How California’s epicenter is galvanizing Gucci, Tom Ford, Burberry, and Tommy Hilfiger to expand west.
By Lizzy Zarrello.
L.A. has perfected its own version of the fashion show, with star-studded Hollywood red carpet events. However, now more than ever, designers have been embracing the City of Angels as a possible fifth fashion capital. Creative Director of Gucci, Alessandro Michele, has just announced that the brand’s upcoming collection will premiere in L.A. on November 2nd. Although Gucci expected to host their Cruise 2021 Show in San Francisco, due to COVID-19, the show was canceled. However, “Gucci Love Parade” will be making its West Coast debut in front of the TCL Chinese Theatre on Hollywood Boulevard.
Although this will be a first for Gucci, over the past several years, many designers have expanded into the budding fashion hub. One of the first major fashion houses to host a show in the city was Burberry. The brand showcased its Fall 2015 collection alongside L.A. exclusive pieces to its “London in Los Angeles” event at the Griffith Observatory. Celebrities like the Beckhams, Anna Wintour, Kate Beckinsale, Cara Delevingne, and Naomi Campbell came to watch the show, which celebrated the brand’s British heritage married with Cali’s easygoing atmosphere. Two years later, Paris-based fashion house Hermes held its men’s spring 2017 fashion show in L.A. Likewise, Tommy Hilfiger and Gigi Hadid’s showcased their capsule collection on the Venice Beach Boardwalk. Not to mention, More recently, Tom Ford held its Fall 2020 show in Los Angeles. Although the clothing was designed to embody the effortless glamour of Hollywood, the most L.A aspect of the show was the A-Lister guests; with celebrities like Miley Cyrus, Lil Nas X, Ciara, and Jennifer Lopez perched in the front row. Los Angeles, of course, holds its own fashion week, but not one that garnered as much attention from designers or guests as the ‘big four.’
L.A.’s celebrity culture, award show red carpets, reality T.V., and influencers on every corner bring more exposure for these major designers. In recent years, celebrities have taken on a larger role in the fashion realm, hiring stylists and partnering with brands for campaigns and #ads. With COVID-19 putting a hold on traveling, these celebrities cannot fly to Paris Fashion Week events but are happy to travel a few streets away for a fashion show. It’s evident these large fashion houses are expanding to the West Coast with no intention of stopping anytime soon; who knows, in time, La-La Land may become synonymous with the “Big Four.”