Fashion Journalist Sees Parallels Between Rodeo Drive, El Paseo

The author of a book on the beginnings of Rodeo Drive believes the success of El Paseo shows that "glamour can happen anywhere."

Rose Apodaca is scheduled to sign copies of her book, "Fred Hayman: The Extraordinary Difference," from 3 to 5 p.m. today at the Palm Desert International Fragrance & Flower Festival presented by .

The book follows Hayman, known as the godfather of Rodeo Drive, and his work under the yellow and gold awnings at his Giorgio Beverly Hills boutique.

"In some regards, El Paseo is the Rodeo Drive of the desert in terms of its platinum brands that are there," Apodaca said in a recent interview with Patch.

El Paseo and Rodeo Drive, which both started as ordinary streets, saw success because they were willed by individuals to happen, she added.

"I think it is indicative that glamour can happen anywhere," Apodaca said.

For Rodeo Drive, the biggest person driving its success was Fred Hayman, who notably created the Giorgio Beverly Hills perfume, with his third wife, Gale Hayman.

"They were the first ones outside of New York and Paris to introduce an independent perfume. They made millions of dollars," she said.

Apodaca said the book is so much more than the life of Hayman. The book -- which has more than 300 unique photographs -- is about the history of Los Angeles, including the Coachella Valley.

"So many of his clients would fly into Los Angeles and shop and drop several thousand dollars and go on their way to Palm Desert and Palm Springs," she said.

Those clients included Frank Sinatra, who had a home in Rancho Mirage.

Apodaca believes signing her book at the Palm Desert International Fragrance & Flower Festival makes sense because of Hayman's impact on the perfume industry.

"Given the fact that Mr. Hayman’s legacy is how his involvement, his role, revolutionized the perfume industry, it makes a perfect tie-in that we are part of this first-ever festival here in the desert," she said.

Apodaca -- who served as the West Coast bureau chief of Women’s Wear Daily from 2000-05 -- founded A+R with partner Andy Griffith, and is writing a DIY beauty book with neo-burlesque queen and style icon, Dita Von Teese.

The festival runs from noon to 5 p.m. on March 15-16, and will be held in a temporary 60-foot inflatable architectural structure in the parking lot between Ocotillo Drive and Monterey Avenue just south of El Paseo.

Learn more about the festival on the event's website, and about Apodaca's book at roseapodaca.com or fredhayman.com.