As a native Angeleno and owner of Pomme, the luxury pajama company, Apple Via knows the places to go, things to do and where to be seen in the City of Angels. After all, this accomplished Californian is also a public relations and promotions guru, whose A-list heavy parties always glow with serious star power. So get ready to take a tour with Apple.
Apples list of Places to go:
Diavolina 156 S. Robertson Boulevard 310-550-1341
Chris McMillan The Salon 9844 Burton Way 310-285-0088 Milk 8209 West Third Street 323-951-0330 OK 8303 West Third Street 323-653-3501
"Pomme Kind of Wonderful"
Slipping into something more comfortable, eh?.
Yeah, that means one of two things.
Either there's a frilly strip of itchiness in your future that could be called comfortable only on opposit day, or your headed for sweatsuitsville.
Or you could be putting on something from Pomme, a new line of pajamas that lets you get cozy without forsaking your girlish charm. The nighties range from a simple, spaghetti-strap, above-the-knee number to a slightly longer cut with a deep V to an empire-waist, floor-length style (seriously, this baby redefines the house dress). There's also a fleece hoodie cardigan, a cap-sleeve top, and sweet wide-leg pants. And just in time for those impending chilly nights, they've got mukluks.
Everything's made from double-faced flannel with silk charmeuse trim and comes in pretty colors that aren't overly femme - shades like sky, sage, and dusty rose (okay, thats girly).
So, finally, you've got options besides Joe Boxer and butt floss.
There's a thought that's comforting all on its own.
"the lowdown..."
*Hot item* Distinguished by body conscious cuts and romantic detailing, Pomme's new flannel night gowns are so pretty you'll be tempted to wear them out all day.
Available at PANTY RAID (2378 1/2 Glendale Blvd., 323-668-1888).
NIGHTGOWN, $129, POMME.
"Lingerie New Resources"
Apple Via began the Los Angeles-based sleepwear line Pomme out of a personal desire for cozy sleepwear that was not baggy flannel pajamas or transparent and skimpy chemises. The result is a warm, comfortable and feminine flannel collection in classic empire-waist shapes.
Via teamed up with Kathleen McGurk, also known as "Sweet P." McGurk independently ran retro jouniors clothing line Sweet P for five years in the 1990s and worked as an associate designer for the tops division at Bebe Stores Inc. for the last four years before signing up to collaborate with Via.
The designers soften the Pomme sleepwear by using washed-silk charmeuse drawstrings and flannel-covered buttons instead of elastic. Dresses are cut on the bias with an empire waist to eliminate cold metal zippers.
Though Via gave up her successful marketing and public relations career-during which she worked on campaigns with companies such as Gap Inc., Target Corp., Mike Inc. and Levi Strauss & Co.- her marketing instincts are still sharp.
"We're creating a lifestyle brand with Pomme," Via said. "We want to move into bedding. We want to bring these whole concepts of inner/outerwear as a lifestyle and the idea of doing things that make your home and life more comfortable."”
For Spring/Summer, Pomme's second collection, the designers are introducing stripes and prints in cotton lawn and cotton voile fabrications. Wholesale prices are $37 for fleece Bermuda shorts, $42 for tops, $53 for pants, $55 to $60 for knee-length nightgowns and $68 for floor-length nightgowns.
Via expects that Pomme's fleece hoodie, fleece Bermuda shorts and flannel pants will follow the lingerie-as-outerwear trend.
"I love when people take liberties like that," she said. "There's something eccentric and fun about wearing clothes that you wear with comfort in your home out to the store, shopping or to brunch. It's comfortable and fun and relaxed-that's L.A."
For more information, call the Noetic showroom, located in suite 221 of the Cooper building, at (213)614-7924.”
– Rhea Cortado
"A Sweet-Apple Line From Hollywood Pair"
HOLLYWOOD, Calif.-Two denizens of the hipster scene, event planner Apple Via and designer Sweet P., this month launched Pomme, their line of saucy flannel loungewear to a packed crowd at the hot spot Geisha House here.
The idea for Pomme came about in December, when Via, chilly During the Los Angeles winter: complained to her boyfriend that no One made sexy flannel.
“I thought, I’m going to do that,” said Via after the runway show on April 7.
At the same time, Sweet P., a former Bebe designer who also had a clothing line named after her, was looking for a new partner. On a double date, Via shared her idea and some sketches.
“All winter I’d been thinking I looked like a homeless person when I wanted to look Hot,” said P. “When Apple showed me her idea, I thought, “I want to be her partner.”
With a $6,000 investment, Via and P. created seven styles with wholesale prices of $42 to $75.
The collection is primarily flannel in muted pinks, blues, greens and browns with silk charmeuse trim. All designs are named for the cities they suggest. Rome is a floor-length, empire-waist nightie with a gathered bust and Capri is a spare over-the-knee spaghetti strap halter dress. There is also a wide-leg pant (Los Angeles) and a fleece hoodie that wraps and fastens on the side with a big button (Berlin).
“We designed the pieces around feeling beautiful, but being comfortable and warm,” Via Said.
The line is shown through the Noetic Showroom in the Cooper Building in Los Angeles and they plan to send samples to Noetic’s New York showroom by the end of the month. “The line works on everybody,” said Sweet P. “It’s for all different shapes and bodies.”
– Kate Mayfield