West Hollywood shoppers dressed in their best and hit the streets Thursday for the 2nd annual .
The global event created by Vogue magazine came to Weho for the second time. More than 30 retailers throughout the city offered discounts, giveaways and complimentary cocktails from around 6 p.m. until 11 p.m.
Live music burst through the speakers at Fred Segal. Drinks were flowing and attendees were invited to partake in the Smashbox photo shoot. Denim designer Nick Friedberg was spotted beside a stack of his popular jeans.
"I was invited by Ron Herman and I am flattered," Friedberg told Patch. His "all Japanese salvaged" denim line is made in Los Angeles. "There is an amazing character and heritage about it," he said.
The next stop was a fairly new boutique, , also on Melrose. Lovers of the brand flocked to the store to look at the dressed mannequins in the back of the boutique. The event featured a bar in the outside area, with a DJ mixing tunes.
Just a stone's throw away, was packed with brand loyal party-goers. Just having received a new shipment, the store's latest and greatest knuckle clutch, priced at a little over $2,000, was on display.
Katherine Schwarzenegger was hosting an event at on Melrose. Maria Shriver and Arnold Schwarzenegger appeared at separate times during the evening to support their daughter.
Michelle Nguien and Kayla Tange were two of the more fashionable risk-takers seen out and about. "We came out, because it's nice to have a good fashion event," they said. "We don't have a good fashion week."
Nguien, who is the designer of her own brand, Chubby Bunny, calls her style childish. "I basically dress like a 5-year-old," she said. As for Tange, "Anything that is really tacky is really cool to me."
The West Hollywood Visitors and Marketing Bureau was behind the event, making it even more accessible this year with a late-night shuttle service and an after-party at the Mondrian hotel where guests were treated to two glasses of complimentary Champagne.
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