Los Angeles Fashion Week Fall '09: Trovata
TrovataMarch 11, 2009Apartment 9, Beverly Hills, Calif.Trovata can weave a story as masterfully as it constructs a garment. The Newport Beach, Calif.–based fashion label opened a pop-up shop for its Spring 2009 collection at the Apartment 9 boutique at 9877 S. Santa Monica Blvd. A few hangers and racks would not properly tell the story of Trovata’s latest collection of men’s and women’s casual fashions, said the label’s creative director, John Whitledge. He hoped to use various found objects to tell Trovata’s story of the United States’ Great Lakes region and the late 1960s.
The walls of the 630-square-foot boutique were filled with found objects that evoked this now-gone era. Whitledge framed globes from the 1960s, old National Geographic magazines, Michigan license plates and well-worn boat shoes. On the racks were items such as two-layered cotton gauze shirts, vertical striped tennis cardigan sweaters, plaid shirts and one of the most popular items—the “Cooper” dress. It’s a floor-length cotton voile shirting dress. Most of the garments kept the tradition of offering intricate details, which made Trovata a hit. Apartment 9 co-owners Amy and Sarah Blessing said they planned to use their Beverly Hills shop to be a rotating pop-up shop for other brands in the future. —Andrew Asch
