Rodeo Drive Heats Up With Year of the Dragon
By Sophia Lowe
FENDI x FRGMT x POKÉMON, Baguette Embroidery Dratini-Dragonair-Dragonite, Courtesty FENDI
FENDI x FRGMT x POKÉMON, Dragonite & Mini Baguette 3D Marquetry Dratini, Courtesy FENDI.
As the Lunar New Year ushers in the Year of the Dragon, a symbol of power, strength, and good fortune, Rodeo Drive, the quintessential destination for luxury shopping, welcomes this auspicious period with unparalleled enthusiasm and splendor. This year, synonymous with growth for visionary leaders and innovation, is being celebrated on Rodeo Drive with an array of fresh collections, exciting collaborations, and unique boutique experiences, setting a new benchmark for creativity and innovation in the heart of Beverly Hills, California.
Rodeo Drive continues to captivate a diverse and multigenerational audience, reinforcing its status as the world's most sought-after shopping locale. Kay Monica Rose, President of the Rodeo Drive Committee, reflects on the vibrant energy of Rodeo Drive as it embraces the Year of the Dragon, focusing on maintaining its iconic status as the premier shopping destination. With over a hundred leading luxury brands, Rodeo Drive offers unique experiences that resonate worldwide, drawing in international travelers and showcasing a demand for excellence and durability in personal luxury goods. In this special year, with an array of sought-after events and innovative activations, Rodeo Drive continues to lead in creativity and innovation.
Pharell Williams with his first men’s collection for Louis Vuitton, photo by Brad Dickson, Courtesy Louis Vuitton.
The street's rare real estate remains in high demand, with low vacancy rates and significant developments underway by luxury giants such as DIOR and Cartier. New boutiques like CHANEL, Balenciaga, and Louis Vuitton Men's add to the allure, with Pharrell Williams debuting his men's collection at Louis Vuitton, setting the future aesthetic for the brand. This collection, along with others, is celebrated with giant dragon installations in China, symbolizing the year's theme and the global reach of Rodeo Drive's influence.
Piaget Lunar New Year Capsule Collection, Dragon High Jewelry Brooch; Altiplano Dragon Zodiac High Jewelry Watch; Dragon High Jewelry Cuff Watch, courtesy Piaget.
The Year of the Dragon also sees unique collaborations, such as the FENDI x FRGMT x POKÉMON partnership, which merges iconic FENDI designs with the beloved Pokémon, Dragonite and Dratini, showcasing a blend of luxury fashion and pop culture. Fine jewelry and watchmaking houses on Rodeo Drive, like Piaget and Jaeger-LeCoultre, honor the dragon's vitality with special collections, emphasizing the exquisite craftsmanship and artistry that define these brands.
2023 Reverso Tribute Enamel ‘Dragon’, left: verso; right: savoir-faire, courtesy Jaeger LeCoultre.
For younger audiences, DIOR's Baby Dior Spring 2024 collection introduces the Madeleine line, celebrating the maternal bond with soft, child-friendly designs that pay tribute to Christian Dior's mother and the House's heritage.
Baby Dior: Madeleine Collection
Beyond fashion, Rodeo Drive offers exceptional dining and culinary experiences, with Michelin-starred restaurants and unique culinary journeys that enhance the luxury shopping experience. With a calendar filled with world-class events, such as the Rodeo Drive Concours D’Elegance and the Rodeo Drive Celebrates program, the street invites visitors and locals to partake in the exceptional creativity, craftsmanship, and luxury that define Rodeo Drive in the Year of the Dragon.