BEVERLY HILLS, Calif. – The Rodeo Drive Committee and the City of Beverly Hills have inducted Fred Hayman, world-renowned former boutique owner and retail genius, into the Rodeo Drive Walk of Style.® Often dubbed "the father of Rodeo Drive", the owner of the chic shop Giorgio of Beverly Hills, transformed Rodeo Drive with his signature fragrance and yellow and white striped awnings. The on-going award, inaugurated in 2003, honors style legends for their contributions to the worlds of fashion and entertainment.
The induction ceremony took place on Rodeo Drive on Tuesday, May 31st at the corner of Rodeo and Dayton Way, where his iconic yellow and white signature awnings previously hung.
He received a permanent plaque, featuring his signature and quote that was embedded in the sidewalk of the world-renowned street in front of Louis Vuitton, the original site of his original boutique, as a part of his induction.
"Fred Hayman's vision helped develop this beautiful street by combining the worlds of fashion and entertainment to create the legendary world wide brand known as Rodeo Drive today," says Peri Ellen Berne, Chairman of the Rodeo Drive Walk of Style®. "His efforts to promote the street through the Rodeo Drive Committee to the Hollywood crowd and world travelers joined with the arrival of his signature store Giorgio Beverly Hills drew brands such as Gucci, Hermes and Tiffany & Co. to the street in the 1970's. The ensuing cluster of luxury retail shaped Rodeo Drive in a way that rivaled Bond Street, Madison Avenue and Via Condotti."
"Like many of the Walk of Style honorees, Fred Hayman has been a key influencer of culture and style for decades," says Wanda McDaniel, Chairman of the Rodeo Drive Walk of Style Selections Committee. "Out of his legendary boutique, he launched some of the most influential designers and dressed Hollywood's elite, dignitaries and socialites across the world, along with creating a signature fragrance and changing the overall potential of retail marketing and branding by pioneering scent strips that revolutionized the way magazines smelled."
"The City of Beverly Hills is pleased to honor Fred Hayman with the Rodeo Drive Walk of Style® Award," says Beverly Hills Mayor Barry Brucker. "His influence on the fashion and entertainment sectors coupled with his established presence on Rodeo Drive, make him a highly deserving honoree."
Fred Hayman took standards of a luxe life—from his childhood in Zurich and Paris; his formative adult years rising the ranks at one of the world's grandest hotels, the Waldorf-Astoria; then catering to celebrities, socialites and fashion designers at the modern beacon of the Beverly Hilton—and accorded them his own flair. He brought the Golden Globes to its longstanding home, and served for over a dozen-plus years as official fashion coordinator for the Academy Awards. He proved a Midas with every gamble he made, and usually with a wide-eyed hubris that would bring on fans and foes alike.
Fred Hayman was the unofficial arbiter of fin de siècle gilt as conveyed to Middle America in Dynasty and Scruples. He extolled and exploited the possibilities of this palm-tree lined fantasy island with a Rolls Royce delivering customer purchases, four-pound tins of Beluga and live mariachis at every party, yet he made everyone feel at home by his comforting hospitality and rule breaking. Fresh starlet and vintage comedian alike could be spotted swigging a drink at the oak bar or next to the pool table, amidst a hodgepodge of garishly painted ceramic panthers, untamed ferns and frocks, furs and trinkets, from the moderate to overpriced.
The sunny awnings might be gone from the street, but Fred Hayman's impact continues into his retirement, from public artworks to civic philanthropy. To Rodeo Drive, he remains its marketing architect, its godfather, its greatest showman. And in doing so, Fred Hayman made the extraordinary difference.
Fred Hayman is the fifteenth recipient of this award, following previous honorees Grace Kelly & Cartier (2009), Valentino (2009), Princess Manolo Blahnik (2008), James Galanos (2007), Gianni and Donatella Versace (2007), Salvatore Ferragamo, Edith Head, James Acheson and Milena Canonero (2006), Herb Ritts and Mario Testino (2005), Tom Ford (2004), and Giorgio Armani (2003). Honorees are selected by an independent committee comprised of media, celebrities, past honorees and academics in the worlds of fashion and entertainment.
The symbol for the Rodeo Drive Walk of Style® is the "Torso," the sculpture created by the late Robert Graham, standing14-feet tall at the intersection of Rodeo Drive and Dayton Way.
A new book chronicling his life and times entitled "Fred Hayman: The Extraordinary Difference The Story of Rodeo Drive, Hollywood Glamour and the Showman Who Sold It All" by Rose Apodaca debuts in June, www.fredhaymanbook.com.