FIRST.LA VIDEO PREVIEW

Here's a sneak peek of the most recent FIRST.LA runway show. The exciting presentation of the best in Los Angeles contemporary fashion for the season was held on March 14th. The show kicked off with the latest brand from reality starlet Whitney Port, Whitney Eve. YuYu, Twinkle by Wenlan, J Brand, James Icon, Dolce Cabo and Hazel, also represented California cool to its fullest with their new collections hitting all the right trends for the Fall 2011 season.

For more information and to view the complete video: www.directiveswest.com

Makeup & GO! Pop-Up Shops

Red carpets are prepped and ready as awards season in Los Angeles has arrived but this time of year the Oscar nominess aren't the only ones in need of beauty attention. Makeup & GO! the innovative, Brentwood-based walk-in studio, has opened two Makeup & GO! Pop-Up Shops in L.A. to keep the entertainment and fashion community camera ready during this eventful season. The exciting pop-up shops are now opened; one on Beverly Drive in Beverly Hills and the second in West Hollywood on Melrose. The two locations will offer professional make-up application and many of the the flagship store's signature services. In addition, Makeup & GO!'s sister store, BUBBLE Blow Dry, will offer blow outs at the Beverly Hills pop-up shop. Talented artists, the best brands and affordable pricing combine, making Makeup & GO! Pop-Up Shops the perfect remedy for 'time-pressed beauty lovers.' Whether it be for a dinner date, the red carpet or the runway, being 'GOrgeous' in L.A. takes one simple stop!

Brentwood Flagship Store
1308 San Vincente Blvd. @ 26th

Los Angeles, CA 90049

Book Online/Phone: 310.451.6253

Beverly Hills Pop-Up

152 S. Beverly Dr.

Beverly Hills, CA 90212

Book Online: Open 3PM - 7Pm (Daily)

West Hollywood Pop-Up

8654 Melrose Ave. @ Norwich Ave.

Los Angeles, CA 90069

Book Online: Open 3PM - 7PM (Weds. - Sun.)

www.directiveswest.com

The Spare Room

The Spare Room has officially opened on the Mezzanine level of the historic Hollywood Roosevelt Hotel. This new, classy gaming parlor features two bowling lanes, custom board games, and specialty cocktails from a sophisticated menu. Once inside the double door entrance, guests will immediately notice the vintage bar to the right, accented with brass and leather, while the long main room is essentially divided in half, with booths and seating to one side, and the bowling lanes on the other. An eclectic mix of antiques brings a timeless elegance to the atmosphere with studded leather tops on tables, vintage steamer trunks, and sofas next to a low bookcase that runs the length of the lanes. Bowling is $100 an hour for up to six people, including $700 bespoke shoes made exclusively by LA-based Esquivel. Beyond bowling, guests are welcome to break out the other games, including artisan versions of backgammon, dominoes, and Connect Four, from behind a locked glass display case. The Spare Room also offers a photo booth, which is hidden behind the wall where the bowling shoes are stored. Have even more fun for $5 while posing for four photos with supplied props. What a night!

Hollywood Roosevelt Hotel
7000 Hollywood Blvd.
Los Angeles, CA 90028
323.769.7296

www.directiveswest.com

Raw Edges Exposed @ Em and Co.

EM & Co, a West 3rd Street boutique, supplies fashion-conscious shoppers with a well-orchestrated mix of fashions from world-class designers (i.e., Vivienne Westwood, Iodice, Stella McCartney, JC de Castelbajac, Beatriz, Anna Sui), as well as innovative styles from emerging L.A. talent. Featuring over 30 lines from around the world in its gallery-like space, EM & Co is also an active supporter of local talent, hosting monthly art exhibits and other events featuring local artists and designers. Greta Back's first solo exhibit in Los Angeles, "Raw Edges Exposed," explores the various aspects and symbols of her new-found freedom. Moving to L.A. from Seattle in April 2009 was not only a fresh start, but a way to conquer her fears, particularly her fear of sharing her art with anyone. This series is an investigation of color. She dug up long-buried bits of knowledge picked up in color theory classes, while studying sculpture at the Museum School of Fine Arts in Boston, and re-learned the many ways that colors push and pull against one another. Since Gouache is a medium that doesn't blend, she chose to use pixels to represent a broader area of color, while seeing how the smaller units interact with each other, in a newly-found freedom.

December 16 - January 19, 2011
Em & Co.
7940 W. 3rd St.
Los Angeles, CA 90048