Mytheresa and Loewe throw the party of the year in Los Angeles
After hosting Loro Piana last year in Los Angeles, Michael Kliger, CEO of Mytheresa, chose a new iconic venue, the Sheats-Goldstein Residence, to celebrate the exclusive online release of the Loewe Paula's Ibiza collection. A line brought to the fore by Jonathan Anderson in 2017, celebrating the legendary Paula Ibiza's boutique. Opened in 1972 by Armin Heinemann, it was the hottest spot back in the day where Jean Paul Gaultier and Freddy Mercury used to hang out at the time.
Usually closed to the public, this historic home in Beverly Crest, Los Angeles, welcomed 80 hand-picked guests to unveil the fantastic and futuristic design imagined by architect John Lautner in the early 1960s. A house long owned by businessman James Goldstein, fashion and basketball aficionado, that was donated to the LACMA museum in 2016.
Guests were invited to ride golf carts to the residence, where journalists, celebrities, influencers and friends of the brands, were welcomed by Michael Kliger and the Loewe team, including CEO Pascale Lepoivre and the brand's creative director Jonathan Anderson.
"I had never been to the house before, but like everyone else, I knew the place from pictures and from all the commercials, music videos and films such as The Big Lebowski, among others, that were partly shot here," says Michael Kliger. "We are celebrating our friendship with Loewe, a historical partner of Mytheresa, with whom we have been unveiling the Paula's Ibiza collection since its debut in 2017 and of which we are exclusively offering some of the pieces. I deeply admire Jonathan Anderson's intellectual and creative work, and it's great to be able to be part of the incredible rise of Loewe."
After the cocktail party at the Sheats-Goldstein Residence, where most of the guests took plenty of pictures, while others paraded around in mini dresses with cannabis leaves from Paula Ibiza's collection, Michael Kliger invited his 80 guests to a candlelit dinner overlooking the city. On the menu, lobster, risotto, beef and for dessert, meringue and ice cream. The second part of the evening was held at 'Club Loewe MyTheresa', the entertainment complex on the property.
Described by the over 500 guests as "the party of the year", the night continued around a large bar with a DJ, and pool area where cocktails and petits fours were served.
According to Michael Kliger, "the United States is the fastest growing market for Mytheresa, with Florida leading the way in sales, ahead of the West Coast, which is experiencing a very strong dynamic, followed by the East Coast. But buying behaviors vary by region, with Florida very much in the party spirit, while the West Coast relies on relaxed and cool fashion."
After Los Angeles, the Mytheresa team is continuing its world tour of dream locations and will be in Portofino at the beginning of June to celebrate its collaboration with Dolce & Gabbana. The company also just launched a watches section on its website, and is continuing to expand its jewelry and lifestyle section.
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