Dior, Louis Vuitton, Céline…these French luxury houses that parade in Los Angeles – Frenchly Morning US

After Saint Laurent in 2019, Louis Vuitton in 2016 and in San Diego last May, then Dior in the Venice district in June, it is the French house Céline, led by its creative director Hedi Slimane, which will parade on Thursday December 8 at the Wiltern Theater in Los Angeles. A half-surprise when you know the designer’s love for the City of Angels, which he made his main residence in 2008, the very place where he transferred the Saint Laurent studio when he took over as artistic director in 2012.

A growing enthusiasm for French luxury in California which, in addition to the influence of streetwear and the perfect Californian weather for an open-air fashion show, is primarily explained by the good shape of the country’s luxury market. While China seems to be at a standstill since the emergence of Covid 19, and the European economy is faltering due, in part, to the Ukrainian and Russian conflict, the United States is indeed appearing as the leading market in the global luxury sector with 78 billion dollars, in a global market estimated at 283 billion dollars.

The attractiveness of California

According to the latest study by the international consulting firm Bain & Company published on November 15, while New York retains leadership in this luxury sector with around 23 billion euros, California is following closely and today represents 25 to 30% of the American luxury market, a Californian attraction where Los Angeles would take the lion’s share. In third position, the Miami region would be growing strongly.

A sign of the good health of French luxury houses in Los Angeles, the city has seen a proliferation of luxury boutiques in recent months, such as Louis Vuitton, which opened its largest store dedicated to men in the United States last July. United on Rodeo Drive, and followed with a second opening at the South Coast Plaza mall, while the Hermès house – whose sales in 2022 increased by +44% – organized its HermèsFit pop-up. Other projects are about to come out of the water, such as Dior and its project for a 3-storey complex on Rodeo Drive, with restaurant and shops, Chanel and its brand new complex of shops and spaces of events planned for the end of the year, or Cartier, which should inaugurate its new flagship next year. So many news that make the organization of parades almost obvious.

A love story between LA and fashion

New hub of luxury fashion, the recent attractiveness of Los Angeles is also related to the history of Hollywood and red carpets, the dynamism of film and television culture, the large number of events at the Like the Oscars or the Grammy Awards, so many elements that favor the presence of celebrities and brand muses, whose striking power on social networks obviously has an impact on the sales of luxury products.

Finally, beyond the French luxury brands, other houses, such as Ralph Lauren last September, and soon the Italian house Versace, whose show is scheduled for next March, have also the show bet in Los Angeles. ” For me, Hollywood is both a destination and a state of mind. It’s all here, a story of storytelling and magic, power and vulnerability, creativity and emotions “, spoke a few days ago Donatella Versace, the creative director of Versace. The love story between Los Angeles and fashion is not about to end…