Will Celine's New Beverly Hills store mark fashion’s move to L.A.?

In early March, Celine opened its doors to a new flagship in Beverly Hills on the famed Rodeo Drive. Though this is not the LVMH-owned brand’s first time in the upscale neighborhood, the new location is among the first to feature a new architectural concept designed by creative director Hedi Slimane.

Over the past few seasons, Los Angeles has gained a new level of staying power among the fashion industry. While at Saint Laurent, Slimane not only moved the brand’s headquarters to the city, but also presented the fashion house’s Fall 2016 collection in the west coast entertainment hub. Not long after, Dior’s Cruise 2018 presentation against the backdrop of the Santa Monica mountains. Most recently, designers Kate and Laura Mulleavy returned to their hometown of Pasadena for Rodarte’s Fall 2019 collection at the Huntington Library and Gardens. Up until then, the idea of Los Angeles as a central point for the industry, in comparison to New York, seemed farfetched or, at the very least, as a place for destination runway shows and presentations.

Though the city is still gaining traction as a powerhouse of labels big and small, it’s becoming more and more appealing as an option for designers. Between the red carpet opportunities within the entertainment industry, the diverse range of styles the city has to offer (L.A. is home to a number of high-end streetwear and resort lifestyle brands as well as elevated, minimalist labels), it’s only a matter of time before the possibility of a shift to west coast.

Celine’s latest addition to Rodeo Drive, which brings Slimane’s specific touch with it, might just mark the beginning of a new era in fashion where designers create their second homes, or uproot their headquarters to relocate, to California.