Above the Hollywood skyline, we celebrated the launch of our Fred Segal ♥ Vitamin A collaboration. Partner with local artists and artisans at Fred Segal's famed Sunset Boulevard storefront, guests were treated to a sustainable version of the classic Hollywood party. Our beautiful co-host, Halley Elefante of @TheSaltyBlonde and Vitamin A founder and designer, Amahlia Stevens, were there to welcome guests and showcase the new collection.
Our sustainability message on Sunset Boulevard! We'll be reminding L.A. to celebrate the earth, all month long.
Stop by and snap a pic of our window at Fred Segal.
Sculptural artist Jim Olarte designed an oversized macrame installation to showcase our collection. He has been creating works of art since he taught himself to macrame in the 70's, upcycling materials collected along the California coastline into beautiful, hanging sculptures. These custom pieces completed the 70's beach scene.
DJ Christine Mai Nguyen was with us all night spinning classic vinyl. She set the mood as we sipped, shopped and danced to iconic California beach tunes.
Canvas, please. Guest chose from the collection's signature palette of vintage primaries to create custom tote bags printed by Family Industries with limited edition designs. Because sustainable is always better (and prettier) than plastic.
We recreated the iconic Fred Segal ivy wall as a photo backdrop. Our Fred Segal ♥ Vitamin A campaign photographer, Nico Guilis of @FindYourCalifornia stopped by and snapped pics with Vitamin A founder and designer, Amahlia Stevens.
Each beverage was served with sustainable drinkware, cheers!
Lady & Larder provided handcrafted fruit, veggie, and cheese boards that were almost too pretty to eat. Using local, seasonal ingredients and dotting each spread with wildflowers created a display as delightful as it was delicious.
Photography by Lexi Hatch