Camp Beverly Hills

Beverly Hills' glitzy name has helped Camp Beverly Hills turn its fashion products into money-making ventures. The brand began in 1977 as an inexpensive alternative to the boutiques of Beverly Hills. The brand's first retail store was located on a side street just off Rodeo Drive and became an overnight sensation, soon leading to a celebrity obsession.

During the next decade, the line became popular after introducing some of the first casual clothing to use pastel colors. It expanded to be sold in major retailers, and grew their licenses to include apparel, accessories, footwear, fragrances, eyewear, and home textiles.

Brand relaunches

In 2004 the brand was relaunched by Adina Levin and Raquel Krouse. The relaunch featured vintage style casual apparel and launched at Scoop on the East Coast and Ron Herman on the West Coast.

Due to a wave of 1980s nostalgia in the 2020s, the brand announced a relaunch in 2020, led by co-owner Jay Foreman. Forman has a history of retailing nostalgic brands as the CEO of Basic Fun!, and relaunching other iconic 80s brands such as Care Bears and Tonka. The line will be tapping into its LA roots and is to be sold exclusively at Fred Segal stores and on fredsegal.com in Spring 2021. The exclusive capsule collection and pop-up activation will recreate elements of the original Camp Beverly Hills store. After the launch, the brand planned to seek licensing partners to take it into wider national distribution in 2022 and beyond. However, with the failure of its exclusive distributor in 2024 this plan did not succeed.