something a little extra. We curated this collection of splurge worthy items to inspire you to ditch your sweats and get out of the house and shop.

Garden Party

Sunny Side 

Heatwave

Surfs Up

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The daughters of Grammy-winning producer David Foster launched Favorite Daughter in December 2020. Prior to entering the design world, they had already acquired a following by starring in the 2015 reality TV show “Barely Famous” and hosting the podcast “The World’s First Podcast.”

The sisters spoke to the Courier about their latest venture.

“The reason we chose Beverly Hills for our store location is that we want to appeal to women who want to be at the center of fashion, but don’t always feel included in it because of price point,” the Fosters told the Courier. “We want someone to be able to come to a store right smack in the middle of Beverly Hills and feel part of the fashion culture, if they want to be.”

While the women’s ready-to-wear brand is only a year old, they have already cultivated a loyal consumer base among those seeking luxury items at a more affordable price point. 

“Our goal was to make high quality clothes, with trend forward looks, but at a cost that is more attainable,” the sisters said. The store is stocked with $300 cashmere sweaters, the $218 high-waisted wide leg “favorite pant” and even the constantly sold-out $198 Tower super-high-rise jeans.

According to Todd Johnson, President and CEO of the Beverly Hills Chamber of Commerce, many businesses in the city are surpassing their 2019 earnings. “I think people still see Beverly Hills as a viable and ultimately, the cream of the crop, to be able to open a business in,” Johnson told the Courier. “Having a business in Beverly Hills is still very alluring to many people.”

“Starting a business in a pandemic was interesting for sure,” the Fosters told the Courier. “We chased the lounge trend for a minute, and launched with a masked hoodie that was innovative and gave a huge pop to our business. But as the desire to forget the pandemic rose, we evolved with it and ditched our masked lounge and focused on how excited we all have been to be back out in the world. Our business has been doing great, and the response from people has been incredibly exciting. We credit our success to listening to people. We open every message, listen to every piece of criticism, adjust and pivot when needed, and create the clothes women tell us they want and need. We’re really proud of how fast it’s grown.” 

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Reminiscent of a Louis Vuitton workshop, one stage features a selection of the Maison’s trunks in a variety of colors, shapes and sizes, exotic leather goods, and made-to-order collectibles from the brand’s games and home collection. Another stage is designed as a Parisian apartment decorated in a monochrome palette, where gowns worn by Hollywood starlets are on view beside one-of-a-kind leather handbags, recherché watches and fine jewelry displayed in LV trunks. A third stage evokes a beautiful seascape with a beach set up, displaying an orange surfboard designed by multimedia artist, Alex Israel, featuring three custom-made fins. Next to a lifeguard house, a picnic on the beach displays a monogrammed trunk with neatly housed flatware and cutlery that serves four. Modular furniture pieces designed in new colorways by Damien Langlois-Meurinne and Tokujin Yoshioka made their North America debut in the space, juxtaposed next to hard-sided trunks throughout. 

Wearable pieces are dispersed throughout the space, as well, including classic bag styles for men and women such as Capucines, Keepalls, and Sac Plats that have been reimagined in unique finishes and colors. Select pieces from the new Louis Vuitton x Fornasetti collection are also displayed in the Savoir Faire Universe and available to purchase. 

To learn more, visit www.louisvuitton.com. 

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Hernandez has spent her life in clothing. Her parents, who migrated from El Salvador, worked in garment factories producing items for Calvin Klein and Tommy Hilfiger. She began designing clothes herself at a young age, attending the Fashion Institute of Design and Merchandising (FIDM) before working at brands like Seven7 and Lane Bryant. At 24, she founded GLAUDI, named after her mother, Gladis (in attendance at the show).

Hernandez has been involved in fashion shows her whole life, but she realized that the affairs would not be the same after the pandemic. No more indoor catwalks with throngs of fans, press, and celebrities crowding close together. But she was also put off by the virtual alternatives some brands opted for.

“I feel like fashion shows are made to see in person, because you have to look at the clothes, you have to send a message through how you present your collection,” Hernandez told the Courier.

But as the pandemic progressed, Hernandez noted how different forms of live entertainment innovated to keep audiences safe. For her show, she drew inspiration from drive-thru movies and shows where she “could bring my mom, my cousins, and we just go in one car.”

Hernandez wanted the show to do more than just celebrate her designs–she wanted to celebrate the idea of celebration itself after more than a year of canceled plans, delayed reunions, and virtual parties. “This whole fashion show was inspired to celebrate family and to inspire people to celebrate again,” she said.

After six months of planning and a few postponements, she felt the show went better than she could have anticipated. “It was magical,” she said.

The show set up small stages down Brighton Way, where models wearing GLAUDI stood, sat, and in one instance, swung. The Beverly Hills Police Department closed off the street from Rodeo to North Camden Drive, allowing crowds to mingle, gawk at the clothing, and enjoy crepes and cotton candy. But when the main event began, organizers cleared the street to allow permitted cars through to peer out onto the beaming, waving models. After all the cars had passed, Brighton turned into a block party deejayed by one of GLAUDI’s own models, Esther Anaya, who played along with the music on her electric violin. The models represented a range of sizes, shapes, and ages, in line with GLAUDI’s mission of inclusivity.

Others agreed with Johana’s assessment, including Mayor Robert Wunderlich, who attended the show. “What Johana brings to her clothing is imagination,” he told the Courier. “You can see it in what she’s doing tonight. What an imaginative way to celebrate her imaginative designs.”

“It’s a great use of public space to be able to liven up the city.”

Vice Mayor Lili Bosse, who advocated for nightlife in Beverly Hills through her Beverly Hills Open Later Days (BOLD) initiative and also went to the show, said the event represented the future of the city.

“What Johana has done is so out of the box, so visionary, truly creative, and really represents what Beverly Hills is made of,” she told the Courier. “During COVID, there were some blessings. It forced us to think creatively and I believe that this model that she has created for us today is a wonderful jumping off point for other businesses and our community to keep reimagining our city.”

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La Samaritaine, the legendary 100-plus-year-old Paris department store, is the centerpiece, as well as namesake of the project. Snuggled on the banks of the Seine, near Notre-Dame Cathedral and the Louvre, it is renowned, among other things, for its 1920s-era Art Deco façade, imposing iron and glass roof and gold leaf-adorned central staircase. It is an historic monument in France, a testament to both Art Nouveau and Art Deco design. Inside lies 215,000 square feet of shopping space, plus a window into day-to-day Parisian life. Closed since 2005 for safety reasons, it has been sorely missed by residents and visitors alike.

LVMH has spent the last seven years on a grand makeover, transforming Samaritaine from a classic department store to the anchor of a mixed-use urban experience. An undulating glass façade now greets visitors on the Rue de Rivoli, designed by Japanese firm Sanaa. The Pritzker Prize-winning firm is also responsible for 343 exterior screen-printed glass panels. The reimagined Samaritaine Paris Pont-Neuf department store will feature 600 brands, new concept stores “Loulou” and “Rivoli,” 12 restaurants, the “Voyage” space combining gastronomy, art and “memorable experiences,” L’Appartement, a private shopping experience amidst artwork, plus the largest beauty space on the Continent.

The timing of the June 21 unveiling was auspicious, coming shortly after Europe lifted the ban on non-essential travel by foreigners. Tourism in France – and elsewhere – is still in need of a jump start. And retail as a whole was already suffering globally, even before the pandemic. The bold new Samaritaine complex, with its hotel, restaurants, office space and more, is expected to become a destination in and of itself. 

It is no surprise then, that no less than French President Emmanuel Macron attended the inaugural ceremony, along with Paris Mayor Anne Hidalgo and Bernard Arnault, chairman and chief executive officer of LVMH. LVMH already owns upscale Parisian department store Le Bon Marche, as well as a majority stake in luxury travel retailer DFS Group, which operates La Samaritaine. 

“No other department store has such compelling links to the two faces of Paris, one engaged with the historic economic vitality of the recently renovated Les Halles and the other overlooking the Seine, offering the most beautiful view of the world’s most beautiful city. The completion of this project, which both creates jobs and promotes a unique Parisian art de vivre around the world, is also a great source of pride for our Group in France and in Paris. Many of our Maisons were founded in Paris, where we intend to make an active contribution to economic recovery, as well as the worldwide appeal of France,” said Arnault. 

The entire Samaritaine Paris Pont-Neuf project is a model of forward-thinking mixed-use planning. In addition to the department store and hotel, structures include a nursery and 96 public housing units operated by Paris Habitat. A pedestrian square with access to the Pont Neuf will help with a hoped-for renaissance of the neighborhood between the Louvre and Les Halles. 

In total, the development included some 753,000 square feet of renovated or newly built space. Cheval Blanc Paris is a key component. The first urban hotel from LVMH faces Quai du Louvre and will welcome guests on Sept. 7. Interiors of its 72 rooms and suites were created by American architect and designer Peter Marino, who has transformed an Art Deco building overlooking the Seine. 

Marino also has the commission to design Cheval Blanc Beverly Hills for LVMH. The ultra-luxury hospitality, retail and dining project is expected to open on Rodeo Drive in 2025. Plans call for an innovative, yet classic 115-guestroom bespoke hotel, as well as ground-floor LVMH retail establishments and exclusive dining venues. Additional features include rooftop pools, a private club and expansive penthouse space. 

During the June 21 Paris inaugural, executives noted that it may take one or two years for tourists to fully return to France. Once things get back to normal, La Samaritaine is expected to attract some 5 million visitors per year. With any luck, many of them will also make their way to Beverly Hills.  

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Spotlight on Rodeo Drive

The Louis Vuitton Men’s Temporary Residency is enlivening Rodeo Drive with a bright red bespoke “shipping container” façade, black and white patterned window coverings and giant inflatable cartoon-like characters (explained below) hovering above the entrance and on the roof. The installation is expected to generate the same level of attention as the wildly successful “Louis Vuitton X” exhibit that celebrated Louis Vuitton’s legacy of artistic collaborations. That activation was in place for five months in the same space in 2019. Alas, the Louis Vuitton Men’s Temporary Residency will be in Beverly Hills only through early March. And current Health Orders dictate a 25 percent maximum occupancy level at any given time. Fortunately, one needn’t be inside to enjoy everything the Temporary Residency has to offer. QR and Snapchat codes on the exterior walls allow bystanders to  interact with animated characters and generate shareable content. More surprises await inside, as discovered by the Courier during a sneak preview before the official Feb. 5 opening.

The 1,600 square-foot retail space stages the Louis Vuitton Men’s Spring-Summer 2021 Collection in  red shipping containers, which will be available for purchase. On the floor, black and white tiles are arranged in hypnotic patterns. An entire wall is taken up by a video screen playing a permanent loop of “Menswear Moments” from current collections. Inside the containers, displays feature jackets, sweaters, shirts and bags in vibrant blue, orange, yellow and green. The collection’s edgy “cartoon” mascots are visible as designs embedded on bags and accessories, even serving as stuffed toys affixed to some pieces. As set forth in more detail in the Jan. 15 Courier Exclusive (“Louis Vuitton Men’s Temporary Residency Heading to Beverly Hills”), the characters came to life during the early days of the pandemic.

The Journey’s Origins

When it became clear last year that fashion weeks would not go on as usual, global brands vied to outdo each other virtually. None incorporated as imaginative a means as Louis Vuitton Artistic Director Virgil Abloh. He debuted a short film at Digital Fashion Week in Paris in June 2020, entitled “The Adventures of Zoooom with friends.” Part animation, part live-action, the film introduced a surreal but laid-back cast of animated characters. Their ranks included Joe, the huge, anthropomorphized orange dog reclining at the building’s entrance. Joe’s signature look includes a mod suit and a set of shades in the familiar black and white checkered patterns that are emblematic of the collection. Joe’s cohorts include a birdlike creature, as well as a unicorn, a green dragon, purple dinosaur and a big, smiling flower, among others.

In the film, the disparate crew sets out for adventure in Paris. They then hop aboard a barge loaded with shipping containers carrying signature Louis Vuitton trunks. Presumably, the Spring-Summer 2021 collection has been packed inside. The collection was given the name “Message in a Bottle,” a fitting ode to the theme of venturing out into the unknown. In the summer of 2020, the same could be said of every industry, not simply fashion.

A few months after the film’s debut, the Zoooom with friends characters resurfaced in the live runway shows in Shanghai and Tokyo. This time, however, they took the form of giant inflatables. The gang next appeared at a Temporary Residency at the Miami Design Center in December. That activation disassembled and traveled to Beverly Hills in a truck caravan of–what else–bright red shipping containers.

The Collection

The Chicago-born Abloh is the first African American to head a French luxury design house. He is outspoken on issues of inclusivity, diversity, and the need to set examples for others. One of the central themes of his Men’s Spring-Summer 2021 collection involves the timeliness of fashion. As such, the collection invokes four methods of upcycling: new looks made from recycled material, looks repeated from the Fall-Winter 2020 collection, looks freely created by the studio during the lockdown using recycled material and new looks created from existing ideas. It is a serious through-note in a collection that is above all, a whimsical amalgam of several different influences. As WWD noted in a September 2020 review of the Tokyo runway event, accessories included “hats reminiscent of Johnny Depp’s Willy Wonka and sunglasses that recalled the device worn by LeVar Burton in ‘Star Trek: The Next Generation.'”

Abloh credits the Ghanaian heritage of his parents as well as visits to a Parisian toy store as inspiration for the “puppets, patterns, palette and accessories” found in the collection. Glancing around the Rodeo Drive installation, it is easy to see the connection. The fashion press last year credited Abloh with brightening up an otherwise subdued time with his playful designs. The same can be said about the Louis Vuitton Men’s Temporary Residency on Rodeo Drive.

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The upcoming residency will mark the second time the French luxury house has created a must-see experience at the northern end of Rodeo Drive. First came “Louis Vuitton X,” the temporary art and retail project open for five months in 2019 that drew both large crowds and extensive international press. The Louis Vuitton Men’s Temporary Residency will be in place a much shorter time–it closes in early March–but promises to be every bit as engaging. It also comes with a narrative six months in the making. Hailed in the fashion press as one of last year’s most memorable experiences, the Courier has exclusive details about what to expect when it arrives here. In a nutshell: expect nothing ever seen before.

Designed to showcase the Louis Vuitton Men’s Spring-Summer 2021 Collection, the installation’s showstopper is a bright red shipping container “entrance.” The shipping container motif continues on the ground floor, as a backdrop for 1,600 square-feet of retail space. Exterior details of the activation include vinyl window coverings as well as giant inflatable balloon characters,  a leitmotif of the entire project. Onlookers – even those stopped in their cars – will be able to share the experience digitally, courtesy of Snapchat codes affixed to the building. Additional details about the project will be provided in subsequent issues of the Courier.

City Support

The Beverly Hills City Council has already given the Louis Vuitton Men’s Temporary Residency a green light. The Council approved requests for expedited special event and building permits, and also waived provisions of the city’s sign ordinance at its Jan. 12 Regular Meeting.

“During these most challenging times, it is inspiring that Louis Vuitton will once again bring an innovative and creative global happening to our city. This out-of-the-box exhibition incorporates all safety COVID-19 protocols while it showcases our city at the forefront of trendsetting and vision,” Councilmember Lili Bosse told the Courier. The Rodeo Drive Committee (RDC) had previously bestowed its support for the installation.

“This exciting pop-up will add to the visual allure of the street and draw new visitors,” said RDC President Nicola Cagliata, in a letter of support.

Of course, the maisons of Louis Vuitton Moët Hennessy (LVMH) are long-standing fixtures in Beverly Hills and Rodeo Drive. In addition to Louis Vuitton, the luxury conglomerate operates retail spaces in the city for brands that include Rimowa, Loro Piana, Fendi, Celine, Christian Dior, Bvlgari, Berlutti, Sephora, Hublot and Tag Heuer.

With the Louis Vuitton Men’s Temporary Residency in Beverly Hills, the company winds down a story that is outwardly playful, yet inwardly profound. Symbols abound in the vision of Louis Vuitton Artistic Director Virgil Abloh, some more nuanced than others.

On the surface, the shipping containers are not a far stretch for a company whose roots go back to the trunk manufacturing business. Louis Vuitton has been synonymous with luxury travel for almost two centuries. But, in 2020, the pandemic brought travel to a halt, upending traditional fashion weeks in Europe.

Zoooom with Friends

When Men’s Fashion Week in Paris was canceled last June, Abloh saw it as a chance to bring fashion to the people.

“Instead of the doom and gloom, sort of panic approach, I looked at it like, ‘Oh, this is the new frontier that we’ve been asking for in fashion,'” Abloh told WWD in July. “We’re in a new era. I feel like this is the pandemic of 2020 with the hard stop between fashion as it was before, and I’m interested in this sort of investigation.”

Abloh moved forward digitally, creating a short film called, “The Adventures of Zoooom with friends.” The combination live-action, animated work introduced a cast of animated characters inspired by Abloh’s trip to a Parisian toy store.

The vividly colored coterie, including a purple dinosaur, a dragon, an orange dog named Joe, a unicorn named Zip and various bird-like creatures spend Paris fashion week engaged in (at times psychedelic) antics across the city. Many are adorned in the signature black-and-white checkered suits, bell-bottoms, brightly hued jackets and retro-looking tees that mark the Spring/Summer collection.

The film closes with live-action shots of workers at the ancestral Paris home of the house’s founder. The men pack up LV trunks laden with finery into a shipping container. Before the doors of the shipping container close, however, the animated Zoooom with friends gang manages to stow away. They set sail on a colorful barge from the Seine to the sea, on a fashion adventure that will eventually take them to Shanghai, Tokyo, Miami and finally, Beverly Hills.

Egalitarian Message

The notion of taking the collection to an audience rather than the audience coming to the collection is Abloh’s way of “embracing the global community of Louis Vuitton,” according to the source material released with the collection. It also adds an egalitarian message that has marked Abloh’s tenure at Louis Vuitton.

Born in Illinois to immigrants from Ghana, Abloh is the first American of African descent to be artistic director of a French luxury fashion house. He has a degree in civil engineering from the University of Wisconsin-Madison and studied architecture at the Illinois Institute of Technology.

Abloh first gained notoriety as creative director for Kanye West. He subsequently launched the luxury streetwear label Off-White (a favorite of Rihanna and Beyonce), and collaborated with Nike. Abloh joined Louis Vuitton in 2018, and the same year was named one of Time magazine’s 100 most influential people in the world. The Men’s Spring/Summer 2021 Collection (aptly named “Message in a Bottle”) is Abloh’s fifth for Louis Vuitton. Accordingly, the numeral “5” appears as a prominent creative element thereof.

In a “manifesto” published last summer, Abloh reiterates a commitment to “continue to hire diverse candidates, financially support BIPOC (Black, Indigenous, and People of Color) and LGBTQ+ causes, shed light on BIPOC-owned companies and LGBTQ+ individuals, work on public-facing initiatives featuring BIPOC role models and LGBTQ+ and will assist organizations promoting a more inclusive workforce.”

As Abloh told Vogue last September, “I’m very much cognizant of the time that I couldn’t get into fashion shows myself, cognizant of my friends going to Paris and I couldn’t go because I couldn’t afford a plane ticket. I was just watching [fashion shows] via social media and through my friends.”

Now, every fan of fashion can have a front-row seat in what Abloh hopes will be a cultural exchange. Moreover, the fantastical animated stars of Zoooom with friends are meant to serve as more than mere entertainment. They “represent a fundamental belief in inclusivity, the core of the French House’s approach to menswear,” according to collection source materials.

Indeed, the Zoooom with friends crew plays a prominent role throughout the journey.

Passage to Asia

After “setting sail” from France in July, the Zoooom crew “resurfaced” in August in Shanghai, the first of two Asian venues to hold in-person debuts for the collection. Actually, Zoooom with friends had transmogrified into huge inflatable balloon creatures. They maintained a looming presence on the live runway shows at the port of Shanghai and on the roof of Tokyo’s International Cruise Terminal. Both shows were livestreamed around the world.

Inflatable iterations weren’t the only form of shape shifting for Zoooom with friends. The runways in Asia were full of bags, garments and accessories integrating the characters into designs. Some items featured plush Zoooom figures attached to them. A lexicon for the collection described this process of “Zoooomification” as a “three-dimensional technique of integrating the Spring-Summer 2021 characters of Zoooom with friends into garments and accessories, effectively adorning and animating pieces. Conceived during the lockdown-fueled digitalization of the world in 2020, Virgil Abloh employs this technique to make fashion ‘jump through the screen.'”

In addition to the characters, another central theme of the collection is “upcycling.” Utilizing the mantra, “No season is an old season,” Abloh defined his Upcycling Ideology as “a set of anti-obsolescence ideas to counter overproduction, waste and the culture of disposability.” A new Upcycling Signal Logo will attach to reconditioned pieces.

At Sea Once More

After a successful run in Asia, the traveling “Message in a Bottle” installation ventured off to sea again. The collection made its North American debut with a Temporary Residency at the Miami’s Design District’s Jungle Plaza. Described by the Miami Herald as one of the “crown jewels” of Art Week, the residency included bright red shipping containers and the giant Zoooom with friends balloons. Document Journal described the installation as “part runway, part P.T. Barnum performance, replete with the accoutrements of modern technology in an experiential fashion show that activates AR, Snapchat, and QR codes that allow visitors to partake in, and take away from, the traveling show in the form of unique sharable content.”

The activation folds up in Miami on Jan. 25. It then travels once again, this time by land. A caravan of the now-emblematic shipping containers will head west. The residency debuts on Rodeo Drive at the same time the “Louis Vuitton: Walk in the Park” public experience winds down in Paris. The Paris residency on Rue du Pont Neuf and the Louis Vuitton Maison Vendôme contains both physical and digital elements, including the chance to interact with the Zoooom characters and augmented reality experiences through the LV app that will also be available for users worldwide on Jan. 22.

Here in Beverly Hills, the Louis Vuitton Men’s Temporary Residency will be bound by  state and Los Angeles County Department of Public Health Orders. At present, those orders mandate a reduction to 20 percent capacity based on square footage. The space will be open to the public and utilize a reservation system for entry. The Courier will publish exclusive details regarding early access for readers in future issues.

For a month, at least, the installation will provide Beverly Hills with a colorful reprieve from the lingering pandemic and political disarray. It’s also an opportunity to experience a moment in fashion history. “This is my invitation to move forward together with awareness, hope, and determination. You are witnessing unapologetic Black Imagination on display,” said Abloh.

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Compared to Lucy’s luminescence, all the diamonds ever mined here on earth are but a speck of dust. Then again, they’re infinitely more accessible. Lucy is 50 light years away.

Here in Beverly Hills, the diamond trade is certainly lofty by earthly standards.

Jeweler Jacques Mouw’s family is renowned for buying and cutting one of the largest diamonds ever mined on this planet. The 353-carat rough diamond was cut into the fifth largest pear-shaped diamond in the world, named “Premier Rose” after Mouw’s mother.

These days, business at Jacques Mouw Precious Jewels on Brighton Way is thriving, despite the pandemic.

“People are coming to us. They aren’t going on exotic cruises right now, so they’re buying jewelry,” Mouw told the Courier.

Martin Katz is similarly upbeat. His business, Martin Katz Ltd. has served as the gold standard in Beverly Hills jewelry for more than three decades. For two of those decades, he has operated from his eponymous boutique on Brighton Way.

“People are battle fatigued with the pandemic. They’ve been locked in their homes with very little access to anything that makes them feel better, from travel to entertaining. As a result of that, disposable income is pretty good because they’ve saved a lot of money. We have surprisingly but happily discovered there is pent up demand,” Katz told the Courier.

He noted that clients are increasingly interested in larger items.

“Certainly, people are buying to cheer themselves up and build some sense of normalcy. What I’ve really been surprised about is the request for large, important stones. Quite recently, we have sold sapphires and diamonds in the 20-30 carat range,” he said.

The pandemic may have changed our social calendar. But, the calendar itself moves forward. Birthdays and anniversaries still take place. Couples continue to get engaged, all of which helps jewelry sales,
said Katz.

“Milestone events are definitely motivating purchases right now. I think there’s a sense of ‘who knows what this pandemic is going to bring? I’d rather have this asset to pass to my kid.'”

M. Kantor & Associates has operated on Dayton Way since 1970.

“I’ve been doing this for 51 years and I’ve never seen a jump like this. People are interested in high quality, larger stones that they believe have intrinsic value. That’s why you see the lines at the fine jewelry stores,” the firm’s principal Michael Kantor told the Courier.

The notion that fine jewelry will last a lifetime and then some is definitely propelling sales. According to the De Beers Group Diamond Insight Report, 90 percent of consumers feel it is important to give a gift to a loved one this holiday that holds its value over time.

That’s an encouraging sign for an industry whose bottom line suffered dramatically in the early months of the pandemic. Fortunately, sales have not only rebounded, they’ve improved. According to Edahn Golan Diamond Research & Data, U.S. fine jewelry sales were up by 10 percent over 2019 by late summer.

Additional factors favorably affecting jewelry sales include the time spent at home in recent months. People are reflecting on their lives and relationships with gratitude, said De Beers. Moreover, everyone is looking to break the monotony a bit.

“People are wearing their jewelry, even around the house,” said Katz.

Susie Fox is a trendsetter in jewelry for every day.

“I don’t create things that will just sit in a jewelry box. I create things for people to enjoy all the time,” said Fox.

Fox launched her business in Silicon Valley and is newly-open in Southern California (susiefoxjewelry.com). Her designs incorporate 14k and 18k recycled gold with conflict-free diamonds, ancient beads, vintage artifacts and precious and semiprecious stones.

“We’re selling a lot of jewelry now. I can’t keep up with demand. In the beginning of the pandemic, during March and April, we were really quiet. Then all of a sudden around Mother’s Day we were up 20 to 30 percent over what we normally do every year,” said Fox.

Fox employs two full-time jewelers to create her pieces. Although business is up, her operations have definitely changed. “I source all my diamonds, emeralds, sapphires and rubies. I curate them myself from around the world. I work a lot with old European-cut diamonds. We would go around the world to shows in Basel and other places. Lately, that aspect has been difficult,” she said.

Nonetheless, Fox is still fulfilling a big client demand for items such as custom engagement rings and scattered diamond designs.

“Right now, people are working from home, but they still want to treat themselves. Smaller items that clients can wear every day are particularly hot,” said Fox.

“Clients are asking for little, fine necklaces or small earrings. I do a lot of stacked bracelets and layered necklaces. Lots of people are also asking for charm necklaces and custom charms that are meaningful to them,” she noted.

The layering trend is “huge” at Neiman Marcus in Beverly Hills. “We are seeing it on wrists, fingers, and necks,” said Neiman Marcus Vice President, Divisional Merchandise Manager, Precious Jewels, Larry Pelzel.

Pelzel told the Courier that Beverly Hills patrons are definitely looking for brands that will help them stand out during the holiday season. “They are looking for necklaces, cuff bracelets, and more wearable jewelry from modernist brands such as Messika, Anita Ko, Nikos Koulis, Spinelli and more,” he said.

At West Hollywood’s Peri A, clients are looking for jewelry that is not only modern, but “fun, interesting and different,” said Christine Moon. She is creative director and partner in the jewelry boutique on North Robertson Boulevard.

“Our clients want to see pops of color combined with fine gemstones. They want things like diamonds on bright hot pink acrylic backgrounds,” Moon told the Courier.

Big sellers at Peri A include whimsical enamels from Italian jewelry designer Bea Bongiasca and New York-based designer Audrey C. Another favorite is the new Milanese label EÉRA that creates gold and diamond-adorned earrings, cuffs and necklaces with snap hooks that can be detached and linked together to create a “build your own” effect.

Peri A, like other local jewelers, is dealing with a decline in international business from Asia and the Middle East. Nonetheless, sales are doing quite well. The boutique is set to open an outpost soon in Aspen. She also confirms what analysts report as a nationwide trend in the fine jewelry arena. That is, clients still want to come into the store.

“I think online is a space where you see more of the discount jewelry. In this business, people really want that personal touch. They want to try things on,” said Moon.

Based on current trends, she predicts that 2021 will be a big year for chains, chokers, neon colors and enamels. The Italian labels she works with are showcasing bright, fun colors mixed in with diamonds and semi-precious stones for an edgy look.

For the classic, refined Italian look, Buccellati is without equal. At the fine jewelry design house’s Rodeo Drive boutique, pendants are big sellers at the moment.

“Naturally, people are not traveling and attending events as frequently as they once were. Thus, I believe there is a current desire for beautiful, impeccably crafted, wearable jewelry. For example, the house’s Macri Classica pendant is a piece with eternal style, that you never have to take off, and can wear for every occasion,” Lucrezia Buccellati, co-creative director of Buccellati, told the Courier.

She also cites the cascading Hawaii Pendant Earrings and Macri Cuff Bracelet as trendsetters for the holiday season.

According to De Beers, consumers are interested in buying fewer, better things this holiday season. That bodes well for jewelry purchases. Katz has a more philosophical explanation for the vigorous jewelry sales right now.

“Many people I know who were ill with the virus, especially the over 50 set, realize that this is your time here on earth to enjoy. We’re not in a dress rehearsal. I try to enjoy everything more now.”

He added, “From what others tell me in the industry, we feel rather positive about the holiday season. They’re seeing a lot of activity overall. It’s not as steadily predictable as it once was. But, you can’t deny that people are looking for very nice things.”

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Celebrities from Margot Robbie to Natalie Portman have all embraced this pre-owned fashion statement over the past few years for the red carpet. Who can forget that groundbreaking moment of Julia Roberts winning an Oscar in 2001 while donning vintage Valentino?

Beverly Hills and surrounding neighborhoods are a treasure trove for collectors and sellers alike. But, how has the business been fared under COVID-19 restrictions? What are people searching for and how are store owners and customers safely navigating the thrill of the hunt?

Director of Retail Sales and Development at What Goes Around Comes Around on Brighton Way Julian Guevara has seen an uptick in virtual shopping. “Since reopening, we have seen a decrease in foot traffic versus this time last year,” he told the Courier. “Most of our walk-in clients are locals, but we are still seeing new faces every week.”

In-house stylists now offer a virtual shopping experience for clients who might be a little apprehensive. For those who do shop in person, the team follows strict safety protocols. Employees and customers are all required to wear a mask and social distance, and there are temperature checks at the door. “We are continuously cleaning all high touch surfaces and disinfecting all garments after being handled,” said Guevara.

What Goes Around Comes Around is not a consignment store. They don’t go into people’s closets or take drop-offs at the store. Rather, they work with a select group of private collectors and auctions around the world.

Interestingly, they are seeing more buyers than sellers. One hot item coveted by Chanel collectors is the Karl Lagerfeld-designed Lait de Coco (Coco’s Milk) bag from the 2014 fall-winter supermarket themed runway show. “It is a limited edition, silver metallic, crossbody milk carton bag that is the perfect piece for a Chanel collector,” Guevara told the Courier.

Another noteworthy piece is a Hermès Rose Scheherazade Niloticus Crocodile Birkin 25. “Not only is it one of the most coveted Birkin sizes, but the color is the epitome of Hermès true craft,” said Guevara. “Everyone is always on the hunt for a neutral colored Birkin but Hermès creates the most stunning colors,” he said.

Another place to look for a hard-to-find bag is Fashionphile, now located inside of Neiman Marcus on Wilshire Boulevard. The busy “selling studio” is a conduit for high-end designer handbags that are flying off the shelves from a Chanel caviar quilted grand shopping tote to accessories and jewelry from Van Cleef to Cartier. Due to COVID-19, appointments must be booked at fashionphile.com to drop off an item to sell or pick-up a purchase from the online store.

Known for a robust online resale business from the start, The RealReal opened a brick and mortar store on Melrose in 2018. The spacious modern loft outpost is currently limiting the amount of people on-site, closing the fitting rooms, and cleaning surfaces hourly while offering curbside consignment drop-offs. You may also consign by scheduling a free virtual appointment with a Luxury Manager. (The company has performed over 25,000 of these since COVID-19.) They will also arrange for a complimentary pickup following your appointment, or you can still mail in your items for consignment.

Despite the new safety protocols, the business is still seeing a 27 percent increase in new consignors. And, 37 percent of all new consignors in Q2 were Gen-Z and Millennials. Spring cleaning aside, what are people actually buying?

According to Sasha Skoda, Head of Women’s for The RealReal, “Despite the quarantining during COVID-19, handbags are still in high demand. In the first half of the year, we saw demand for Louis Vuitton handbags rise 38 percent and Gucci 24 percent.” Limited availability of some popular Louis Vuitton styles may be contributing to increased resale value. “We’ve seen with the Noe bag and its 11 percent resale value increase since March,” she told the Courier. “With Gucci reintroducing their signature horsebit hardware, we’ve seen a rise in interest in both current and vintage styles, resulting in a 29 percent increase since March.”

Skoda has also noticed high value purchases. “It’s been interesting to see where shoppers are choosing to invest during the pandemic, particularly millennials as a generation known for investing in experiences, which are heavily restricted in our current climate,” she told the Courier.

To that end, the company has seen high-value handbags rise in popularity, particularly from brands like Hermès, whose Kelly bag saw a 42 percent increase in year-over-year search demand last quarter. “Millennials actually purchased more Hermés handbags last quarter than any other demographic,” said Skoda.

And, since people are spending more time at home, understated classic pieces are also selling like hotcakes. “We’re also seeing a gravitation towards understated styles in handbags. Classic investment bags are timeless and proving their staying power now more than ever. The Louis Vuitton Neverfull and Gucci Marmont Matelassé Shoulder Bag are examples that are always in demand and command high resale values in our marketplace.”

Trove in Westwood opened about four years ago. The two-story building is currently bursting with inventory, according to store manager Julian Middleton. Sellers are bringing in more inventory, which is promptly sanitized with a water, vinegar and essential oil spray before it is placed and essential oil spray before it is placed on racks. Buyers are primarily searching for shoes or bags and authentic jewelry from names such as Cartier, Tiffany and Hermès.

LILY et Cie on Burton Way in Beverly Hills has supplied Jennifer Aniston with many vintage pieces from Dior to Galanos for her awards season looks, and Kim Kardashian West with the famed 2003 Oyster dress by Alexander McQueen for the Oscars after-party earlier this year.

Owner Rita Watnick saw the pandemic and subsequent closures due to looting as an opportunity to revamp the store. “The collections are all better than ever,” she told the Courier. “We have refined it to a high art. We literally took out every piece of clothing and all of the accessories that had been in the store and put in all new inventory and remerchandised and reorganized. It was an amazing opportunity.”

Part of the consistent interest in vintage stems from an environmental standpoint. “I have always considered LILY et Cie the most responsible and progressive way to shop,” said Watnick. “We have a long history of red carpet ‘best dressed.'”

Watnick notes that the pandemic has downsized the scale of important gatherings, such as weddings. “We missed the Met Gala, people do not go to work anymore so there is not a necessity for important day clothes or going out to dinner,” she said. “There are definitely less places to go, however, people still want beautiful things.”

Known as the “King of Vintage Couture,” Cameron Silver of Decades on Melrose Avenue in West Hollywood is usually hunting the world for luxury finds for his A-list clientele. Actresses from Michelle Williams to Nicole Kidman and Jennifer Lopez are fans.

The pandemic has made business more complicated.

Decades is now open shorter hours, weekdays only from 12-5 p.m. or by appointment. “Most people coming in are desperate for conversation with someone new while looking at something beautiful,” said Silver. “Maybe they will find a blouse or a dress but they are coming in with a purpose. We are social creatures and it’s all about community.”

Once an item is tried on by a customer, it is put into a “quarantine” that includes ultra-violet light and a disinfectant wand. “You can’t just put on a jacket and throw it back on the hanger now and I can’t be as hands on with clients anymore,” said Silver, “I need to keep a distance.”

While foot traffic is down, there has been an increased emphasis on studio services, music videos, film and television as more productions return. Much of Silver’s daily outreach has been to costume designers returning shows or productions starting up.

Silver has also been getting a lot of calls from people who want to clean out their closets during the pandemic, but he is sensitive to what people want to buy right now. “The desires of the current consumer don’t necessarily balance with someone who wants to sell a bunch of evening gowns,” he said.

While the world has become a little more casual while cocooning at home, Silver refuses to completely cave in. “You don’t want to be in sweats all the time,” he said. “It’s ok to put on something that makes you feel good. We are all dealing with a lot of heaviness in our world. I call it a ‘fashion distraction’ and it doesn’t have to be fancy. It could be a nice pair of jeans with a t-shirt and good blazer,” he adds.

For Silver, some good investment pieces that retain value include vintage Halston, Chanel and Yves Saint Laurent. “There is also a surge for items that are not super old such as a great Row or Rick Owen’s jacket.”

“In this circular economy people are no longer uncomfortable buying something that is pre-loved or a few seasons old. It’s chic to repeat,” is a phrase coined by Silver. “True style is how you take something in the back of your closet and mix it with a more recent acquisition for a distinctive look.”

Newer on the scene, Bon Chic boutique on South Robertson Boulevard opened in March of 2019 with a contemporary vintage flair.

Portuguese-French owner and architect Monica Evans is a long-time Beverly Hills and Bel-Air resident who has spent the past 20 years renovating and decorating homes and saw a similar trajectory into the vintage fashion business.

Closed for three months, Evans has reopened with a new sterilization lighting tool also used in hospitals. She shines it on clothing for 15 seconds. “It’s so strong that I need to leave the room,” she said.

Evans focuses on clothing but is not running a consignment shop. In keeping with the new trend, her pieces are no more than 10 years old. Her clients are looking for prestigious items such as Oscar de la Renta dresses, as well as Valentino, Chanel, Dior and Tom Ford-era Gucci.

“People don’t have anywhere to go, but it’s still an investment,” she told the Courier.

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If this were a normal year, we would all expect the same.

“We would be having installations and dancers and performers and Santa coming down with the reindeer,” Kathy Gohari, Vice Chair of the Rodeo Drive Committee, told the Courier. “And we would have fireworks, we would have a huge stage where everybody would be invited to come and join us and dance the night away. None of that is happening.”

As with every routine, tradition, and expectation, the pandemic has upended the holidays in Beverly Hills. With a one-two punch of economic restrictions and shrunken tax revenue, the City has had to scale back its ambitions for holiday decorations. But with a greater need than ever for the economic boost of the season, the Rodeo Drive-Special Events-Holiday Program Committee has sent the Beverly Hills City Council a proposal that Gohari said does not skimp on glamour. The City Council will vote on the plans at its Oct. 13 Regular Meeting.

“Rodeo Drive is all about glamour and fashion and happiness,” said Gohari, who also works as the Director of Client Engagement for Valentino. “As someone who has worked in fashion my entire life, over three decades, I’ve had the pleasure of attending many, many fashion shows in Europe. And this year we’re all grounded. No one gets to go anywhere. So, we brought the fashion show to Rodeo Drive.”

The proposed decorations will transform the median of Rodeo Drive into a catwalk, with nine mannequins modeling gowns “of jeweled toned faux florals, faux winter foliage and reflective embellished accents of metallic holiday ornaments,” according to a presentation by J. Ben Bourgeois, Inc., the event production company contracted by the City.

“Hopefully, if we do this installation right, you can stand on the sidewalk of Rodeo Drive and feel like you’ve actually gone to Paris, Milan, New York, and you’re sitting in a show,” Gohari said, describing the experience as a form of “therapy.”

“If you are a fan of fashion and appreciate glamour, this allows you to dream and be anywhere you want to be,” she said.

The proposal found general approval at the Sept. 29 Liaison Meeting, although questions were raised about the gender of the mannequins, which are all women.

“Is there any reason there wasn’t a male mannequin or two that was put in?” Mayor Lester Friedman asked the Committee.

“Because a tuxedo is not going to be very glamorous, nor will it look pretty with dark flowers,” Gohari explained at the meeting. “So, sir, unless you’re looking for a red or a green tuxedo, I think we were kind of out of luck with that option.”

And as Gohari later told the Courier, “There’s no way I’m going to put a green or a red tuxedo on a man.”

The price tag for the holiday proposal comes out to $352,702, a far cry from the $1.3 million the Committee requested in 2019. Last year, as a part of Beverly Hills Open Later Days (BOLD) program, the City put on 12 nights of programming, including live performances, a fireworks display, and an appearance by Santa. As COVID-19 shut down sectors of the economy, it also hit Beverly Hills’ tax base–a factor that went into this year’s process.

“We were very conscious about what we were doing and how we were doing it,” Gohari said. “We cut down on a lot of unnecessary production costs and we improvised and worked closely with the City to try to maximize all of the existing resources so that we would not be spending any unnecessary funds.”

Julie Wagner, CEO of the Beverly Hills Conference and Visitors Bureau, told the Courier that the economic impact of COVID-19 has only two other equivalents in recent memory: the aftermath of the Sept. 11 terrorist attacks and the 2008 Great Recession.

“I think that this has, by far, outweighed either of those events,” she said.

The holiday season represents a crucial lifeline for struggling businesses. The decorations, beyond offering a visual pick-me-up, encourage residents and visitors to shop and inject sorely needed funds into the local economy and the City’s coffers.

“This is one of the most important seasons to our retailers in the entire year, if not the most important,” she told the Courier. “It’s really critical for our city to continue to maintain a warm and welcoming and safe environment so that people will come out to do their holiday shopping.”

Gohari, who has spent three decades on Rodeo Drive, hopes the decorations give the community something else it has lacked since March. “This will be, hopefully, our first opportunity in the past six, seven, eight months to just have a happy moment, just something that is aesthetically beautiful,” she said. “I hope that it brings some joy to this city, to the visitors, to the residents.”

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When life as we knew it came to a screeching halt in March, Mariel Haenn figured out a new way of working. 

Haenn and her partner Rob Zangardi have created iconic style images for the likes of Jennifer Lopez, Gwen Stefani, Hailee Steinfeld, Cara Delevingne, Ciara, Rachel McAdams and Lily Collins, among others. 

For J Lo alone, the duo styled campaigns this year for Versace, Coach and Guess; her acclaimed film role in “Hustlers” and Super Bowl halftime performance, which garnered 100 million viewers. They collaborated with Donatella Versace on Lopez’s studded leather bodysuit, chaps and pink skirt, and did the wardrobe for the entire halftime show. The feat involved 230 costumes in six minutes. 

The skill at transforming clients into fashion icons has earned Haenn and Zangardi a spot on the Hollywood Reporter’s prestigious “25 Most Powerful Stylists” list for several years in a row. In March, the publication named them one of “Hollywood’s Top 10 Power Stylists of the Decade.” 

Haenn told the Courier that although life now is different, the show must go on. 

“We have clients that were supposed to be on worldwide press tours. Lily Collins is doing a show for Netflix about fashion called ‘Emily in Paris.’ We were all super excited to be doing the press junket. But, now she’s doing it via Zoom. So, that’s a letdown. But, it’s part of the reality we all are adjusting to,” said Haenn. 

The red carpet is what Mikiel Benyamin misses most during the pandemic. 

The 26-year-old stylist, who also goes by Maikeeb, is known for his high-fashion streetwear aesthetic. The trade press has fawned on him as a wunderkind and for good reason. When he moved to the U.S. from his native Egypt at age 11, he spoke more Arabic than English. By his early twenties, he was working with Cardi B, gaining instant acclaim for her “Bodak Yellow” video. 

“Right now, we have a situation where there is definitely no glam in the red-carpet sort of way. But we have shifted to digital. When premieres take place or when one of my girls have movies or TV that they’re doing, the promotion has all shifted online,” Benyamin told the Courier. 

Awards shows–a fashion mainstay of the fall and winter–remain uncertain. 

“A few music awards shows are on the books, and other shows have been pushed back. I don’t think anyone knows yet how the big shows are going to proceed,” said Haenn. 

The Sept. 21 virtual presentation of the Emmy’s met with mixed notices but did score a few hits, fashion-wise. 

“It was really nice to see the ladies and gents who decided to keep the usual glam of the night. Tracey Ellis Ross, Zendaya, and Regina King we some of my favorites and I’m also proud to call their stylists friends. Not all decided to go for the glam, but it was also nice to see people’s family and home as the backdrop of the evening,” added Haenn. 

She noted that production in general is picking up, albeit in a limited manner. 

“We’ve shot a few music videos, shot a few campaigns. Everyone needs to get tests and wear a mask,” she said. 

Some superstar clients continue to work steadily, with small crews and no live audience. Other clients are appearing on TV from home, so their “look” must focus on the waist, up. 

“Oversized blazers and shoulders and shirts are trending, but that’s not the best for doing waist up. So, I’m finding interesting tops and beautiful earrings for my clients’ press junkets. I said to one of them that earrings are the new shoes, because now that is what’s completing the outfit,” said Haenn. 

She is fitting her clients in a socially distanced manner, as well. 

“We’re doing Zoom fittings, or dropping off racks of clothes, then the client will mark where they have to be adjusted. We pick them back up to do alterations. It’s a remote way of styling,” said Haenn. 

Overall, she finds that mindfulness is the mantra of the moment. 

“I think the feeling with all stylists and their clients is that no one wants to be too over the top,” said Haenn. “Not too glam. We’re keeping in mind what’s going on in the world. Everyone is also more aware of how much they’re consuming and how much they spend. When we do a shoot now, instead of me, my partner and assistants, the production size is much smaller. Fewer people are involved, with less contact.” 

“Fashion goes on,” she said. “But, it’s much more important to acquire items that will stand the test of time now. You want to have good pieces in your closet. You don’t want to buy anything too trendy.” 

Haenn added, “Imagine if you bought a bunch of trendy things at the beginning of the year. You’d have nowhere to wear them now.” 

Benyamin says his clients don’t want to be seen as partying these days anyway. 

“My clients don’t want to be associated with anything irresponsible or unsafe. The paparazzi still follow them around constantly. Every one of my girls wears masks, even if just picking up coffee,” he said. 

Of course, celebrities can set fashion trends even when simply picking up coffee. And online sites that follow celebrities in their day-to-day life have surged during the pandemic. 

“Social media is the only way to see what people are wearing when there are no red carpets or live events. It’s all about Instagram right now. It can set immediate trends,” said Benyamin. 

Hot at the moment, he notes, are quilted gold chain bags by Bottega Veneta and South of France summer looks from Jacquemus, the fashion label with prints that recall classic French cinema. 

“Jacquemus designs are always so anticipated. His mini bags have been just recreated this season. Instead of all leather, they are using new shapes and fabrics that will be extremely popular,” said Benyamin. 

And, this season’s statement pieces come in small packages. 

“Louis Vuitton has just come out with a special jewelry piece in earrings and small chain necklaces. It’s called the LV Volt. Everyone who is a top tier girl is wearing it on Insta,” said Benyamin. 

He defines “top tier” as Kylie Jenner, Hailey Baldwin, plus his own clients, actress-singer and “Hustlers” co-star Keke Palmer and actress Bella Thorne. 

“Something else that just came out is another must. MCM thigh-high boots. Mary J. Blige just wore them in New York, and they made a really big splash,” said Benyamin. 

For her part, Haenn is always on the lookout for up and coming designers. 

“That’s how we keep our clients on the cutting edge. Sally La Pointe is a favorite. She does polished business dress-up and also casual clothes. Her color palette is incredible. She’s a good fit for Jennifer Lopez because she does full monochromatic looks,” said Haenn. 

For this fall, Haenn says suiting is popular, with different silhouettes. 

“Suits with flair using typical fall materials, but a little bit more shine are big. Bulky sweaters and oversize are also happening this fall. And everyone has gotten so good with faux fur,” said Haenn. 

Both Haenn and Benyamin always have their eye on legacy brands that reinvent themselves creatively. 

“Some brands are incorporating a style and aesthetic that is way trendier than what they were previously known for. Look at Coach. It maybe isn’t on everybody’s list of hot brands, but it’s important to pay attention to things that aren’t what we expect,” noted Haenn. 

“Stuart Vevers (Executive Creative Director) at Coach has launched the ( Jean-Michel) Basquiat collaboration. They did a really good job. The pieces are classic. Stuart did an amazing job incorporating Basquiat, whose work as an artist was so incredibly well-known. And their coats and outerwear are so luxurious,” said Haenn. 

For Benyamin’s clients, wearing vintage is one of the biggest trends in the last six months. 

“The top tier girls that I style are really into vintage Chanel right now. Chanel swimwear. Chanel tops, two-piece mini dresses. Vintage Dior is also huge, especially anything from the John Galliano era,” said Benyamin. 

“What is so cool now is that the biggest classics are making a revival. In the last six months, Dior saddle bags, any color, have made the biggest comeback. They were a classic of their time, and the brand is reproducing them,” said Benyamin. 

Dior’s kidney-shaped Saddle Bag was the IT-girl accessory in the early 2000’s thanks to Sarah Jessica Parker’s “Sex and the City” character Carrie Bradshaw. Interest resurged after Beyoncé was spotted wearing one a few years ago. Dior decided to bring back the bags in 2018. 

“Gucci has also gone in a very specific direction, as has Balenciaga,” said Haenn. They have both figured out a more streetwear look. It’s all about coming out with a hot new bag, T-shirts or sunglasses. They’ve found ways to stay modern.”

Both Haenn and Benyamin felt bittersweet about New York Fashion Week, which was held virtually last week. “The virus happened in the midst of them creating these collections. It was interesting to see who stuck to more casual wear, because people are staying at home,” said Haenn.

“If you’re in this business, you go to Fashion Week. 

Normally, my girls would all be in the front row. It’s always good to see the designers we’ve worked with for years, and talk about our favorite looks, said Benyamin. 

Instead, he caught up virtually, taking in shows by Christian Siriano, Christian Cowan, (a Cardi B favorite) and MONSE (the luxury label founded by the Creative Directors at Oscar de la Renta). 

“Traveling to Fashion Week, especially to Milan or Paris, was always such a fun part of this business. But, in a blink of an eye, it was taken away,” said Benyamin. 

“We have adapted, though. There have been some red carpets in Europe, but they’re quiet. Only select people fly in. Everything else is online,” he added. 

“Everybody’s fashion needs are so different right now,” observed Haenn. “But the truth is, everyone is still going to be interested in designers and what they are showing in their next collection. People will always look to fashion as a way of escaping the fact we’re unable to dress up and go many places right now.” 

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From Compton to Couture. From learning in sweat shops to presenting on the biggest Fashion Week runways around the world, Johana Hernandez is a Latinx millennial sensation. Creator and owner of GLAUDI, known for her wedding gown, special occasion, red carpet haute couture designs, Ms. Hernandez, is launching her first men’s collection. Due to the pandemic, instead of launching her collection in late September at the Ritz during Paris Fashion Week as she usually does for 2020, Johana has pivoted. As a new member of our business community, she has brought Paris to Beverly Hills by premiering, in this Beverly Hills Courier world exclusive, her “first men’s and women’s bespoke suits” campaign.

Johana Hernandez’s meteoric rise began at her parents’ knees. The two El Salvadorian immigrants shepherded their daughter to their jobs in the factories producing garments for global brands, including Calvin Klein and Tommy Hilfiger. As a young girl, with familial generations of humble garment makers before her, Johana learned clothing construction and manufacturing processes. In her early teens, she began designing as a hobby with her mother. Attending FIDM, she was plucked by Bebina Jeans and quickly became a head designer. At 19, she was featured in the Wall Street Journal for her designs, which included casual sportswear. Leaping to international brands, she landed at Seven7 Jeans for several years as a knits and jeans designer as well as a designer for plus size retailer Lane Bryant.

In 2011, at age 24, without financial backing, she founded the family business “GLAUDI,” named after her mother Gladis. Driven by her early childhood experiences, and her devout Christian faith, Johana built a company where she implemented a culture for her employees to be compensated fairly and treated with respect. She also insisted her company be guided with the purpose to help others. It’s no wonder the moment California was mandated to shut down earlier this year, Johana turned her factory of design into making masks. Thousands of GLAUDI masks were donated to hospitals for frontline workers, the LAPD, and security officers and their medical teams at L.A. County prisons.

GLAUDI’s flagship stores are in Beverly Hills and Downey, with additional ateliers in Downey, Chicago and Istanbul, Turkey.

Johana also addresses the needs of the underserved from Compton to El Salvador, having funded the construction and supplies for a school in El Salvador. Her thinking, “If your goal is to just become rich and famous, it’s super empty. But if your goal is to give work to people, to build schools, to give back to the community, that’s leaving a legacy. And that’s my dream for our brand.”

After fifteen years of hard work, vision and innovation, Johana shines as a confident, energetic, phenomenally creative young woman who credits her faith for her success. As a hopeless romantic, she oozes positivity and passion in everything she does. She goes as far as blessing each dress, if her clients welcome her to do so, and she signs each GLAUDI wedding dress sketch with “What God has joined together, let no one separate.” Mark 10:9.

Mentored by Nichole Richie and John Varvatos, she was featured on NBC’s “Fashion Star.” In 2013 she was nominated to be part of People Magazine Espanol’s one of the 25 most powerful Latinas. In Latina Magazines’ 30 Favorite stars under 30, she joined Demi Lovato and Selena Gomez. As a judge on “The Fashion Hero” airing worldwide and on Amazon Prime, Johana searched for everyday models of all shapes and sizes to become GLAUDI ambassadors, focusing on taking the rejected to be respected.

Besides adorning some of the world’s most beautiful women, a multitude of Latina superstars, and international celebrities, she has been featured on CNN, Fox News, Spectrum 1, ABC 7, Telemundo, Univision and in the New York Times, Vogue, Elle, Cosmopolitan, and Harper’s Bazaar. On Sept. 19, the host of the Creative Arts Emmy’s, Nicole Byer, Netflix’s series host of “Nailed it,” chose to wear Johana’s creation to present the awards on the international telecast.

Johana’s goal is to inspire, “I came a long way from Compton to Beverly Hills. If I can do it, you can do it, too!”

September is Hispanic Heritage month, and we are living in unprecedented times. Let’s refresh the conversation. Please join us as we celebrate a young, accomplished fashion designer in our community, who, with an uplifting voice, helps us celebrate the happiest moments in our lives.

Lisa Bloch: Our world is filled with uncertainties. Is this the right time for wedding celebrations? How has your business been affected?

Johana Hernandez: It’s true about our world, but ‘love is not cancelled.’ It never is. Weddings are being done. They’re just smaller. Or they’re doing virtual ceremonies and the bride wants, more than ever, to look beautiful on her special day. Or they’re planning small, out of town weddings and we make dresses that fit the location. They’re still booking me because it takes about six months to a year for custom dresses, and three to six months for our collection dresses. I just don’t know how we’re going to handle next year when I have so many weddings all at the same time.

Why did you choose to open your boutique in Beverly Hills?

It’s the capital of fashion. I’m the youngest designer business owner in Beverly Hills of Salvadorian descent. I’m the first Salvadorian-American to do Fashion Week, six seasons already, at the Ritz in Paris. I like to do things that are different and to bring something new for everyone to love.

Known for your exquisite bridal collections, why have you decided to design a men’s collection?

I’ve always wanted to launch a men’s line, but it was never the right time. My dad died two months ago. His short name was “Rey.” In Spanish it means king. I want to respect and honor men like my father. So, I felt it was the perfect time after losing him and feeling how important men are in our lives. As women, we need to love them. As a female designer, I can help to empower men, as I appreciate them and honor them. It’s time to get back to business. I want to empower men through the men’s suits, the same way I do women with women’s suits and gowns.

Please tell us about your power suits.

GLAUDI’s suits are custom and comfortable. They are made to fit every shape and size. All of us have different shapes. Fit is so important. I embrace all body types. For guys too. Men come in every shape and size. Every suit is made to measure.

You know when you are wearing a suit that doesn’t feel right. At GLAUDI we believe that if you are not comfortable, you won’t be able to achieve what you’re trying to do through presentations or to enjoy your event. Choosing the right fabric and making it fit right is the only way to go. I have stretch in some of my fabrics. They are soft and fresh and breathable, so you don’t feel hot in them. They fit correctly so that when you sit down, nothing is bulging. It makes you feel good about your body. It makes you feel confident and bold so you can focus on what is at hand.

Women can be strong and successful, and at the same time, beautiful and feminine in a GLAUDI suit. A man is strong and successful and gentle in a GLAUDI suit. It all shows in how the suit fits. That is why we spend time customizing each suit for each client. We have tons of patterns, but my goal is to make suits that are comfortable to wear, are flattering, and reflect a bold, confident person. I know so many amazingly successful men who have businesses, or who are getting married, and they want something from me. But for a girl to make a man’s suit is not normal. Usually men design for men. It’s beautiful to be able to respect men and give them what they want.

For women’s suits, I definitely add more tailoring to shape women better, instead of looking boxy. My pants are higher waisted to bring attention to the right places and to be more complimentary. I’ve created special shoulder pads that are not too high, but give you a strong structure, yet don’t make you look tired with bad posture. These are the little details that make a difference.

What is special about the GLAUDI bridal dresses?

Everything is special for our GLAUDI brides as our dresses take thousands of hours to create. All are handmade. I sketch and design in front of the brides who choose to do custom gowns and the brides who shop from our collection, they get to have a personal bridal stylist. All designs are made to fit each bride perfectly.

At GLAUDI brides never settle for a dress. I make their entire fairy tale wedding come to life as we also have dresses for bridesmaids and mother of the bride. When it’s complete, it brings joy to all of us. And now that COVID is here, I know a lot of brides are having smaller weddings. We are launching our bride tuxedo suit in white with this campaign. Bridal suits are so polished and elegant for women.

You would schedule an appointment online or over the phone with our stylist or with me. In our first meeting, I sketch in front of my clients, so they see everything coming to life. They get a dress that is made for them. We do tricks with corsets and bras inside of the dresses to help women look their very best on her wedding day. Most girls cry when we photograph them in the dress for the first time as they can’t believe they look so beautiful.

And your GLAUDI Men’s “Rey” collection?

With our new men’s tuxedo suits to complement the bride, we are doing some new things. When men get married in their tuxedo, they want to dance and have fun. It’s a real celebration. So, I think about the fabrics I use to make them feel comfortable to be able to move. I add stretch to their suit. This is super exciting because no one has done this. It still looks structured and beautiful, but they can easily move. We are also making for grooms the ability to tell their love story with printed photos in the lining of their blazer. It’s really fun.

Please tell us about your red-carpet collection, as well as the fabrics you choose.

This is the collection I always show at Paris Fashion Week. It is designed for women who are bold and not afraid to shine. When she walks into a room, she doesn’t have to say a word. Her dress speaks for itself. This is the girl who is noticed on the red carpet. It is worn by the woman with confidence.

We use the best fabrications from all over the world, Italian laces, silks from Paris and Italy, and made in our atelier in Istanbul.

I noticed in one of your big fashion shows you employed a young, energetic model with Down syndrome. Can you tell us about her and your decision to include her in the show?

It was New York fashion week this past February 2020. When she came out on the runway, everyone was cheering. It was really special. I added her to the collection because I feel every girl could feel beautiful no matter what. She is now modeling all over the world. I think there’s a lot of girls that need to see that there are girls like them achieving their dreams. It’s empowering. I feel like we are all made to be equal and to just be uniting, loving and kind. Anyone can achieve anything.

Did you dream about one day designing a luxury brand?

I always wanted to design clothes that would help people. We give work to a lot of people because we make all of our garments by hand. We don’t mass produce. So, when you get a suit or a dress, it’s all hand made. You’re giving work to people that are here in the U.S. mainly, or in other countries, people who are humble. We are helping families through fashion.

Your faith is very important to you. You do regular Bible studies in your store. During COVID, are you doing them virtually? Tell us about “God is Fab.”

It’s my Instagram handle. I created it to mentor girls and inspire women to get their confidence back through faith. I love to empower women to help them find purpose and God given talent no matter what religion we are from.

Who’s your mentor?

Hmmm, my parents and God, to be honest.

What’s your biggest challenge?

I’m usually the only Hispanic in the room as a luxury fashion business owner and designer. Being a Latina designer, I put in triple the work. Unfortunately, there are still people that feel Latinos aren’t made for this, when my family has been in fashion for generations. Sometimes I don’t get opportunities because of my skin color, because I’m Latina. Now I have decided to let my work speak for itself.

When I was younger, I didn’t notice it was weird. Until my assistant, one time, said something to me. She was like, did you see that everyone looked at us? We were like the only Hispanics. She made me open my eyes. Sometimes I literally feel like I’m Rosa Parks and that feeling inspires me more to succeed, to bring everyone together through fashion.

And in Beverly Hills, since you have arrived, how has it been?

My neighbors have been really great to me. And we’ve been helping each other out during COVID. I feel like Beverly Hills, once you get in and people get to know you, it’s like a little family and they want to help. There are some (neighbors) who have been around for many, many years. They’ve been super welcoming. We talk about lots of things. As a millennial, I have strengths in places where I didn’t even know. Like they need help on social media which I’m happy to help them. It’s what I love about being here. There’s a community, especially with the business owners. The Beverly Hills Chamber of Commerce has so many services to help us. And that’s really great to have because you feel you’re a part of something.

I imagine you may be feeling conflicted. As you just shared, you have experienced inequalities and injustices in your lifetime, and understand the Black Lives Matter message. And yet you’re also a business owner, who has worked hard to open a boutique in Beverly Hills, only to be thrust into a position of having to protect your valued business. Are you caught between two worlds?

I grew up in Compton. My friends were super diverse, like me. We’ve always mattered to me. Originally, I thought it was a bad thing being born and raised in Compton, but now I’m grateful for it as I am making a difference. We were very conservative Christians. We had nothing to do with gang violence or crime. As I grew older, I’ve come to embrace that part of my story. People need to know that it doesn’t matter where you come from, we should treat one another with love and respect.

Now I am really glad I can share my story. It’s not about where I came from or the color of my skin. We’re here to make everyone who wants to feel empowered and beautiful, to feel and look that way. And I’m just excited that it’s a place where you get to meet people from all over the world.

International travel has been curtailed. How has this changed your business model?
I don’t target tourists. I don’t target celebrities. They find me. My brand has a look. If the client is local, they visit us in the store. I love to have good relationships with my clientele. If the client is from out of town, we work through emails and through zoom.

What was the reaction from the Latino world when you opened in Beverly Hills?
Oh my Gosh. Everyone was super proud and excited. We were in all of the Latino media. Like it went viral. Even the president from El Salvador sent a message on social media about it. It’s very inspiring. I love being that designer who makes you feel like, why not?

What inspires you?

I’ve traveled around the world, designing. And in every country, in every language, I meet the same girl. Like me, a woman who’s confident and who wants to achieve goals. Even the guys. Like they all want to fall in love. They all want to achieve their dreams. They just speak different languages. GLAUDI is for everyone. Don’t look at me just as a Latina designer. I am a designer. Don’t see color. See the beautiful collections and wear them and feel confident. I want to unite everyone. You know what I mean?

I sure do. Where do you see yourself in five years with GLAUDI? What do you hope to have accomplished being a part of the Beverly Hills community?
I want to continue here in Beverly Hills, of course. I want to present my designs internationally. I’m already showing in Paris and I’m going to Italy, to Milan. Across the United States, I really want everyone to get a little piece of what we do. I want it to always be about empowering people and taking them to the moon to celebrate the most special events. We design for the happiest moments in your life. That’s the time where you come for a dress or a design. I want to be able to help you celebrate, and not let it be about this year’s color. It’s about feeling good. It’s about you.

Johana Hernandez, this has been an honor and a pleasure. You are one extraordinary young woman, a role model and an inspiration. As the wedding and red carpet emperadora (empress), Beverly Hills is lucky you have chosen our City to be GLAUDI’s home. Congratulations for being the Beverly Hills Courier STYLE’s first Fashion icon! And welcome to our community!

With respect and appreciation,

Lisa Bloch

www.glaudicollection.com

[embedyt] https://www.youtube.com/watch?v=K8-lxxfZkjw[/embedyt]

Instagram @GLAUDIbyJohanaHernandez

9608 Brighton Way
Beverly Hills, CA 90210

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While some of us have been trying to craft makeshift masks at home with bandanas and scarves, celebrity fashion brands are also stepping up, including Christian Siriano from “Project Runway” and H&M, to downtown L.A. apron manufacturer Hedley & Bennet, who make the chic chef aprons worn in all the best restaurants around town. 

Beverly Hills resident and local clothing designer Franne Golde has collaborated with everyone from the Commodores to Randi Travis and Jody Watley as an award-winning songwriter. As the founder of her eponymous clothing line, Golde makes the perfect black pants dubbed “magic” by Oprah’s creative director and style guru Adam Glassman and has now started working with the organization Behind the Mask. 

Right before the COVID-19 lockdown began, Golde said she “got a feeling that people were going to need masks.” 

So, she ordered 50 masks for her clothing site from a local manufacturer and they sold out on her website in one day. “I wanted one personally, I thought they were really cool,” she told the Courier. Now the 100 percent sustainable cotton, pleated masks, which retail for just $15, have been on preorder for the past few weeks. “They are in such high demand,” said Golde. “We are getting orders from as far away as Massachusetts and New Jersey. People are asking, ‘where did you get your mask?'” 

Golde manufacturer Dana Weinstein created Behind the Mask to help doctors and health care workers with a GoFundMe campaign. The group of local female entrepreneurs has raised $70,000 so far. Golde joined the fundraising team and is now donating a portion of all her sales to this cause for the month of April. Every dollar donated from Behind the Mask is going directly towards purchasing N95 medical-grade masks and gowns for hospital workers. 

“We all have to contribute in any way we can,” said Golde. “I can’t give away all my profits because I need to keep my employees and my business going, but whatever I can do to help, I’m doing.” 

As far as wearing masks in public after COVID-19, as other Asian countries like Japan have been doing for years, “I think that is going to become a way of life here.” she said. “I will keep them on the site until people stop ordering.”

But Golde is not expecting orders to dry up anytime soon. “I’m planning on keeping them throughout the year [on the site]. I’m also making some for fall in different patterns,” she added. 

“We’re working on a comfortable layered mask right now that is a completely sustainable fabric with a knit pocket for an optional air filter and can be used as a washable cover for medical-grade masks and also used by the public.” 

Golde has also started helping women through her new Tele-wear collection for people suddenly forced to conduct all business virtually from home. “It’s important to keep a daily schedule and not just stay in your pajamas and be depressed,” she told the Courier. 

The Tele-wear offerings includes selling comfortable athleisure wear, casual basic wardrobe pieces and those famous pants for customers who are still shopping online. “It’s a simple uniform outfit which is what our whole collection is based on,” she said. 

Along with daily exercise, Golde has been keeping in touch with her customers and being as transparent as possible during this trying time. 

“When you look good you feel good and if we can make somebody feel good and inspire them to put a little lipstick on, then great.” https://www.frannegolde.com/#GetBehindTheMask 

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Maison Atia showcased their new Autumn/Winter 2020 collection of faux fur designs for the first time on the West Coast, including their brand new MA by Maison Atia label, a colorful capsule line incorporating sustainable koba fabric. Guests had the opportunity to shop a curated selection of these new faux fur designs as well as Bvlgari creations. A portion of the night’s sales were donated to the Eastwood Ranch Foundation. 

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The 11,000 square feet pink concrete storefront was designed by acclaimed architect Sir David Adjaye OBE. 

The Beverly Center affair featured a performance by Jacques Lesure and Kelsey Lu, a curated setlist by Kitty Cash, a portrait Studio by The Collective You, Champagne fountain by Piper-Heidsieck, succulent bites by Petrossian and crafted cocktails by Rémy 456 Martin. 

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Perhaps the biggest restaurant opening of the year, three Michelin star Chef Massimo Bottura, will finally be serving a mix of his Italian fare blended with California flair on the roof of the Gucci’s Beverly Hills store. 

Guests at the intimate opening event included Beck, Gia Coppola, Brad Falchuk, Jacqui Getty, Liz Goldwyn, Salma Hayek Anjelica Huston, Gwyneth Paltrow, Ariana Papademetropoulos, Saoirse Ronan and Dita Von Teese. 

Officially opening on Feb. 17, Gucci Osteria da Massimo Bottura Beverly Hills is a continuation of the celebrated chef ‘s collaboration with Gucci, which began in 2018 with Gucci Osteria at the Gucci Garden in Florence, which has recently been awarded one Michelin star. 

Coming full circle with their first U.S. partnership, Bottura grew up in Modena, Italy (where he also owns his three-Michelin-star restaurant Osteria Francescana) with Gucci CEO Marco Bizzarri. The first female Mexican chef to receive a Michelin star and the chef de cuisine at Gucci Osteria da Massimo Bottura in Florence, Karime López, worked alongside Mattia Agazzi for Gucci Osteria Beverly Hills. 

The 50-seat patio will serve lunch and dinner seven days a week where lucky diners can view the City while basking in the sun at the outdoor bar and terrace amid Italian marble mosaic flooring and Gucci Décor from wallpaper, antique mirrors, red marble tables and wicker chairs reminiscent of the Florence location. Unique to L.A. are the herringbone wood floors and cherry red velvet banquettes. 

Further establishing our city as a place of culinary innovation, you will now be able to have chef Massimo’s famed tortellini with Parmigiano Reggiano cream and the legendary Emilia burger, without flying to Italy. 

https://www.gucci.com/us/en/store/osteria-bottura
Photos by Marc Patrick/BFA.com 

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The recently opened establishment is the brainchild of real estate developer and principal at The Runyon Group, David Fishbein, and his partner Joseph Miller. In fact, the duo is responsible for the entire existence of The Platform lifestyle and retail outlet, which has enhanced the credibility and renaissance of the area. Runyon is also behind The ROW in the ever-evolving Arts District downtown. 

“We opened and built The Platform over three years ago,” said Fishbein, who began this venture when he was just 24. Partners and clients include developer Rick Caruso (Palisades Village), and the upcoming One Culver, to name a few. 

“We have always just been real estate developers and always curated/had an editorial eye for all of this unique merchandise and how we merchandise the property and finding all of these unique concepts and brands from all over the world,” Fishbein told the Courier during an interview in his new store. 

“About a year ago we decided that we wanted to have a men’s store here [at the Platform] but we couldn’t find one that I was excited about. So, maybe we should just be crazy enough to get into the retail business ourselves?” he said. 

“We have never done this before. Joey and I were totally naïve about it and we were talking to some of the designers back in January who said, you know the fall [retail] buy is due next week?” 

But that didn’t detour the powerful creative duo, who launched into the project full time for about 10 months. They settled on a name that is fitting in the current climate of retail naysayers. 

“We wanted to bring that element of discovery back to the shopping experience,” said Fishbein, who originally hails from the Bay Area. “I was so sick of traveling all over the world and seeing the same shirts. It’s just so boring, so we wanted to use all of these relationships that we have built over the last decade.” 

An example of a relationship they have harnessed over the last year is Ay Cactus from Paris. “They have a cute little cactus shop and they plant them all in hand-painted jars,” explained Fishbein. “You can’t send the plants from Paris to L.A., so they made us a custom candle in little pots. We have been trying to get them to do a cactus pop-up here for years, but they are a tiny little store with only two people. This store gave us this framework to be able to work with these merchants that are much smaller that wanted to do something special. About one-third of the brands in here are exclusive to us in the U.S., you won’t find them anywhere else,” confirmed Fishbein. 

Another more well-known brand, Velvet, collaborated with the store on a limited-edition capsule collection. “We love their product but wanted a different fit, so we created a custom Optimist branded t-shirt that has been selling like crazy. They fit amazing,” he added. 

“Another big piece of the store is when we were looking at the state of retail, we were going into the Barney’s of the world and there was so much street wear. Everything had these huge graphic logos and we wanted to do something that was sophisticated and about style versus trend. There are no logos in the whole store. Everything is clean and modern. You won’t see anything categorized by brand in different sections. We wanted to create it so you could mix-n-match a $40 tee with a more expensive blazer or pair of jeans. It’s not just about shopping luxury or accessible but all about pairing things together,” said Fishbein. 

The design of the store, by Jeremiah Brent (partner of Nate Berkus), marries that sensibility well. “I was a huge fan of Jeremiah Brent for years,” said Fishbein. “I loved his design work but knew that he had a fashion background and worked with Rachel Zoe for a number of years before he got into interior design. He is perfect because he gets men’s wear and fashion but also has an incredible aesthetic for interior design. I literally cold e-mailed him out of the blue and said, ‘Hey, you don’t know who I am…” but I knew he had been to Platform a few times and knew the property.” 

Fishbein added, “I said we are doing this crazy men’s store and are you interested? He responded almost immediately and ended up designing the store. He was so excited to be a part of it and it was a fun collaboration where we were able to dream up this world. It feels like a living room, and we find our regulars like to hang out with us in our space.” 

According to Fishbein, “The whole concept of the store is that everything was shoppable so even the vintage pieces, the furniture, the accessories, everything is for sale. You can come in and be part of the lifestyle, have a drink from the bar cart and relax.” The appeal carries over to the female customers as well, since they can also pick up a beautiful blanket or other items for the home.

Jewelry at The Optimist is curated by Alan Bedwell, former accessories designer for Ralph Lauren who finds rare objects such as silver flasks and stop watches from all over the world. There are racks of sunglasses and an alcove with vintage watches. The watch collecting trend is not lost on Fishbein, who carries Connolly from the U.K. along with over 250 styles, including a range from the 1930s and 1940s. 

“We wanted to have staples like an amazing vintage Rolex, Breitling, and Omegas,” said Fishbein. “There is a brand called The Vulcan, which is not as well-known, but it has been worn by every President from Obama to Clinton. It’s still reasonable in price-point. So, we have something for the watch aficionado and something for someone who is just building a collection.” 

For those in search of a new wardrobe, the ample dressing rooms are dramatic spaces with a full stylist program. “My cousin, Julie Feingold, is a men’s stylist who worked with Harry Styles, and a bunch of actors. She has always been my fashion guru so when I decided to do the store, it was kind of a perfect partnership for us,” said Fishbein. “We traveled all over the world to hand pick these pieces. She is running a stylist program where she will put guys together from head to toe. She will also do home consultations.” 

The Optimist is already resonating with a wide audience. 

“Our customers like our edit of global brands that are curated and styled specifically for L.A.,” Fishbein explained while holding up a pair of cool slipper-type footwear. This is a shoe company that I found on my trip to Nantucket this year, that are all made out of vintage Turkish rugs. Each pair is totally one of a kind. Its a fun concept and super environmentally friendly.” 

He admits that many questioned the wisdom of going into retail at a time when Barneys was closing its west coast flagship and pioneers like Ron Robinson were shutting down brick and mortar locations. 

“People said the same thing when we bought this property. They said we will never be able to lease it or build it out. We were guys in our twenties with no experience. But we had a vison and believed in this,” said Fishbein. 

He added, “When everyone is leaving an industry and scared of it, it’s the best time to jump in. Guys are always going to be wearing clothes and there will always be up and coming designers who want an opportunity to be a part of a special space. Now we can touch our customers at Platform in a whole other way.” 

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Sounds like a simple plan for retail success, but the marketing genius behind this premier gift box was the brainchild of former freelance writer and Co-Founder Katie Rosen Kitchens, along with Co-CEOs Daniel and Michael Broukhim, back in 2010 that started with, of all things, an online magazine. 

Cut to over a million subscribers, 600 plus employees and a community that is thriving online and off. The company has evolved from a female-focused media company to a true lifestyle brand reaching women ages 13-85 and is one of the most successful start-ups in the past 10 years, valued at over $1B. But what exactly is behind this magical box that sells four times a year for less than $50, and how are they keeping audiences engaged almost a decade later? We decided to visit the vast FabFitFun headquarters in L.A. and speak with Kitchens to find out. 

Beverly Hills Courier: How did you first embark on your business model that combines your trifecta of content, commerce, and community? 

Katie Rosen Kitchens: We actually started about 10 years ago as a magazine. I was a freelance writer for magazines and newspapers before starting FFF with Mike and Dan. At the time media was ruled by glossy magazines who very much [dictated] what you were supposed to look like and as a Jewish-Puerto Rican girl from the valley, who didn’t necessarily fit that stereotype, we wanted to create something that was more like your best friend giving you tips and tricks for living your best life. 

We remained as a media brand for about 3 years but at the time media was having a rough go of it. There were newsletters and magazines that were shutting down every other day and we knew we wanted another revenue source. We really liked the idea of a subscription but at the time there were a few others in the sample space that were really popular. As an editor, I loved trying new things and getting packages in the mail, but I’m also incredibly cheap and didn’t want to pay for samples when you get them for free at a department store. It was also incredibly niche – a make-up, food or fashion box but nothing that was looking at women holistically. I truly believe that women are multi-faceted, smart beings with diverse interests and we were already a lifestyle media brand, so it made sense. 

Did you ever think that FFF would reach such a wide and diverse audience so quickly? 

We launched the boxes in the spring of 2013 and that was the birth of the business and a test but we sold out in 24 hours. That was a really good indication that women really responded to. 

I honestly thought we’d only sell a few and then move on down the list as we tried different things. We had established ourselves as an authority in beauty, fashion and fitness, so it wasn’t weird when we decided not to just write about them, but put them in your hands. It was a natural transgression from where we started and the key of the success is it’s always been more than just a box. My intention or passion was never just sending people stuff but bringing these stories to life. We are story tellers at heart and the experiences come after that. We do know [after tons of research] that trying new things is a direct correlation to happiness. Whether you’re trying a new lipstick that just makes you feel fabulous, or getting a DIY cooking kit within your box, these are hings for living a better, happier life. 

Since you launched FFF there have been other subscription boxes that have come into the marketplace. What still sets you apart as the premiere must-have product box? 

Imitation is the sincerest form of flattery. There are many other boxes but we see that women really get addicted to this model of subscription and they stay on with the ones that provide the most value overall. Hands down FFF drives the most value overall. 

The box is the premiere part of the membership but only one of the layers. When members sign-up they get a box each season but also a link to FFF TV: a video service free to all members with hundreds of videos on demand from working out, cooking content, make-up tutorials, etc. Brands are talking about community on our social media channels but we have built our own community behind a paywall. Like Reddit for women who are forming friendships. 

There are 8 annual flash sales per year, some in conjunction with the four seasonal boxes. Members can shop between 300 to 600 SKUs of inventory with amazing brands all priced better than anywhere online. 

What goes into the planning before a box launch and how do you pick the products? 

That has been an evolution from picking products as we never wanted to claim that we were customizing when we really weren’t. It’s quite a feat. We start with 2,000 products at the beginning of the season that the merchandising team has gone out and collected and from there we will start and whittle it down and start testing, marketing, editorial, and operations – do these products look good on different body types and skin types of women and are they as effective as we had hoped? 

From there it goes to the consumer inside team who will get a use for every potential brand. It’s a combination of awareness and likeability, as well as a forecasted rating for every single product. With that data, it goes back to the merchandising team to start creating a whole collection. It’s gone from the same 8 products that everybody gets but now there are about 25 different potential items that you can get in the box. 

Has there ever been a product that people keep asking to come back? 

100 percent. There are definitely those brands yet we always want to surprise and delight our members so that they are finding out about new items. We will bring back a past member favorite like Kate Somerville, paired with new up and coming niche brands that bring the surprise and delight at the same time. 

What about the men, do you have a box for them? 

FFF for men started about a year ago. We curated a box twice a year but it’s not a subscription and you must be a member to buy for your husband, father, brother, boyfriend, etc. It’s the same price point as the other box ($49.00 with a value of over 

$200.) It’s a fun way to tap into another audience and eventually, we believe this can be its own subscription. We wanted to see how our members would react but every box so far has sold out. 

The reality is that every piece of research shows that men are investing more and more into their own self-care. My own husband is the least metrosexual man from Georgia who barely knew what moisturizer was before we met but now knows what the good stuff is and slathers it all over his whole body. He realized that these things actually make you look good and feel better. 

How are you bringing “the box to life” for your customers? 

They have built their own community. There are in-person meet-ups and [people] are doing this all on their own. They go to lunch and trade products or take a box and have a cake made out of it. I love social media and it’s a really interesting connector of the world, but it’s also not the most realistic or authentic way of connecting. Because we are behind a paywall, and they have a shared bond of being members, they are really able to open up and engage. It gets harder to make friends when you get older but we are seeing that because they are sharing this bond, they are really able to make connections in the community and then see them through in real life. 

How are you identifying those groups? 

We identify those groups through customization. You can choose different products in your boxes like an eye shadow palette or an oversized scarf or you can be surprised, like the original [concept] our wonderful team of data scientists will choose for you based on your data profile. We are not just picking great products but We are not just picking great products but the location, age, and interests. What a sixteen-year-old in San Diego wants is not the same product that a sixty-five-year-old in Kansas City and we have both of them in our membership. 

At the heart of the company, we are a data science-driven company. We obviously have a great marketing team who do a ton of trend forecasting, but that marries with a wonderful consumer insight team who is constantly serving our members on what brands they like and want to try. That information is really merged with the merchandising tastes so that we have the best collection of products. 

Can you share any upcoming events or new activations? What about the FFF bus tours that recently took influencers and press to the Dry Bar and other select partners? 

We have our big annual winter event and seasonal launch parties. Our holiday party is always a big hit. We really believe in the experiential aspect so we will do our Summer House every June. We have influencer days, spa days and different treatments and showcase the box. Last year we did a wellness camp where you could build a box, have 

cocktails by the pool. We have boxing to photography classes. We are looking more at travel or experiential activations in the works and the FFF bus [that went on a tour of local partners] was certainly perfect for the press but could involve members in the future. 

A recent representative mentioned that “It’s all about experiential shopping now and people no longer want to just shop.” How are you reaching your subscribers outside the box? 

FabFitFun outside the box launched one and a half years ago. That was in addition to the glossy magazine which is a good place to highlight our founders and has a higher circulation than Vogue, just saying. Online we go into more in-depth stories and get more granular like how to use and wear the products. How to style, or go deep into ingredient stories, we know that is something that members really care about. That encourages who we are from the very beginning. 

Every season we release a fresh set of new videos across all of our categories. 

We wanted to delve further into our member’s interests so we launched our first Cooking Club last month. It has links back to cooking videos and our members are doing a 

ton of user-generated content to create their own videos with recipes. You will continue to see more clubs launch throughout next year. 

Marketimg strategies have gone from print to online to social media for reaching consumers. From online shopping to back in the stores. What do you think the next wave will be? 

It’s always going to be that combination of content, commerce, and community. When you have that trifecta, the results become really special. Connect to your membership or audience in order to continue to be a favorite – content is what they are coming back for, that and loyalty. 

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