Avenues Picks Up Stella and Halston
The low-profile Avenues of Art & Design shopping district in West Hollywood has just attracted high-profile tenants Stella McCartney, designer and daughter of ex-Beatle Paul McCartney, and the American fashion house of Halston.
McCartney, who opened her first boutique in the meat-packing district of Manhattan last September, will bow her second location, at 8823 Beverly Blvd. this summer, according to Alexander Stettinski, executive director of the Avenues. The 3,000-square-foot location will occupy the former Wallach Antiques store and feature her namesake label and accessories. Backed by Gucci Group since 2001, McCartney, known for her soft drapey looks balanced with masculine tailoring, was the chief designer for Chloe and served a stint at Christian Lacroix when she was 15.
“We’re so thrilled to get this notoriety in the district,” Stettinski said. “[McCartney] didn’t want posh polish— she wanted something edgy yet upscale.”
Executives at Stella McCartney declined to comment on the new store.
Bradley Bayou, recently named head designer of Halston, also has a boutique at 517 N. Robertson Blvd. and a nearby design studio where he will produce the Halston line next fall.
Those familiar with West Hollywood usually affiliate it with the Sunset Strip and its nightlife or Santa Monica Boulevard and its lifestyle stores. Meanwhile, the Avenues, whose customers have an average household income of $230,000, has flown below the radar and that’s how officials want it.
“We want certain types of stores here— we try to avoid big chains to keep the area eclectic and we don’t see a lot of mass tourism which attracts high-end consumers,” he said.
Formed in 1996, the Avenues is a business improvement district comprised of 300 businesses, including high-end interior design, art and antique stores as well as boutiques and restaurants. The merchants came together to brand the community, which includes Melrose Avenue, Beverly Boulevard and a portion of Robertson Boulevard all bounded by La Cienega Boulevard and Doheny Drive.
The new arrivals join designer John Vervatos, who opened his second location, on Melrose Avenue, two months ago as well as long-time tenants Morton’s of Chicago and Maxfield.
On Beverly Boulevard owner Shauna Stein said she moved from her Beverly Center mall location three years ago to the Avenues for a change and hasn’t regretted it.
“The whole idea of networking with merchants who have a similar clientele and similar taste level is very helpful,” Stein said. —Nola Sarkisian-Miller
