Forever 21, the Los Angeles-based retailer famous for selling runway-ready looks for less than the cost of lunch at La Scala, will debut its first-ever designer collaboration on Friday — with local designer Nony Tochterman of Petro Zillia.
The 11-piece collection includes cardigans, knit and denim hot pants, bandeau tops, mini-dresses and over-the-knee socks — all in the famously pink-haired designer's beloved stripes and bright colors.
Standout looks include a hot pink sweater with embroidery detailing and tiered, ruffled short sleeves; a black V-neck cardigan with red and hot pink trim; and a striped tube dress with spaghetti straps (strictly for the very young, of course).
Prices range from $11.80 for a rainbow bandeau top to $29.80 for a jewel-toned V-neck mini-dress.
Tochterman, who also owns the House of Petro Zillia boutique on 3rd Street, said the company called her for an initial meeting and plans quickly clicked into place. "I knew they weren't afraid of color or of doing fashion-forward stuff. So I thought, 'This is great. I can go wild.' I have a tendency to be a little too colorful, and sometimes I look at my designs and say, 'OK, this is too young.' So it was fun to say, 'Hmm, this looks too mature — I need to make it young.'"
Linda Chang, senior marketing manager for Forever 21, noted that the line "has this energy about it that I think the Forever 21 customer will really relate to. It's very bright and young and fun. But you can definitely tell" it's Tochterman.
The company decided to delve into designer collaborations because "we always want to offer new and exciting things," Chang said. "Collaboration seemed like the next step for us, and our own twist on it is to start with L.A. designers."
The second collaboration — which will be geared to a slightly more sophisticated customer — will be with L.A.'s Rory Beca, set to launch March 4.
Cast of Vices shop-in-shop: Cast of Vices, an accessories brand steeped in social commentary (think sterling silver cigarette butts or a gold pendant inscribed "Vicodin") has opened a shop-in-shop at the Santa Monica Museum of Art's retail boutique, Gracie. The shop — which will be open through April 16 — stocks the brand's new fall/winter 2011 collection, featuring leather embossed bags, bracelets and gold and silver jewelry.
Gracie at the Santa Monica Museum of Art, Bergamot Station, Suite G1, 2525 Michigan Ave., Santa Monica. (310) 586-6488. 11 a.m. to 6 p.m. Tuesday through Saturday.
Nail Garden: Full-service nail spa the Nail Garden, which counts Renée Zellweger and Dakota Fanning among its patrons, has just opened its newest location, in Brentwood. The 2,000-square-foot outpost specializes in nails, gels and waxing and boasts a beverage bar and heated massage chairs for manicures and pedicures.
Brentwood Garden Plaza, 11677 San Vicente Blvd., Los Angeles. (310) 979-0808. 9 a.m. to 8 p.m. Monday through Saturday; 10 a.m. to 7 p.m. Sunday.
Christos Bridal trunk show Thursday through Saturday: Christos, the venerated bridal brand now owned by Amsale, hosts a three-day bridal trunk show at the Bridal Salon at Saks Fifth Avenue. Expect über-romantic dresses featuring classic silhouettes.
Saks Fifth Avenue, 9634 Wilshire Blvd., Beverly Hills. By appointment only. For information or to schedule an appointment, call (310) 887-5509.
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