The Italian, ever-flowing feminine Genny celebrated the opening of their Beverly Hills store with a special cocktail gathering at Penthouse 64 in West Hollywood’s Chateau Marmont. Surrounded by white decor, white orchids, lit candles, and the best Genny designs strewn throughout the soiree, guests such as Jaden Smith, Kate Beckinsale, and Carmella Rose enjoyed specialty cocktails to ring in the new flagship store. 

This opening represents a milestone for the brand’s history and its presence in the US, as well as commemorates the 10-year anniversary of Sara Cavazza Facchini as creative director. 

On the gravity this opening holds for Genny, Sara Cavazza Facchini says, “The United States is our natural horizon. The city of Los Angeles is a context akin to the Genny brand as a Glamour identity and a constant desire for internationality. I felt the desire for a constant presence in California, a true Embassy of the Maison, capable of representing overseas the key concepts that give life to the world of Genny in order to bring me closer to the brand's many fans on the West Coast.”