Bel-Air Seeking Luxury Licensees

SwatchesSwatches from the Bel Air collection.
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.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.


HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!