CaliforniaApparelNews.net

Dino Certo at Avedon

Beverly Hills boutique Avedon held a party for Dino Certo Nov. 3, where Certo told spectacular tales about Hollywood’s fashion past. In the 1960s, he ran a shop which made suits for the likes of Frank Sinatra, Sammy Davis Jr. and Johnny Carson. During those days, Hollywood and Los Angeles were undoubtedly suit towns. “Years ago, the customer would know more than the tailors,” he remembered.

Avedon's Reza Shekarchian, left, and Yasmine Farmanara

Veteran Los Angeles boutique Avedon held a party Dec. 15 to celebrate its stylish 2,700-square-foot store at 417 N. Canon Drive in Beverly Hills. Avedon owners Yasmine Farmanara and Reza Shekarchian moved their store from high-profile fashion street Robertson Boulevard in November. Shekarchian said he and his business partner have no interest in looking back to their fashionable old digs. 

Avedon's Reza Shekarchian, left, and Yasmine Farmanara in a 2007 photo