Brits, with stars in their eyes
UK fashion brands are invading Los Angeles in search of famous clients
A wave of British fashion designers is descending on L.A. this month, both established names (like Burberry and Victoria Beckham) and up-and-comers (Peter Pilotto and David Koma).
Instead of the organized London Showrooms that had been bringing emerging talent here twice a year since 2011, subsidized by funds from the British government, designers this season are on their own for trunk shows, dinners and meet-and-greets with fashion stylists. The objective is the same: celebrity dressing — for Coachella, awards shows and beyond. The designers’ increased visibility is a sign of how much the British fashion scene has grown up and how crucial Hollywood is to building brand awareness.
In recent days, Stella McCartney, Marios Schwab and KTZ’s Marjan Pejoski have all been in town. Beckham and Burberry hosted events, and Jenny Packham held appointments at the Chateau Marmont. On Monday, Mary Katrantzou and MatchesFashion.com plan to have a dinner to launch the designer’s new A to Z tote bag collection, and at the end of the month, designer Christopher Kane and MyTheresa.com will host a dinner one night, and London-based fashion e-tailer Net-a-Porter will host one the next.
London’s focus on L.A. seems to be paying off, with British designers creating some of the most memorable red carpet fashion moments of the last few months, from Rosario Dawson in Roksanda Ilincic’s spring 2015 colorblocked Pembroke dress, to Emily Blunt in Peter Pilotto’s spring 2015 embroidered black sheath.
Body-conscious, graphic, colorful, the Brits have L.A. spring style down.