12 posts tagged "Trovata"
While this season’s runway offerings in L.A. may feel a little disjointed (it’s the first time IMG isn’t sponsoring the shows, leaving things a bit ad hoc), the West Coast style capital still has plenty on its agenda in the days to come. Trovata’s launch at Apartment Number 9 may have been the week’s kick-off party, but tonight’s Gen Art show at the Los Angeles Theatre makes up for some missing cohesion on the runway. Here are three acts we’re looking forward to. Continue Reading “Just When You Thought It Was Over: L.A. Fashion Week Starts Now” »
For the next two months, Trovata will be the guest in residence at pint-size men’s boutique Apartment Number 9 in Beverly Hills. Along with the line’s to-be-expected menswear, last night’s cocktail party welcomed the entire women’s Spring 2009 collection as well—the first time Number 9 has stocked goods for girls. “Apartment Number 9 was one of the first stores to carry Trovata,” John Whitledge, who made the quick trip up from his Laguna Beach home base, told us. “To do the store with them is just awesome.” Owners Amy and Sarah Blessing’s ultimate plan for the 90210 space (they have two other outposts in Santa Monica and Chicago) is for it to feature a revolving roster of new designers every few months. But for now, the Trovata lifestyle is in full effect, complete with retro telephones, vintage tennis rackets, and old Life magazine covers on the walls—not to mention plenty of nautical, preppy finds on the racks. “I think this sums it up,” added Whitledge of the overall aesthetic, rolling up his cuff to reveal an embroidered quote: “Part indulgence, part sweet revenge, but a lover all the same.”
Apartment Number 9, 9877 Little Santa Monica Boulevard, Beverly Hills.
Now that the election is over, the big question is whether or not the civic-minded will have anything to wear. Did the golden era of the message tee pass into the history books the moment YES WE CAN became YES HE DID? Can a 12-point plan for healthcare reform be advocated on a piece of cotton? The situation looks dire. But fear not, kiddos. Trovata is jumping gamely into the breach. The brand was recently tapped by MTV to create the 10th Anniversary tee for its Staying Alive Foundation, a non-profit dedicated to HIV awareness and prevention. “Well, they reached out to us, and obviously we said yes,” explains designer John Whitledge of his foray into fundraising fashion. “And then the challenge was to come up with a message that worked for the MTV audience, but also translated easily.” He adds, “I mean, all the proceeds are going to a good cause, so clearly we want to sell as many T-shirts as possible.” The “Lovers Love Life” slogan tee by Trovata will be available at first as a limited-edition, sold exclusively by Urban Outfitters. To raise awareness of the awareness-raising campaign, the collaboration will be feted on November 20 at a sure to celeb-studded party in L.A. No word yet on whether the launch will be accompanied by a Will.i.am video—though, on second thought, thanks but no thanks.
“New York is about the clothes, Los Angeles is about our friends,” said Trovata’s John Whitledge last night at the L.A. hotspot the Palihouse, where the brand was celebrating its Spring ’09 collection with a troop of West Coast devotees. “It was supposed to be a sit-down dinner but we ended up inviting too many people, so we decided to serve hors d’oeuvres at the last minute.” Not that any of the guests seemed to mind. “Sit-down dinners are boring, anyway,” said Rihanna stylist Lysa Cooper. Whitledge, for his part, said he “didn’t lift a finger organizing this event. The most important thing I’ve learned over the past three years is that you’re only as good as the team you work with. And my team is incredible.”