Serving Larchmont Village, Hancock Park, and the Greater Wilshire neighborhoods of Los Angeles since 2011.

The Vantage of Vintage: Simply Vintageous in Larchmont Village

Beth LaMure Simply Vintageous
Owner Beth LaMure takes shoppers on a spin through vintage clothing in her shop Simply Vintageous.

The gown I’m holding up is exquisite, of shimmering, royal blue.  It comes with an embroidered gold belt, which puts me in mind of Scheherazade and One Thousand and One Nights or, at the very least, I Dream of Jeannie.  Behind me Beth LaMure, owner of Simply Vintageous in Larchmont Village, says:  “We have a whole kaftan section.  And they’re so wearable.  You can just throw one on when you go to the grocery store!  Look at this one!”  I am doubtful but she pulls out another dress, all black except for stiff ribbons embroidered in bright red and orange that accentuate the seams.  Even I, a relative fashion rookie, can appreciate the lines, the workmanship, and the way the material feels to the touch.

The black kaftan, like so many other pieces in the store, is label-less.  It’s scary but exhilarating too:  just you and the dress, without the safety net of a designer or brand’s label.  “I’ve never been a label girl,” Beth says.  “I don’t believe clothing is meant to be elitist.  It’s meant to be artistic, to reflect your personality.”

True to this, the clothes seem curated rather than displayed; each dress feels unique (“effortlessly chic!” Beth exclaims) with its own exclamation point:  a bow, a splash of color, an intricate juxtaposition of rhinestone chips or geometric shapes, or simply, the cut.  A quick walk around the store and the eye registers a full color palette:  Hot pinks, blues and greens flow into whites, reds and blacks.  There are sleek, stylish gowns; sumptuous multi-colored kaftans; and short, perky ‘run-about-town’ dresses.  Prices range between $85 and $385.

Beth opened Simply Vintageous in Larchmont in early April, 2014.  The clothes come mainly from the collection she amassed during the eight years she ran a music video production company (at one point, she owned 5,000 pieces).  The emphasis is on the 50’s, 60’s and 70’s with a touch of the 80’s.  Beth herself is partial to the drama and flair of the 70’s:  “I like the low-cut necklines and the big flowing sleeves.”

Arguably one of the coolest things about the store is talking with Beth about vintage, which she plainly loves.  The first time I walked in we spent half an hour chatting about the way sizing in the U.S. has changed over the years (a size 0 today was a size 8 in the 70’s); this time we delved into the history of the International Ladies Garment Workers Union, established in 1900 and still going strong in the 80’s.  (That label is the one to watch for!).

“Vintage is so incredibly well-made,” Beth says emphatically.  “It’s all there:  the care, the stitching, the quality of the fabric.   It had to be when you had ten outfits in your closet instead of 300.  Clothes weren’t disposable, they were made to last.  Quality and style.”  She reaches for another piece, this one a translucent cape in midnight black with just a hint of sparkle:  “Isn’t this just fabulous!”

Beth LaMure


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Anya Grottel-Brown
Anya Grottel-Brown
Anya Grottel-Brown discovered Larchmont by accident while visiting LA on vacation and was instantly hooked. Anya was born in Russia and has lived in Canada, Japan and New York before settling in the Hancock Park area in the summer of 2013. An award-winning PR/communications expert, she specializes in amplifying the voices of non-profits, foundations and education-focused organizations through the media. Anya can be reached at [email protected].

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