Los Angeles, a cultural hub for luxury goods undergoing a renaissance

A bastion of progressivism and bohemian style (boho chic), and the heart of the dream factory that is Hollywood, Los Angeles County is also home to a golden youth in search of luxury goods and more responsible consumption. In recent days, Jacquemus, Casablanca, and now Louis Vuitton have decided to accelerate their presence in the City of Angels and its suburbs by opening stores.

It seems that since the opening of the first Gucci Salon (April 2023) and Chanel’s first boutique dedicated to fine jewelry (February 2024), two retail initiatives aimed at the ultra-wealthy, the City of Angels and its suburbs have more than ever been riding high with European luxury brands.

In addition to its sunny climate, in 2024 the Golden State was a stronghold for Democrats on the west coast of the United States, sealing Kamala Harris’ victory in the region with 58.5% of the vote. Nationwide, this was one of the highest scores obtained by the Democratic Party, alongside western districts such as Columbia, Vermont, Maryland, and Massachusetts.

But above all, Los Angeles County, ravaged by destructive fires last January (particularly Pacific Palisades and Malibu), is in the midst of reconstruction. This will allow European luxury brands to secure prime locations and increased visibility in anticipation of the 2028 Summer Olympics.

Discreet but assured arrivals

While some French fashion houses, such as Marni, Isabel Marant, and The Row, were ahead of the curve with the opening of boutiques in Melrose Place in 2004 and 2012, respectively, in the luxury segment, Balmain, Bottega Veneta, and Chloé set up shop in 2009.

However, it was not until after COVID that Los Angeles was no longer considered “instrumental in the North American strategy” of European luxury brands, as confirmed by Beverly Center CEO Brian Parent.