Los Angeles, the fifth fashion city?

Another December, another fashion month? In the course of two weeks, Dior Men will be shown in Cairo, Chanel in Dakar and both Armani Neve and Pucci in St. Moritz. But while far-flung locales are par for the course when it comes to destination fashion shows—customers spending six figures a year practically demand to be taken halfway around the globe—there’s one destination they keep returning to time and time again.

This year alone, Louis Vuitton, Ralph Lauren, Dior Men and Alexander Wang have all staged shows in Southern California – primarily in Los Angeles, the center of the entertainment industry, whose red carpet culture is an increasingly important marketing tool for fashion brands. The city is also a home base for many fashion-industry-adjacent creatives, who consult for the likes of Celine or Tom Ford, or one of dozens of mass-market companies based here, including SKIMS and GOAT. Celine’s Hedi Slimane set up a studio here when he designed Saint Laurent.

Slimane, who started with Celine almost five years ago, has shown in Los Angeles before. But even he could not resist its perennial allure. On Thursday, he’ll be back to unveil Celine’s fall 2023 women’s collection, months ahead of rivals, at the Wiltern, a live music venue housed in an Art Deco landmark on the corner of Wilshire Boulevard and Western Avenue, a grimy but fast-developing place. , area of ​​the city. (The still-under-wraps show and musical performances will mark the first time Celine has welcomed a live audience to see a womenswear collection since before the pandemic.) Showing in LA is a no-brainer this time of year, especially when stylists is gearing up for awards season, which kicks off Jan. 10 with the Golden Globes’ controversial return to prime-time television after entertainment industry publicists boycotted the event. Even luxury casual brands like Brunello Cuccinelli are getting serious about celebrity dressing. (The purveyor of Italian cashmere puffs is hosting a cocktail party before the Celine show on Thursday to introduce editors and stylists to its latest formal wear collection.)

LA makes it easy to do something memorable. There are many architecturally significant, made for social media, and a built-in audience of high profile clients, celebrities and image makers. (Gucci, for example, got rave reviews when it turned the Hollywood Walk of Fame into a runway—and tons of press coverage for the casting of child star Macaulay Culkin.) It’s also a place people never seem to tire of visiting. For the ever-shrinking, but still existing, cadre of editors flown out to attend such events, LA is an attractive proposition because they can often tackle unrelated work. And of course, the US market remains a big priority for luxury brands, even if spending is slowing.

All the terribly practical reasons for putting on a show in LA can make it harder to drum up excitement on the road: the industry depends on novelty. But for now, LA remains a California dream for fashion brands.

What else to watch this week

Monday

Fashion awards

Eurozone reports retail sales for October

Tuesday

Chanel show in Dakar

Stitch Fix, Signet Jewelers report quarterly results

Wednesday

COP15, the UN summit on biodiversity, starts in Montreal

Eurozone reports Q3 GDP

Thursday

Celine show in LA

Lululemon revenue

The Pucci St. Moritz “Experience” begins

The Week Ahead wants to hear from you! Send tips, suggestions, complaints and compliments to brian.baskin@businessoffashion.com.

Leave a Reply

Your email address will not be published. Required fields are marked *