I. Los Angeles as a Permanent Luxury Capital, Not an Emerging One

Los Angeles is no longer an alternative luxury capital, it has now built its own foundation that competes with Paris, London and New York. Brands born in the city, including Dôen, James Perse, and Amiri, have evolved from local independents into globally recognized luxury players. Their success has established a distinct West Coast model, one that is rooted in proximity and calm elevated aesthetic. Proving that luxury does not need to be reliant on legacy European infrastructure.

Los Angeles moves more slowly by design, its geography and reliance on driving redefines the pace of life. It’s the one thing that LA offers, time. Time for brands to build relationships and for consumers to engage in both the brand itself and physical experiences. In 2026, LA brands and founders are investing heavily in retail, events, and environments that allow consumers to experience brands directly. Direct-to-consumer has become less about efficiency and more about presence.

Newly appointed Dior creative director Jonathan Anderson has cemented this statement by choosing to not only host the Dior Cruise 2027 in Los Angeles, but place significant investment into Los Angeles with a new flagship designed by American architect Peter Marino.

For decades, Los Angeles existed outside the traditional fashion and creative power structure, often seen as peripheral to New York and European capitals, yet its influence has steadily evolved into origination. 

II. Community Ownership

Los Angeles has long been defined by its proximity to celebrity, from the Golden Age of Hollywood through the star-driven culture of the 2000s, creating a feedback loop that shaped the city’s cultural and commercial influence.

But times are shifting and creator brands are thriving, pushing a new fabric of culture through the city. From streetwear brand Represent founded by George and Mike Heaton establishing their first American footprint in Hollywood, and the ever cultural Heaven Mayhem founded by Pia Mance basing its entire presence in Los Angeles. These brands are prioritizing community, from collaborations to experiential experiences. In Heaven Mayhem’s case Rosie Huntingdon-Whitely and Danielle Bernstein are showcasing the brand to millions. Established brands have caught on to the community ownership shift, with Swiss sportswear giant On’s partnership with Venice Run Club a prime example of engagement with local groups. 

Consumers in Los Angeles increasingly expect to be part of a brand’s evolution. This shift reflects a broader cultural change where the West Coast consumer is invested, both emotionally and socially in the brands they support.

III. Local Pride and Solidarity

Following the devastating wildfires that displaced thousands of residents and scorched over 40,000 acres, the city’s residents responded with an unprecedented level of solidarity. This echoed in the arts with benefit exhibitions and collaborative programming creating new communities across institutions, galleries, and artists.

This momentum carries into 2026. This coming weekend, Frieze Los Angeles has evolved into a citywide cultural convergence, now joined by Felix, The Other Art Fair, Post-Fair, and new entrants such as ENZO in Echo Park.

Following suit, major galleries are reinforcing Los Angeles’ historical and contemporary significance with a focus on Californian artists. Exhibitions highlighting artists such as Los Angeles based Ash Roberts, an artist whose work focuses on the natural world, are signaling the next phase of cultural evolution across the region. 

Community and local solidarity are a recurring theme, and one that will continue long into the future as parts of the city rebuild and an evolved Los Angeles is born.

IV: The Return of Hollywood as a Creative Frontier

Just as it did decades ago, when Hollywood became the epicenter of the global film industry, a new boom is beginning to take shape, once again being built in Los Angeles. AI film studios are accelerating quickly, whilst traditional studios, shaped by legacy production models, move more cautiously as they navigate how best to integrate AI into creative workflows.

Two of the leading names, both based in West Los Angeles, are Promise Studios and Asteria. Each represents a new approach to filmmaking, pioneering new forms of creativity across film and television. Promise Studios recently celebrated its first anniversary, with Dave Clark serving as Chief Creative Officer, and has already begun releasing original work such as My Friend, Zeph. Meanwhile, Bryn Mooser’s Asteria has attracted widespread attention for its technological progress, with Vanity Fair and The Hollywood Reporter highlighting its role in shaping the future of cinema. The Hollywood Reporter recently framed Mooser’s position with the question: “Skynet Cinema or Savior?”

AI thrives on pattern recognition, and if history offers any pattern, it is that the future of film and cinema will once again emerge from Los Angeles… it may simply look a little different this time.