Photo: House of Petro Zillia's new rental rack. Credit: House of Petro Zillia.
Story by Booth Moore of the LA Times:
Cruising by all the "For lease" signs on Melrose Avenue and West 3rd Street, it's easy for you to get the holiday shopping blues. But L.A.'s own relentlessly upbeat, pink-haired clothing designer Nony Tochterman (not to be confused with our city's pink-haired jewelrydesigner -- that'd be Tarina Tarantino) isn't letting the economy crush her spirits. Perhaps inspired by Rent the Runway, boldly this month she's letting cash-strapped shoppers rent party frocks from her vibrant House of Petro Zillia boutique, for a day rate of $50. (Maybe she's onto something; for a $300 dress, she'd only have to rent it six times--and she still owns the dress.)
Tochterman, who famously rode her bike down the runway at L.A. fashion week a few years back, launched her colorful line 12 years ago. Three years ago, she opened her boutique, which also houses her design studio. She said she started "studio services for everyone," as she calls it, in response to the economy, and customers' scaling back on shopping for party dresses. "When the going gets tough, the tough get creative," she said. "Besides, why should celebrities be the only ones able to get studio services for a special party, night or celebration?"
Read the rest of the story at: All the Rage
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