Bloomingdale’s CEO Olivier Bron and chief merchant Denise Magid hosted a party at Frame’s new headquarters in Beverly Hills to launch the retailer’s California Love campaign. The event, held two days after the Academy Awards, featured celebrities and highlighted the nonprofit Baby2Baby. Guests enjoyed champagne and margaritas while celebrating California style.
On a sweltering Tuesday evening, just 48 hours after the Academy Awards, Bloomingdale’s CEO Olivier Bron and chief merchant Denise Magid welcomed guests to the new Frame headquarters in Beverly Hills. The gathering marked the launch of the retailer’s California Love campaign, an ode to the Golden State with over 270 exclusive pieces across 28 capsule collections from brands including Vince, Citizens of Humanity, Agolde, Clare V., Staud, Simkhai, Frame, Mother, and an exclusive Aqua x Lisa Says Gah collaboration. Guests ascended by elevator to the penthouse, where champagne and spicy margaritas were served amid lively music from DJ Ella Balinska. Attendees included Zoey Deutch, Rebecca Rittenhouse, Kathryn Gallagher, Kasmere Trice Stanfield, Matt Bomer, Sophia Bush, Frame co-founder Jens Grede, designer Jonathan Simkhai, and models Bella Harris and Flora Carter. The event also spotlighted Baby2Baby, the nonprofit central to the campaign’s community efforts. From March 1 through April 30, Bloomingdale’s customers can round up in-store purchases or donate online, supporting Baby2Baby’s aid to over one million children annually. Co-CEOs Kelly Sawyer and Norah Weinstein attended, along with board members Erin and Sara Foster of Favorite Daughter, which recently launched at Bloomingdale’s. Erin Foster shared, “I had a viewing party at a friend’s place with my kids, and it was perfect.” Sara added context about a past event and noted Baby2Baby’s distribution of over 30 million emergency supplies to families affected by Los Angeles fires. Bron praised California’s “unique vibe” blending casual and sophisticated elements. Sara Foster highlighted the state’s embrace of casual style like “vintage T-shirts” with humor.
