What Is California Fashion? A Complete Guide to the West Coast Fashion Movement

From Rodeo Drive to San Francisco, everyone is shopping and looking good while doing it.

These shopping areas are home to Gucci, Chanel, Louis Vuitton, and other luxury names marketing to a global audience. But what about the brands and styles unique to the West Coast? Together, we’ll define what California fashion is in preparation for California Fashion Week’s runway premiere this spring.

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A BRIEF History

In the mid 20th century, right around the “Golden Age” of Hollywood, movie stars began to exhibit wardrobes of opulence on and off screen. Men were seen donning a perfectly tailored suit, while women took to fur coats and silk gowns as a performance of wealth and class. 

As we continue into the 1960’s-70’s with the advent of the hippie era, the more laidback style of the West Coast was born. Bell-bottom jeans, loose bohemian blouses, and John Lennon style of eyewear were popular throughout the decade. 

Simultaneously on the coast, surf culture embraced the relaxed lifestyle. Salty hair and open-toe shoes were staples in 70’s Socal fashion.

Now comes the new age question: how to translate this easy-going lifestyle into high-end apparel? The most compelling answers come from those who call this state home.

Laid-back, Made Luxe

What makes West Coast fashion unique is its “back to basics” approach, elevating the everyday wear from drab to fab. Designers aren’t trying to reinvent the wheel, but rather make it out of better materials. 

The goal: create generational longevity to sustain expensive fashion in California. 

A great example of this work is from Heidi Merrick, a Los Angeles-based designer who created her label out of a desire for luxury clothing that is also environmentally friendly. Growing up in Santa Barbara, she is no stranger to the aforementioned surf culture and took that as inspiration to make garments and swimwear that can be worn for a night out or lounging beachside. Her attention to detail helps create clothing that is not only comfortable and easy to tailor, but a reflection of California’s culture with bohemian and floral designs. 

I love LA: Gen Z’s influence on Hollywood 

The closets of your favorite current-day TV characters probably closely resemble those of your own, designed with intention by artists like Christina Flannery. Flannery reflects the outlandish influencer style of modern-day Los Angeles in the breakout HBO Max show I Love LA. With an increase in thrifting outfits among Gen Z, she took to vintage apparel as well as locally sourced designers to create timeless looks that audiences could all admire and recreate themselves. 

Two up-and-coming fashion designers based in L.A. are Penelope Gazin and Eric Charlotte.

Penelope Gazin is the founder of Fashion Brand Company,

creating eye-catching apparel that can function as loud statement pieces or blend seamlessly with everyday wear. 

On the other hand, Eric Charlotte fully leans into the whimsical

aspect of fashion, using Victorian-inspired elements to transform fashion into art. Charlotte utilizes accessories to create dimension and cohesion in their looks, allowing the wearer to customize their look.

I Love California Fashion!

Who wouldn’t after seeing the incredible work of all these designers? And that’s just the tip of the iceberg of the diverse fashion in California right now. At CAFW, we are excited to be a part of West Coast fashion culture, highlighting designers across the state.

Be sure to follow @californiafashionweek on Instagram for more updates on our events and leadership, as well as getting involved in our work as a designer, model, or other fashion icon.