Vintage expert Cameron Silver is bringing even more chic to the beach.
From Dec. 8 to 10 he’s bringing a Decades pop-up to The Georgian hotel, the recently refurbished oceanfront Art Deco gem that’s helped put Santa Monica back on the map for stylish lodging, dining and debauchery.
The retail collaboration will see The Georgian showcase 100 years of fashion, with a curated collection of vintage, pre-loved and contemporary pieces in its Gallery33 space, which has exhibited old Hollywood photography and paintings by Sharon Stone, among others.
“I have been to Santa Monica more since The Georgian opened than maybe in the last decade,” said Silver, a Los Angeles native whose Decades boutique has been an arbiter of vintage based in West Hollywood since 1997. “It gives you permission to dress up. And it reminds me of so many of the projects I’m doing at resorts in Palm Beach or Sarasota where you do get dressed up and you’re in a beach-y environment. This is exactly what the hotel is about. Every wall is is filled with great Hollywood history and glamour.”
For West Side clients of Decades “who might not always make it past the 405 freeway,” as Silver said, labels such as Chanel, Dior, Gucci, Valentino, Dolce & Gabbana and YSL will be selected for The Georgian scene, in addition to pieces from female-founded sustainable contemporary brands such as L.A.-based ReWeave and New York-based Angel Chang. The doors will be open for shopping from 11 a.m. to 10 p.m..
There will be a wide price range represented, too. “Regardless of where you are, I want everyone to get a little piece of Decades. It’s really nice when it’s an expensive piece, but the most important thing is that we get people excited about fashion history and give them a little understanding about sustainability and archival fashion,” he said.
Silver has been hosting Decades pop-up shops around the country, many in secondary markets such as Aspen, Naples and Sarasota, Fla. He’s done events at several Auberge properties and partnered with luxury brands, too.
“Big brands realize that the vintage will attract a client that they can then upsell to the modern luxury collection,” he said. “They are also realizing you don’t have to put on a huge show and spend a tremendous amount of money to have a successful partnership in a city that might be underserved, and test the waters to determine if it’s a place where you may want to open an actual brick-and-mortar.”
