California Apparel News

At Sunset Plaza, long considered a hangout for film industry execs, la dolce vita lingers from the chichi sidewalk cafes to the exclusive boutiques.

But the parade of beautiful bodies and shops selling the latest from designers such as Dolce & Gabbana and Hugo Boss is only part of the picture. Sunset Plaza is one of the oldest retail stories in Los Angeles.

Since the 1920s, Angelenos have shopped at the high-end boutiques of Sunset Plaza, and since the center’s first day of business, the Montgomery family has been handling the affairs of these eight acres on Sunset Boulevard.

For the past 40 years, Sunset Plaza has concentrated on women’s boutiques and high fashion. Keeping that mix fresh is a preoccupation, said Francis S. Montgomery II, president of family business Montgomery Management Co.

“It’s a gamble,” Montgomery said. “We’re very careful to find people who have existing business.”

But Sunset Plaza retailers never look like they are sweating to keep up appearances. The pace is casual. Monthly leases for this landmark area are $7 per square foot (single net, meaning tenants also must pay real estate taxes) on the south side of the street and $5 on the north side, according to Montgomery.

Migraine-inducing stresses such as parking don’t worry shoppers here. Sunset Plaza offers about 640 spaces of free parking adjacent to the shops.

“It’s a laid-back version of Rodeo Drive,” said Karen Zambros, manager of Tracey Ross. “People hang out at The Coffee Bean [& Tea Leaf]. They sit and watch people.”

But when they venture into the shops, they always expect clothes with a unique touch, Zambros said.

At Tracey Ross’ elegant, but rock ’n’ roll–inspired 1,600-squarefoot space, hot styles include a lowwaisted olive men’s trouser by New York–based Raven ($185) and denim by Toronto-based Twins Range that features intricately embroidered back pockets ($455). A turquoise dress by Los Angeles–based Twelfth Street by Cynthia Vincent ($305) and Zambros’ halter dresses with vintage fabric ($425) are also popular. Ross’ gunmetal-gray motorcycle boots cost $785.

On Sunset is one of the plaza’s newest tenants. Veteran retailer Shauna Stein and her partner, Lauralee Bell, moved their store earlier this year from Beverly Boulevard (where the shop had been called On Beverly). The retailers focus on designers such as Roberto Cavalli and Jean Paul Gaultier, but new designer lines—such as Korean sensation Y & Kei, which offers an asymmetrical jacket with a bow collar ($1,120)—are also top sellers.

Long silk jackets are in vogue at this store. Cavalli’s long green chiffon jacket ($4,030) reaches the knee and features deconstructed edges. Australian label Trelise Cooper makes a long jacket with a yellow velvet print material ($1,400). Also popular is a Chanel-style skirt suit by Italian manufacturer Blumarine that has mink trim and brass brocade inlay ($2,500).

Dramatic style is all the rage at Undercover, located across the street from Tracey Ross in the Sunset Millennium shopping center. Bestsellers include bustiers and bustier dresses by Paris-based Cinema ($1,495 to $1,695) and bolero-cut angora sweaters by Italy’s Twin Set by Simona Barbieri ($198).

Also popular are stretch-cotton pin-striped trousers in a low-rise, boot-cut silhouette by Los Angeles–based Frankie B. ($158) and elegant silk sateen dresses by Brazilian designer Fause Haten ($560).

European designers are the center of attention at Laura Urbinati. The swimwear and lingerie manufactured by Laura Urbinati of Milan are among the store’s main offerings, but designs by Martin Margiela are also a preoccupation. The line’s art-driven clothes—such as a gray pin-striped deconstructed blazer ($1,111) and tops with photo prints of upholstery fabrics ($370)—are top sellers.

In addition, T-shirts by Jim Morrison— the New York–based manufacturer, not the rock singer—are favorites. They come emblazoned with cheeky slogans such as “Jesus Hates Your S.U.V.” and cost $49.

Sunset Plaza gives equal time to men’s clothing. Scott & Co has been selling tailored suits from labels such as Gianluca Isaia of Naples, Italy, for four years. Suits and jackets by Etro are popular and cost $1,095 per jacket and from $1,200 to $1,400 per suit.

Owner Scott Hill said his customers also appreciate casual dressing. The store’s bestsellers include pants from Los Angeles–based premium denim line Agave ($145 to $185) and simple chino-style pants from Italian-line Mason’s ($200).