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New Book Celebrates ‘Godfather of Rodeo Drive’

The title of the handsome coffee table adornment written by Rose Apodaca, former west coast bureau chief of Women’s Wear Daily, is a doozy. It reads: Fred Hayman The Extraordinary Difference: The Story of Rodeo Drive, Hollywood Glamour and the Showman Who Sold It All.

But that’s what you get when you rack up a list of accomplishments like the ones owned by the now 86-year-old Hayman. Beginning in 1967 and running through 1998, he rewrote the rules of luxury retail, celebrity clientele hobnobbing, and Aaron Spelling worthy fragrances while at the helm of the Giorgio Beverly Hills boutique. LA Times fashion critic Booth Moore raves about the book’s historical scope and applauds the effort that went into the endeavor:

Apodaca, who now, with her husband, runs her own store–A & R on Abbot Kinney Boulevard in Venice–has been working on the book off and on for the last six years, meeting with Hayman at “his canteen”–Spago–or at his Malibu beach house, where he has a memorabilia room stuffed with Giorgio Beverly Hills logo wear, including sweatshirts, scarves, teddy bears and sunglasses. She also accompanied him to the opera, where she met his friends, including such old school Los Angeles personalities as Esther Williams and the late Mr. Blackwell.

In an equally fun sidebar, Moore recalls the heyday of Rodeo Drive, a time when leading male stars for example bought their suits at a store founded by a former Warner Bros. publicist.

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