The statement-making label Versace Jeans Couture has recently opened an eight-week pop-up at the quintessential Cali retailer Fred Segal on Sunset Boulevard. The fleeting engagement launched on September 1 and marks the label's first brand activation in the U.S.
The limited-edition Fred Segal x Versace Jeans Couture capsule collection will feature five pieces that pay homage to Fred Segal's "Summer of Love" 60th Anniversary. The exclusive merchandise consists of hoodies and tees that range from $195 to $350. A larger collection of women's and men's outerwear, shoes, pants, dresses, and accessories is also available for purchase throughout the duration of the pop-up.
"Versace Jeans Couture is the perfect juxtaposition of streetwear and luxury, expertly mixing irreverence, playfulness and nostalgia rebirthed and reimagined for an entirely new generation. When the opportunity arose for Fred Segal and Versace Jeans Couture to partner for the brand's first activation in the U.S., and in celebration of our own Summer of Love; it was kismet. We can't wait to share all of the fun in store." said Brian Nyilas, Vice President of Men's Merchandising at Fred Segal.
The 21,000-square-foot space's retro-inspired design and aesthetic evokes a nostalgic feeling tied to the L.A. retailer's first decade in business (the '60s). Yellows, pinks, purples, and other bold and brilliant colors transport guests to a time when flower power and peace were the dominant themes. Oversized patches adorn the walls for a playful and pleasing feel, yet the space as a whole has been designed in a way that caters to an entirely new generation.
Fred Segal and Versace Jeans Couture have partnered with Unemployed Magazine to host a launch event to celebrate the limited-time pop-up on Thursday, September 16 from 6 p.m. to 9 p.m.
Fred Segal is the iconic lifestyle brand that has defined fashion for Angelenos since it opened in 1961 on Santa Monica Boulevard (its second location opened on Melrose Avenue in WeHo). It sparked a revolutionary shift in style and change retail forever. Just as the retailer maintains success by "always staying ahead," Versace Jeans Couture maintains its reputation by hovering in the space between "high-fashion detail and a contemporary urban context." It was created in 1988 and relaunched in 2019 for younger generations who crave denim enriched with colorful or gold-tone stitching.
Thinking about starting your weekend a little early and shopping for some new denim? See below for store hours and address.
Versace Jeans Couture at Fred Segal, 8500 Sunset Blvd, West Hollywood, 90069; Monday to Sunday from 11 a.m. to 6 p.m.; (310) 432-0560.
