Gucci's Brand-New Salon In L.A. Is Every Fashion Girl's Fantasy Brought to Life

Over the years, much of the Old Hollywood glamour once synonymous with Los Angeles has melted away. But, with the help of the just-opened Gucci Salon, the city is about to get a generous serving of the glamourous aesthetic. On Tuesday, the Florence-based luxury house opened its inaugural salon on Melrose Place in Beverly Hills. The salon is expected to be a destination where invited Gucci clientele can indulge in creativity and their most lavish sartorial tastes. A place where the brand says "intimacy and discretion" will be of the utmost importance, just as it once was among the Hollywood elite. 

According to a press release, each Gucci Salon that follows the L.A. location will be completely unrecognizable from the last, with individual salon locations designed to match the surrounding locale. "[This] salon echoes Hollywood's heritage and resonance across the world, alongside echoes of the décor and philosophies of the first L.A. Gucci boutique, [which] opened in 1968 on Rodeo Drive," the release states. Designed by longtime Gucci collaborator Gideon Ponte, the space combines the privacy of home with the same attention to detail you'd expect to see on a perfectly manicured movie set, one that can be amended at a moment's notice for future events and brand moments. 

Scroll to check out the first-of-its-kind Gucci Salon below ahead of its big reveal tonight. 

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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(Image credit: Courtesy of Pablo Enriquez for Gucci)

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Senior Fashion Editor

Eliza Huber is a New York City–based fashion editor who specializes in trend reporting, brand discovery, and celebrity style. She joined Who What Wear in 2021 after almost four years on the fashion editorial team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza now lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring eBay for '90s Prada and '80s Yves Saint Laurent.