Getting an appointment with Leran Hedar, Director of Operations and unofficial mayor of H. Lorenzo, Los Angeles’ premier destination for avant-garde men’s and women’s fashion on the Friday before the 55th annual Grammys is no easy feat.
“Awards season is a big thing for us, especially Grammys. There’s a lot of stylists and customers and musicians. In LA it’s super important. It’s a great business. They really go after the really edgy and crazy pieces. It allows us, it justifies us to go and buy those pieces.
Being in LA for 30 years, the celebrity base, especially in the music industry - those people who need to constantly have wardrobe changes every time they appear, every time they perform - creates a consistently reoccurring customer, particularly with us since we have an edgy aesthetic.”
The Sunset Plaza boutique, buzzing with customers, stylists and tourists, is a light filled space designed my Milanese architect Olivier Baldini, featuring floor-to-ceiling back windows that reveal a panoramic view of Los Angeles: from Downtown’s towers to the Santa Monica Pier.
It overflows with an exquisitely curated selection of fashion’s biggest names, from Ann Demeulemeester to Haider Ackerman to Comme des Garçons to some of H. Lorenzo’s latest discoveries: Ziggy Chen, a Chinese brand, Joon Jay, a Korean men’s brand and Copenhagen’s Anne Sophie Madson, H. Lorenzo reigns unchallenged as one of the world’s foremost champions of new fashion talents.
What’s the secret to H. Lorenzo’s constant ability to unearth the new, now and next?
“I honestly think,” says Leran, “it’s our research. If you go back 30 years to what my dad used to buy, it’s always on the cusp of what’s new. We pride ourselves in finding the new and the up-and-coming talent out there. When we travel, we’d go to every little showroom, you never really know. When you scratch the surface there’s a lot of talent out there.”
When it comes to the fresh Spring 2013 merchandise currently on H. Lorenzo’s racks, Leran gives an excited tour through the racks, “What I notice immediately, there’s kind of a shift from a dark, drape-y aesthetic into something slightly more colorful, playful and poppy. Also, a little looser; long, more voluminous, with an urban twist. I think there’s a hunger for color, for something more lighthearted and fun.”
LA is a city where every day is a show and H. Lorenzo keeps the city’s avant-garde on the dark side of cool.
“Los Angeles is a funny place. It’s a cool place to have a store. You have a lot of, kind of, eccentric people. People that take a lot of risks in terms of what they wear, who get away with a lot, things that maybe people in New York or Chicago wouldn’t typically wear.”
It’s a veritable avant-garde haven and, at 30, continues to be the West Coast game-changer it was conceived to be.
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