Falconeri brought Italian refinement to Los Angeles on Thursday night, hosting an intimate dinner at a residence in Brentwood to celebrate his Ultrafine Cashmere collection.
“I just fell in love. I fell in love with the style and the fabric. And it was easy,” Eva Longoria said of the brand, which she was first introduced to several years ago by her husband, José Bastón.
Longoria was among the evening’s guests, joined by Leighton Meester, Matt Bomer, Chace Crawford, Sharon Stone, Jesse Williams and Jay Ellis, as well as top stylists including Maeve Reilly and Elizabeth Stewart.
“I love the style in the store,” Longoria said. “And it’s easy to put it all together. I’m tonal, so I like, black on black, navy on navy, cream on cream.”
There’s a practicality to Falconeri’s signature fabric, especially in a city like LA, he says, wearing a black cashmere sweater paired with the brand’s black silk trousers: “It’s a four-season shirt. You know, you can wear it all year round.”
The actress and filmmaker recently completed her latest directorial project, “The Fifth Wheel,” which she is currently editing, marking a return to working in LA after nearly a decade away from local productions. The film features a lineup that includes Kim Kardashian, Fortune Feimster, Nikki Glaser and Brenda Song.
“And I have all these crazy cameos,” he said, mentioning Will Ferrell, Kristen Wiig, 50 Cent, Jack Whitehall, Casey Wilson, Matt Walsh and Steve Aoki.
Living between Spain and Mexico, Longoria said filming in LA felt important again. “And Matt said he just shot here too,” he added, of Matt Bomer. “So I think it will come back – production.”
It was cocktail hour as guests mingled poolside, taking in city and ocean views at the Thomas Juul-Hansen-designed residence, which is currently on the market for nearly $40 million. Overall integrated cashmere installation. As the sun set, the crowd was led upstairs to the rooftop for dinner.
“It’s not just about selling products, but more about giving feelings, emotions, sensations,” said Matteo Veronesi when hosting the event in LA. “I think Los Angeles is a place where people appreciate the quality of what we do, the quality of the cashmere.”
LA consumers are very sensitive to materiality, he added. “They really value the source. They want to understand where the fabric comes from, how things are made. There’s a trend toward real natural fibers, something more organic.” Falconeri cashmere is sourced from Mongolia and produced entirely in-house.
Veronesi, whose father, Sandro Veronesi, founded Calzedonia Group, now Oniverse, pointed to the brand’s continued focus on craftsmanship as it expands its US footprint. Falconeri currently operates three stores in New York City, one in New Jersey, in addition to a California location in Santa Clara, followed by Chicago and Boston, as well as LA.
“It’s important to go to cities where people can appreciate the quality of our products and really understand what we do,” he said. “We call it the cashmere revolution.”
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