Burberry is the latest luxury brand to commit to Rodeo Drive.
Pursuing its strategy of developing large flagships in key cities around the world, London-based Burberry has signed a lease for 301 North Rodeo Drive. The Beverly Hills flagship is scheduled to open late next year, when Burberry plans to close its nearby location at 9560 Wilshire Boulevard.
Burberry’s Rodeo Drive store will follow the concept spearheaded by chief creative officer Christopher Bailey called “Burberry World Live,” which the brand inaugurated last year with its 44,000-square-foot flagship on Regent Street in London that integrated digital initiatives into the brick-and-mortar experience. That store has some 500 speakers and 100 screens.
The upcoming Rodeo Drive store will feature in-store technology transmitting Burberry’s live events around the globe, client service applications that enable real-time access to customer profiles and product information and so-called smart personalization offering custom-made coats and bags with engraved nameplates that unlock videos showing the production process, including sketches and runway edits. Customers can order the personalized products, which are delivered within nine weeks, after a runway show for next season’s collection, affording them the opportunity to buy something from that collection before it hits stores.
Activity has recently spiked on Rodeo Drive. Burberry is not the only new entrant to the 300 block of the coveted retail thoroughfare, as Celine and Tory Burch are also setting up shop there. Ermenegildo Zegna, which currently occupies the space Burberry will take over, isn’t leaving the block. It is moving in June or July to 337 North Rodeo Drive, where Brioni was housed until it relocated last year to 459 North Rodeo Drive.
Burberry chief executive officer Angela Ahrendts has stated the brand’s aim is to create “Londons around the world” by putting high-profile stores in cities with strong local and tourist luxury shopping traffic. In addition to the Regent Street flagship in London last year, the brand opened a 25,000-square-foot store in Chicago, a 14,800-square-foot store in Taipei, Taiwan, and a roughly 22,000-square-foot store in Hong Kong.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast