Satine: L.A.’s Favorite Fashion Stop

L.A. fashion doesn’t usually bring to mind edgy Parisian brands and young up-and-coming London-based designers, but since opening her West Coast boutique Satine in August 2003, Jeannie Lee has been one step ahead of the local fashion flock.

What started as a small, cozy space on Third St. in West Hollywood expanded in September 2009 to a space five times the size. Satine now also boasts a burgeoning online business, which relaunches today with a newly redesigned Web site that includes a shopping site with high-end product shoots, a Satine Diary, and Q&As with local designers, stylists and editors.

There will eventually be fashion editorial shoots featuring coveted finds from Lanvin, Alexander Wang (whom Lee was one of the first to carry), Azzedine Alaïa, Preen, Holmes & Yang, Jason Wu, and Derek Lam. Lee plans to renew content about once a week, working with journalist Indigo Clarke to keep things fresh and current.

Never one to follow the crowd, Lee has always relied on her stellar instinct to move forward and take risks with young talent. “Now more than ever people are looking for emerging designers because personal style has become so important, but people in L.A. have always looked for alternative brands,” she says.

The business, which is doing well in an otherwise questionable market, owes its success to its loyal customers and followers.

Rachel Zoe was instrumental in putting us on the map when we first opened, and we have some of the best-dressed clients in L.A.,” says Lee.

As if scouring the world for fashion’s newest, latest and greatest wasn’t enough, Lee also recently launched an in-house namesake line of separates, working with creative director Kelly Sawyer to design cute flirty skirts and simple sexy dresses.

“The key to dressing in L.A. is to not look too put together,” she says, eyeing the eclectic mix of brands and silhouettes that define her own style as well as that of the girls who surround her.

Photo: A skirt feature on Satine's new site