Fashion brands increasingly heading for LA
Many fashion brands are leaving behind the Big Apple for the West Coast. A handful of big-name designers, including Tommy Hilfiger, Rebecca Minkoff, Saint Laurent, and Tom Ford, have opted to show in Los Angeles over their usual locales.
Beginning in 2015 when Tom Ford moved is Fall/Winter 2015 show to Los Angeles, the move was understandable considering the Tom Ford label holds close ties to the movie industry. Last February, Saint Laurent moved both its runway show and its staff out to Los Angeles for one of the final shows under the direction of Hedi Slimane.
This season, designer Rachel Comey will be moving her New York-based brand to the West Coast for her upcoming runway show on February 7th in an effort to connect with more clients in Los Angeles. Rebecca Minkoff will be showing at the Grove on February 4th, showing her see-now-buy-now Spring/Summer 2017 collection that will be available in stores across the country immediately following the presentation. Minkoff, in the spirit of appealing to the consumer with the see-now-buy-now structure, will be inviting brand connoisseurs to the show instead of just the typical fashion flock.
Tommy Hilfiger will present a collection in Venice Beach in February, as will Rachel Zoe, with the latter opting for an intimate presentation format. Even Dior, under the leadership of Maria Grazia Chiuri, will be moving its cruise show out to Los Angeles for a May 11th event.
Even editorial platforms are heading westward - online magazine Fashionista has opted to open an office in Los Angeles to capitalize on the growing number of designers situated out on the East Coast. Emerging designer-focused editorial and e-commerce platform Not Just A Label expanded its American roots by launching a flagship initiative in Los Angeles in November, looking to align itself with the strong manufacturing industry in the area.
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