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Storefronting: Ageless Edition

BEVERLY HILLS - Escada plunked down $5 million to open a new 6,000-square-foot store in Beverly Hills. (Shot of NYC store above.) This report gives lots of details on last night's celeb-packed opening but neglects to tell us where the store is located. Also, the fashion brand is trying to skew younger and hipper. Aren't we all.

PASADENA - Tipster Benjy emails us that American Apparel is opening on Colorado Blvd. between Z Gallery and Apple Store. You can get a matching I Mac to go with your new outfit, he suggests. Also opening in Pasadena, he says: La Grande Orange is coming soonish at the renovated Santa Fe Train Depot ( Del Mar Station) in Old Pasadena.

WEST HOLLYWOOD - Avita, a "luxury contemporary line of cashmere and bamboo apparel," opened its flagship store at 8213 West Third Street on May 1. For those unfamiliar with Avita, the store sells lots of eco-friendly products made from sustainable materials as well as beauty products like anti-aging serums. Basically, products that make shoppers feel simultaneously good and bad about themselves.