Bel-Air seeking luxury licensees

HTT Staff -- Home Textiles Today, 4/13/2012 3:41:43 PM

Los Angeles - Bel-Air, the historic Los Angeles neighborhood, is launching a lifestyle licensing program for several categories, including fabrics and textiles.
The design sensibility is 30's Hollywood glamour meets modern California lifestyle, according to The Name Game, the LA agency crafting the licensing program with the Bel-Air Association and The Germ Factory, a boutique advertising and branding agency also located in Los Angeles.
The collection's style guide reflects Bel-Air's classic architecture and landscape such as the neighborhood's famous gates, the iconic cherub logo and art deco signage. Additional product categories include furniture, lawn and garden, gift and collectibles and decorative accessories.

The Bel-Air Association was formed in 1942 to preserve the beauty of the exclusive enclave, which was founded in 1922 by Alphonzo Bell.

Swatches from the Bel Air collection.