L.A. Fashion Week Spring 2010: Sjobeck
As the first signs of winter chill hit perennially sunny Los Angeles, Sjobeck looked to Spring 2010 and transported its beach headquarters in Malibu to the Live! On Sunset retail shop in West Hollywood. Models sauntered barefoot on a white sand runway while The Beach Boys cover band The Beach Toys blared 1960s tunes and “The Endless Summer” surf documentary played throughout the store’s flat screens on Oct. 10.
Each season, the brand riffs on an American theme—Fall ’09 Western cowboy plaids and denim were on display and for sale at the store—and for Spring ’10 Sjobeck drew upon classic 1940s and 1950s work wear and laced it with California beach casual. The design team of Shelly Sjobeck, Lani Lupton, Jesse Ray Vasquez and Garrett Gerson added their own hip twist on the standards. A men’s collared shirt in a brown railroad stripe replaced the button-down front with a zipper. On women’s hooded sweaters, zippers skewed diagonally across the clavicle or began below a low-dipping V-neck. The combination of woven shirting fabric with bamboo knits on maxi halter dresses and cashmere cardigan sweaters drew an eyeful of design interest while staying easy-to-wear, unfussy and relaxed.—Rhea Cortado
