Feraud Debuts
The streets of Beverly Hills are lined with the flagships of iconic designers, but the newest arrival has its own angle. The 57-year-old French-based Feraud label held a grand debut for its 1,300- square-foot boutique at 9534 Brighton Way on June 6. Like Irvine, Calif.–based St. John’s Knits, one of Feraud’s strongest customer demographics is older women, but a representative for the French label said that Feraud has an eye on dressing the grandmother as well as her daughter and her granddaughter. It’s one of the reasons why Feraud Creative Director Jean Pierre Marty has been designing cocktail dresses aimed at women in their 20s and 30s. Feraud also opened a New York boutique on April 15 and plans on opening more than seven stores in China. —Andrew Asch
