The brand's creative director, Paul Surridge, a 38-year-old whose CV includes stints at Calvin Klein, Burberry and
"For me, L.A. is all about the lifestyle," Surridge said. "We already have a very established wear-to-work business, and this is part of expanding [the perception of] Z Zegna into a complete wardrobe, so it makes sense since Los Angeles is this really cool place that feels very contemporary and fashion-forward. You've got the [entertainment] industry, the stylists. If we can make this work and make this hot, I think [further] retail rollout will be easier."
FOR THE RECORD:
Z Zegna: A March 10 article about Z Zegna's new Beverly Center store said parent company Ermenegildo Zegna is 113 years old. The company is 103 years old. —
There are six other standalone Z Zegna boutiques — one in
The new space will showcase the full range of Z Zegna offerings — including tailored clothing, sportswear, small leather goods, footwear, accessories and fragrances — in a way a multi-brand department store cannot.
Although the Z Zegna collection is offered at slightly more wallet-friendly prices than at the flagship label, don't expect the Italian luxury to come cheap. A polo shirt will run you $225, for example; a dress shirt $195. A fashion-forward raincoat can clock in at $1,195, and a navy blue, wool, two-button suit will run you $1,295 (by comparison, a basic Ermenegildo Zegna suit starts at $2,395).
The store is stocked with Z Zegna's spring-summer 2013 collection, the second under Surridge's direction and one that serves as a perfect introduction to the L.A. environment. The offerings incorporate silhouettes vaguely inspired by '60s-era leisure wear, a lightweight feel and a warm-weather color palette of white, khaki and a range of cool blue hues from dark navy suits to knit sweaters in a shade of nearly neon turquoise that feels like Southern California sunlight filtered through a Hollywood Hills pool.
Z Zegna at the Beverly Center, 8500 Beverly Blvd., Los Angeles, (310) 855-9619.