California Apparel News

Buyers looking for contemporary lines at the California Market Center in Los Angeles usually shop on the center’s fifth floor, but lately they’ve been adding a special trip to the third floor of the “B” building.

That corner of the 1-million-square- foot wholesale mart has become a more important resource for contemporary clothing as a host of new lines have joined 3B. It got started a couple of years ago when Mac & Jac/Kenzie opened a corporate showroom. Recently, Linda Loudermilk announced that it will be represented by Salt & Pepper Sales in suite B329. The same showroom also added Tereza Santos, a contemporary line produced out of Brazil.

In addition, Raison D’etre, a growing Los Angeles collection of linen sportswear, has joined Sharon Koshet Sales in B335. Koshet also picked up Kirsten Jade, an eveningwear line that has become popular with several celebrities.

Showroom managers said the recently redesigned section of the CMC featuring large showrooms with big glass walls and coordinated hospitality events have made the area more conducive for more contemporary wear. In addition, trends have been thinning the lines between the updated and contemporary categories, making the transition easier.

“We’ve been trying to find the right combination that works and keeps the momentum going,” said Alexia Maroum, Linda Loudermilk’s public relations and events manager, explaining why the company chose 3B for its first West Coast showroom.

Salt & Pepper will sell all three divisions of Loudermilk including the Softermilk spa line, Linda Loudermilk Luxury Eco Collection and the new Loudermilk Jeans line. The company is known for using sustainable fabrics like bamboo. The company’s new denim line features seven sustainable fabrics including Ingeo, a synthetic, renewable material based on corn silks. Loudermilk also uses an ozone-wash process, which is less harmful on the environment and on the garments. Price points range from $60 on up.

Tereza Santos features a collection of about 100 styles of fashion-driven, lightweight knit tops in tricot and other fabrics. The line was born in Brazil in 2002 and is developed under parent company Patachou, which has operated in Brazil since the early 1980s. The line is a regular on the catwalks of Satilde;o Paolo Fashion Week.

The Spring collection features colorful art prints as well as a variety of geometrical prints.

In Koshet’s showroom next door, Mert Beraze is now selling his revamped Raison d’Etre line, which was previously sold out of The New Mart.

“We’re using all linen and linen blends. It’s a luxury fabric that doesn’t get a lot of recognition in the United States market,” said Beraze. The Spring collection features dresses and tops, cropped jackets and shorts in metallics, pastels and neutral colors. “It’s a line that is open to interpretation. You can mix it with anything.”

Price points range from $30 to $150.

Also new in Koshet Sales is Kirsten Jade, a new collection of day and evening dresses designed by Marina Lee, who had been doing a lot of custom work but branched out with her own collection. The line was shown at a pre-Emmy party and won over a number of celebrity fans including Rachel Hunter, Teri Hatcher and Felicity Huffman.

The collection features some vintage and historical interpretations with plenty of party appeal. Price points range from the low $200s and up.

“This is the first time I’ve seen a designer gain so much celebrity appeal right off the bat,” said Koshet.

“We use lots of Indian silks but make everything here in Los Angeles,” said Lee. “I design the collection to show the beauty in every woman.”

The CMC’s director of leasing, Jennifer Jordan, said the growing specialty market has only demanded more from manufacturers.

“3B has always been an integral part of the CMC because there is a high customer demand for updated clothing,” she said. “Today’s sophisticated women want to dress in current styles with a fit appropriate for their body shape, and the new lines we are seeing fill that demand by combining the best of both worlds for the updated customer.”