Dozens of designers show their collections to journalists, celebrities and potential clients by displaying them in small nameless boutiques that can, nonetheless, make a huge profit and attract many clients through low prices. The LA dresses displayed in these boutiques celebrate and honor the best of California fashion. Designer LA dresses are at the service of boutiques and press, these two being their heaviest promoters. Some of the LA dresses that are currently on display at boutiques had been previously presented at LA Fashion Week and nominated for LA Fashion Awards by a nominating committee of more than forty of LA top fashion journalists, merchandisers, stylists and marketplace experts that participated in the selection process.
Among past winners are LA dresses from fashion innovators such as Nony Tochterman of Petro Zilia and retailers such as Ron Herman. Those who participated in the process of choosing the winning LA dresses were: journalists such as Rose Apodaca, stylists (Arianne Phillips), web publishers (Daily Candy), event producers (Gen Art), brands (American Apparel and J Brand) and the television show Project Runaway presented by Heidi Klum. The program was produced by LA Fashion Awards which was co-founded by fashion industry veterans Jennifer Uner and Mary Hill with the support of visionary sponsors and the endorsement of local fashion industry non-profit organizations (California Fashion Association, Fashion Group International of Los Angeles, Fashion Business Incorporated and the Fashion District BID).
Recently, an alternative Fashion Week venue in Downtown Los Angeles has been created for the annual display of LA dresses and LA fashion items in general. The program is now produced by a local arts organization and it is founded by artist/designer Peter Gurnz who has added street credibility to the program.
With the help of various economic and industry forces, the success and afme of LA dresses and LA boutiques continues to rise. The efforts of LA designers are widely recognized and they are connected with the international fashion community. By promoting the LA dresses and the boutiques where they are beeing commercialized, the mayor's office and recently formed committe have improved the reputation of Los Angeles as a fashion capital.
The main attraction in LA fashion are these boutiques where women from all walks of life can purchase LA dresses of the typical LA fashion style. Moreover, these botiques are not only a selling point for famous LA designers who want to commercialize their products at lower costs, but they are also a place for an array of individual designers who wish to present and sell their collection independently. Therefore, LA boutiques help promote the collections of both established and up-and-coming and innovative designers.