H. Lorenzo, one of Sunset Plaza’s most prominent boutiques, announced some new hires that will usher in a new spirit for its men’s and women’s stores in the district, said Leran Hadar, director of operations and son of founder Lorenzo Hadar, who opened the boutique more than three decades ago. In the next month, the store will present the merchandising mix of new women’s buyer Melanie Innocenti, who was hired a few months ago. New manager Reggie Marshall also was hired at the same time. In addition, the boutique is scheduled to relaunch its e-commerce boutique ( www.hlorenzo.com ) in February.

But that’s not all the changes happening at Sunset Plaza, which sits at the junction of Hollywood, West Hollywood and Beverly Hills.

New men’s shop Sarar and atelier Mark Wong Nark moved into the district in 2012, and the mix of new shops and new looks might do more to attract new shoppers to the area, which has received criticism for relying too much on mature boutique concepts, said some Sunset Plaza store owners. Sunset Plaza typically serves tourists from nearby luxury hotels, residents from surrounding Hollywood Hills and entertainment-industry people.

One of the newest denizens of Sunset Plaza, Sarar moved into 8710 Sunset Blvd. in November. The sprawling men’s store offers everything from tuxedo shoes to men’s suits manufactured by Turkish label Sarar.

The top-selling items at Sarar have been gingham collared shirts, said Josh Bachove, the store manager, pictured holding the shirt. They retail for $112 and feature bright checks and cufflinks on the shirt’s French cuffs. “It’s vibrant,” Bachove said of the shirts. “Most people wear them with jeans.”

One of the veterans of Sunset Plaza, the Nicole boutique has been selling women’s fashions at 8663 Sunset Blvd. for more than 30 years. For owner Nicole Pascale, who prefers to go by her first name, her shop caters to a sophisticated woman who travels. “My customer says, ‘I’m going on a cruise for a month. Dress me,’” Nicole said. A recent look that has been selling well is a poncho-style ruana top made by the boutique’s private label, called Nicole. The 100 percent cotton top comes in sequins and a number of colorways. It retails for $245.

Charlie Choukair is one of Sunset Plaza’s denizens. For more than 10 years, he worked at the district’s Hugo Boss boutique.In March 2012, he partnered with Michael Dovan, the pioneering retailer of the Traffic boutiques, to open a branded shop for Danish men’s label Sand , which is located at 8620 Sunset Blvd.

The boutique’s top-selling item is Sand’s “Dinner” mohair jacket, which retails for $650, said Choukair, who also modeled the jacket with a Sand shirt and pants from the label. “You can wear it dressy or casual,” he said. The slim-fit jacket features a shawl collar and satin lapels, and if the coat pocket is turned inside out, the lining doubles as a suave handkerchief.

Husband-and-wife team Andrea and Marzia Rossetto opened Code C in 2009 at 8641 Sunset Blvd. The Rossettos wanted their boutique to mix the variety of the multi-brand experience with the designer point of view of a branded boutique.

They achieve this juxtaposition by offering a limited number of brands—including Habitual , Single and Vivienne Westwood Anglomania —with a wide selection of styles from the brands.

One of the top-selling items is Habitual’s “Alice” jean. The skinny jean is treated to look like leather, Marzia Rossetto said. But it is as comfortable as a pair of jeans. It retails for $242 and comes in colorways such as gray, ox blood and purple.

Los Angeles–based label Single hit a home run with the scalloped dress, Marzia Rossetto said. What consumers love most about the dress with a scalloped collar is its fit. “They use stretch lining,” she said. “It keeps the body of the woman in good shape.” The dress retails for $300.

A dress with an off-the-shoulder silhouette has been a top seller at Code C. Vivienne Westwood Anglomania’s “Dahlia” dress retails for $518. “The asymmetric shape makes a woman sexy,” Marzia Rossetto said.

It’s not all sexy dresses and skinny jeans at Code C. The Kokun hoodie has been popular. Retailing at $238, the top from the New York–based label mixes an environmental mindfulness and a fashion sense. The sides are ruched, and the hoodie’s fabric is made from bamboo and cashmere. It retails for $238 and is modeled by Giulia Vendramin, Code C’s manager.

H. Lorenzo Women has been focusing on the new, the luxe and the avant-garde since the early 1980s. Located at 8660 West Sunset Blvd., the store has served high-flying tourists, entertainment-industry stylists and folks from the music biz, said Leran Hadar, the shop’s director of operations. The H. Lorenzo shopper has a deep respect for designers. Belgium’s fashion magician Ann Demeulemeester has long been very popular at H. Lorenzo. Lately, a blue Demeulemeester jacket, which retails for $1,395, has been grabbing attention at the store.

Junya Watanabe has been shaking things up at H. Lorenzo for two decades. The Japanese designer’s motorcycle jacket constructed out of crushed velvet upended expectations for the jacket, which typically carries a tough, gritty style. “It’s avant-garde, but it’s playful and colorful,” Hadar said. The Junya Watanabe jacket, pictured above, retails for $1,595 and is styled with other Junya Watanabe fashions.

An oversize sweater from Japan’s Toga label retails for $975 at H. Lorenzo. “It’s fun, colorful and futuristic,” Hadar said. It’s also a bit outré. Check out the color blocking and the slightly frayed material.

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Maryan Barbara
Maryan Barbara

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