All The Rage

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Beverly Hills hosts a carnival of fashion on Rodeo Drive for Fashion's Night Out

September 10, 2010 |  8:45 pm


The posh strip of Rodeo Drive retail shops from Little Santa Monica to Wilshire Boulevard was alive with people who flocked to the Beverly Hills hot spot for everything from gourmet food trucks to discounts on fashion and even a "free" ferris wheel ride Friday night.

A motley mix of patrons circled boutiques, popping in for the champagne and desserts and many actually browsing and buying. There were school-age kids with their parents at Bebe, Guess and Juicy Couture, the latter of which offered 30 percent off on purchases. DJs, drinks and stilettos at YSL and Jimmy Choo attracted well-dressed women who mingled with friends and tried on fall's latest shoes.

Celine Liu and Una Wu were visiting from Taiwan and still managed to find out about the night's festivites. They each puchased jewelry and clothes from Juicy Couture, taking advantage of the night's discount.

Jourdan Rashing, 12, strolled with her mother toward the Guess store after stopping for sustenance at the grilled cheese food truck that was serving a special "fashion" sandwich containing spare ribs, cheese and caramelized onions. When asked if she had taken a ride on the ferris wheel, she replied "no, not yet. You have to buy something and show your receipt, then you can ride it," she said. 

For those who simply wanted a festive Friday night out, live music, balloons and giveaways were everywhere. And of course it wouldn't be Beverly Hills without an ample amount of eye candy-- All the Rage saw six women dressed to look like the Kardashian sister (asymetrical-sleeve cocktail dresses and cascading brown hair extensions) standing in front of Bebe.

--Melissa Magsaysay

Fashion's Night Out: Rodeo Drive photo gallery

Photo: Shoppers stroll past the first-ever ferris wheel on Rodeo Drive in Beverly Hills during Fashion's Night Out September 10, 2010. Credit: Allen J. Schaben / Los Angeles Times.