California Apparel News

Day or night, Beverly Hills’ North Canon Drive is a lively place. A steady parade of people strolls down the thoroughfare, dining at bustling sidewalk cafes such as Il Pastaio or checking into the stately Montage Beverly Hills hotel.

Just a couple of blocks away from iconic fashion destination Rodeo Drive, North Canon Drive is also a shopping street. It is the address for several boutiques, such as the multi-line Avedon, as well as flagship stores for independent brands, including menswear label Eddia and Royal Order, a rock ’n’ roll–inspired jewelry line that also offers some apparel.

Fashion sold on the street is a mix of formal and quot;premiumquot; or high-fashion casual. But in order to thrive on Canon, fashion retailers must guarantee their merchandise is unique, according to Avedon co-owners Reza Shekarchian and Yasmine Farmanara. quot;It has to be about stuff you don’t already have,quot; Farmanara said. And if the street’s shoppers don’t have it, they will open their wallets. quot;People who come here are buying more,quot; Shekarchian said. —Andrew Asch

Avedon417 N. Canon DriveLooking for the new black? The new “it” happens to be brightly colored collared shirts at Avedon. “We sell a lot of color, period,” said shop co-owner Reza Shekarchian. Topselling shirt brands are Georg Roth Los Angeles and Swedenbased label Eton.

Avedon’s private-label brand, also named Avedon, has been selling well at the boutique. Avedon’s fitted blazer with peaked lapels retails for $895. It comes in designs of seersucker, houndstooth and a solid navy.

Another big seller for women is the Graham & Spencer asymmetrical silk draped top. It retails for $140, Farmanara said. It gives the wearer a classic Greek look that could be worn with jeans. Also popular is Graham & Spencer’s matte jersey dress, which retails for $285, and the matte jersey dress with leather details, which retails for $260.

Royal Order341 N. Canon DriveThe most popular apparel item at this rock ’n’ roll jewelry shop is the brand’s long tank dress. The sheer, pink tank dress is emblazoned with skull and fleur-de-lis icons, and it retails for $80.

Eddia238 N. Canon DriveEddia founder and designer Eddia Mirharooni said his label is best known for its colorful, detailed shirts and ties that sport cross stitching and pleated fabrics. One-of-a-kind ties retail for $500. Ties from the brand’s main Eddia Collection typically retail for $185. Other popular items in the store include a white shirt with organza front panels, which retails for $325, and a sports jacket with floating shoulders, or shoulders cut slightly away from the body of the blazer, which retails for $1,500.

Lapis319 N. Canon DriveTop-selling items include a summery blouse by Johnny Was, which retails for $120, and a black-edge jacket from the Los Angeles–based Pete & Greta label. It retails for $340.

For more trends from Beverly Hills, check the ApparelNews trend page.