To many die-hard fashionistas, Los Angeles has always been considered the less sophisticated, dressed-down, in your face, suburban, over-celebrity conscious little sister to New York, which has consistently retained its place amongst the world's fashion capitals. However, our visit to L.A. has revealed an interesting mix of local designers and boutiques combined with the glossy global brands along Rodeo Drive. Driven by its native contemporary brands, L.A. is experiencing a fashion renaissance.
Yesterday, I cruised around some upcoming fashion districts here with Jamil Juma, of Juma, which he designs with his sister Alia. Juma's collections (one fashion forward RTW, one activewear) are carried at more than 30 boutiques around North America, including Fred Segal in L.A. and Caravan in NY. Both Jamil and I were keen to get a feel for what is going on here, especially in the hot contemporary segment where his brand is positioned.