Never has Los Angeles attracted so many tribes and entrepreneurs from the fashion world as in recent years. In addition to traditional Los Angeles awards seasons, recent years have seen spectacular shows and private parties hosted by every luxury house, from Dior to Yves Saint Laurent, Chaumet, Chanel, Miu-Miu, Versace and more. recently, Balenciaga.
In early December, the entire Balenciaga team, led by Demna, arrived in Los Angeles for the house's fall 2024 show. Although the show was held in Hancock Park, the entire crew stayed in West Hollywood. Some of them chose the Sunset Tower, where a VIP cocktail was held, while others chose Hotel 1, just a few minutes away. A trendy eco-friendly hotel, full of plants, organic juices and a little more affordable. “Two addresses chosen for their proximity to the Balenciaga boutiques in Beverly Hills and Whisky-a-gogo, the name of the Sunset Strip bar and concert hall privatized for the Balenciaga after-show,” explained the luxury brand's team. .
Last year, Kim Jones, Dior's creative director for men's collections, chose Château Marmont in West Hollywood to host the Dior show. For the occasion, most of the staff stayed at Shutters on the Beach in Santa Monica. A beachfront hotel with a very Ralph Lauren feel. Hermès teams also booked rooms at Château Marmont during the HermèsFit event in Hollywood in 2022, while some of them stayed at the newly renovated Fairmont Century Plaza in Century City.
Another popular hotel in the fashion world is the Sunset Tower Hotel. It has long been the temporary home of fashion editors and all fashion houses, including companies like Louis Vuitton. It's also where the Mytheresa team enjoyed the legendary evening with Loewe at the Sheats-Goldstein residence. Last but not least, Beverly Hills is always a favorite of the fashion industry, known for the Beverly Hills Hotel and the Bel Air, two hotels in the Dorchester Collection Group. It was here that Chanel hosted some of her guests and fashion editors for the 2022 show.
“Château Marmont, Sunset Tower Hotel and Beverly Hills Hotel represent the main trio of fashion industry destinations in Los Angeles,” confirms Jonathan Frydman, communications consultant in Los Angeles and former collaborator of Karla Otto and relationship agencies. Purple public. “In fact, no matter how controversial and boycotted Château Marmont or the Beverly Hills Hotel have become, the world continues to flock.”
With the opening of LA awards season and art festivals like Frieze LA and Felix Art Fair, other hotels are also standing out. “In addition to the well-known trio, The West Hollywood Edition is a perfect hotel for parties such as the Jean Paul Gaultier happened on The Edition,” adds Frydman. “It's also become the go-to spot for all the celebrity stylists, who book suites there, like Tara Swennen, who dresses Kristen Stewart.”
Another hotel preferred by celebrities and fashion influencers who go to lunch at the San Vicente Bungalows is its sister property, Hotel 850 SVB. An ultra-confidential address located right across the street. “The Pendry Hotel is also another address to consider, and Louis Vuitton even booked the San Diego Pendry Hotel for its Cruise 2023 collection show,” adds Frydman. “In Santa Monica, where the Frieze festival attracts the fashion and art sphere, the Proper Hotel and the Georgian Hotel are other popular addresses. Finally, the Maybourne in Beverly Hills, where the Caruso Group attends, and the Sunset Marquis are good places to have lunch, have a drink and even negotiate a contract…”
A new event in Los Angeles, Los Angeles Fashion Week, relaunched a year ago by N4WT Events, attracted designers, press and influencers to the Hollywood neighborhood. “For these types of events, other hotels are in demand, more accessible in terms of budget and perfectly adapted to less luxurious brands and their teams,” continues Frydman. “Look at the Thompson Hotel, the Tommy Hotel and the Mama Shelter: They've all attracted a posh clientele. And the same goes for the Roosevelt Hotel.”
As for restaurants frequented by the fashion world, Los Angeles also has its favorites. Open since mid-January, Cipriani, the sister restaurant of the legendary New York restaurant, is already one of the most reserved places in Beverly-Hills. All of the city's most famous icons even made an appearance at the opening, including Joan Collins, Leonardo di Caprio and his girlfriend Vittoria Ceretti, and actress Ashley Benson, and unless you know a friend of a friend, it's nearly impossible to make reservations .
“Los Angeles now has a number of institutions frequented by the entire fashion and art community,” explains Eva Nineuil, creative director and former creative director of Proper Hotels. “Horses is one of the most sought-after addresses, and even with the media controversy surrounding the separation of the chef couple, the world loves to return. The Château Marmont restaurant is a must-visit, and Chanel and Saint Laurent regularly host private dinners in their suites. Other addresses that make people talk are San Vicente Bungalows; Gucci Osteria; The Nice Guy, designed by Alexander May, founder of Sized; Mr T., which attracts a large community of fashion, music, rap and hip-hop; Funke in Beverly Hills; Capri Club on the East Side; Rossoblu in the Arts District and the indestructible Nobu in Malibu.”
Particularly popular among the fashion industry is Flamingo Estate, the property and brand founded by entrepreneur Richard Christiansen. “It was in the gardens of his estate in East Los Angeles that Jacquemus' dinner was held in 2023,” explains Eva Nineuil. “The party was organized by the culinary collective We Are Ona.”
“The fabulous events are attended by the most influential personalities, including Kelly Wearstler. Flamingo has also partnered with Mytheresa to create an event in Highland Park around a 1,500 square foot house decorated with candy, recreating the interior rooms of the Flamingo Estate. “He also hosts multiple parties with the luxury e-commerce platform. To attend these parties, it is best to be well connected to the world of art and fashion,” she adds.
In the coming months, other addresses will be added to the fashion list. Among them, the long-awaited Café Dior, which will open its doors on Rodeo Drive, with a famous chef at the helm.
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