“Look at this store. This is it,” cooed stylist Rachel Zoe as she swept into the new What Goes Around Comes Around boutique in Beverly Hills in a fringed, bohemian gown from her namesake line, topped with a fur vest from the famed luxury vintage emporium she’s frequented for the last 20 years.
“[Owners] Gerard [Maione] and Seth [Weisser] always curated amazing pieces, which is why I shopped from them when I first started out. Now, they’re even more meticulous what they choose,” she said, eyeing the 4,000-square-foot retail destination on Brighton Way, just a stone’s throw from Rodeo Drive.
Scream Queens star Keke Palmer, wearing a bold Chanel necklace, earrings and bag from WGACA, couldn’t have agreed more: “You know at What Goes Around Comes Around you’re going to find the most unique stuff. I’m happy for this new store and to see what I can find,” she said, casting a glance towards one of the vitrines stacked with vintage Chanel bags. “When you look in here and see styles from this time and that time, it’s really, really dope.”
Kendall Jenner made a surprise entrance through the back door, and picked up an Hermes bag and snapped obligatory selfies with partygoers before making a quick exit. Other guests included Ashlee Simpson and Evan Ross, Rashida Jones, Tracee Ellis Ross and Milla Jovovich, donning a black sequined number from the boutique.
“I picked up a really amazing mini Pucci dress from the store in New York,” reminisced longtime vintage collector Jovovich who has been frequenting the SoHo flagship since her teenage years.
“We mix the genres. It’s casual cool luxury rock ‘n’ roll,” explained Mainone, who co-founded the brand with Weisser in New York in 1993. In 2011, the duo opened a La Brea location, which shuttered in August.
“We always wanted to make a move over to Beverly Hills,” he said of the new spot, which marks the fourth boutique for the company (others include SoHo, East Hampton, and Roslyn). “The fact that this space was available means it was meant to be. We couldn’t have found a more luxury location. It’s a dream come true.”