By  on May 17, 2006

LOS ANGELES — Nony Tochterman, the designer behind the playful Southern California fashion label Petro Zillia, will open her first store on Third Street here in July.

House of Petro Zillia, a freestanding boutique with an estimated 1,400 square feet of retail space, will sell the Petro Zillia line, known for its bold prints and punchy colors, in addition to Tochterman's "favorite furniture, home and office accessories," she said. A small collection of children's apparel is also in the works.

"It's going to be a lifestyle store," said Tochterman, who will also carry outside accessories and lingerie lines that "complement the clothes" — including handbags and jewelry from Noir, Laura Rosnovsky handbags and shoes by Pan Tulipani.

Though Tochterman won't debut Petro Zillia's fall line until the store has been open a few weeks, prices from her spring collection range from $128 for a printed tank top to $462 for a short-sleeve blazer with a bow tie.

The selling space will be divided into three theme rooms — one with a "midcentury feel," a second with "neo-romantic" leanings and a third that takes inspiration from the Seventies with "psychedelic colors, shaggy rugs and crazy furniture," she said.

A separate space will serve as the new design showroom for Petro Zillia. Tochterman will close her current showroom in Van Nuys, Calif.

"We also have this great backyard garden that's maybe 500 square feet, where people can have a glass of champagne, hang out and talk fashion," Tochterman said.

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