Pieces from the JAxDL collection, boasting four-way stretch, hung throughout the Revolve Social Club as a steady stream of stars filtered through its doors fronting Melrose Avenue.
“Revolve is one of our favorite partners and they have this sick Revolve house,” said DL1961 creative director Sarah Ahmed. “[They feel] like family and it’s where the collection launched the fullest.”
Lobster rolls, mini grilled cheese sandwiches and other small bites made their way around the guests with a bar and rooftop hangout on the upper floor of the space, which by day doubles as an invite-only place to shop for Revolve VIPs. The guest list counted Reese Witherspoon, Jamie Chung, Rachel Zoe, Kelly Sawyer, Sara Foster, Jaime King, Jhene Aiko, Jasmine Sanders, Olivia Culpo and Chanel Iman.
The party marked DL1961’s first event on the West Coast as the denim house seeks to plant a larger stake in the region.
“It’s where things are at,” Ahmed said. “I think the fashion scene here is really exciting and developing rapidly. So having a bi-coastal presence, especially for denim, is necessary.”
Enlisting Alba has certainly helped raise the brand’s profile and additional collaborations aren’t being ruled out, according to Ahmed.
“This is the year of Jessica. She’s everywhere. She’s on a plane one minute and [with] her beautiful family the next or at her company, and I think we really hit it off,” she said. “Let’s see what happens. You never know.”
For Alba’s part, the collaboration, served as an education in denim production.
“I had no idea how important it is to make sure that you create fits that work well on so many different body types since people have so many different needs,” she said. “At the end of the day everybody wants to look good in their jeans and to feel comfortable. How do you get the comfort and the fit, and it holds in you in the right places, but not cut off your circulation and also not expand throughout the day? So with all of these interesting challenges, I guess you could say, I was excited to take it on.”
The 18-piece collaboration collection for fall followed the spring launch and includes a variety of skinny, moto, flare and drop-crotch style jeans, along with a denim jumpsuit. Although Alba had fun designing the collections with DL, having her own denim line is not in the cards.
“I’m pretty busy,” Alba said.
She pointed to the Honest Beauty business, which she said has been doing well, with holiday kits now launching. She’s also set to do beauty takeovers at select Ulta beauty stores, where she’ll be performing makeovers on surprise guests. The first is in Dallas, with another on the books for Long Island in addition to a few more events.
“I love to have that genuine interaction and really get feedback from customers on how it makes them feel and how they like it,” Alba said. “We’re going to post everything on Facebook Live, which is a great place I think to reach people and talk authentically about the brand.”
The actress and businesswoman did a Facebook Live earlier in the day with blogger Marianna Hewitt, marking Hewitt’s first time using the social media company’s real-time broadcast.
“It was really stressful,” Alba said of the experience, “because you do these Facebook Lives and you’re usually doing something else. You’re not actually applying makeup on someone, so if I screwed up, everyone was going to see. But luckily it turned out pretty good.”