Lauded by some as the man responsible for transforming Rodeo Drive into the international shopping destination that it is today, Fred Hayman is the subject of Rose Apodaca’s equally sunny new tome, The Extraordinary Difference: The Story of Rodeo Drive, Hollywood Glamour, and the Showman Who Sold It All. “It’s not just a biography but a history book of L.A.’s evolution. Fred’s role, not just in retail but in so many other areas, really is the evolution and intersection of Los Angeles style, entertainment, and fashion,” Apodaca told Style.com. She and Hayman (above, with Corey Lynn Calter) were being fêted by friends and fans at the new Caulfield’s, just a few short blocks from where his legendary Giorgio Beverly Hills boutique once stood, among them, co-hosts Arianne Phillips (the costume designer of Tom Ford’s A Simple Man and longtime Madonna stylist) and Jeremy Scott.
Phillips was among many who came to meet the retail revolutionary and Hollywood legend (he was the Academy Awards’ fashion coordinator). “The way that Fred understood Hollywood and costume designers and also had a retail business was admirable and quite innovative at the time,” she said. For his part, Hayman played coy. When asked how he felt about all of the newfound attention the book has brought, Hayman seemed content. “I don’t give it much thought. It’s just been wonderful times.”