The inventor of the wrap dress (a revolution in comfortable work clothes for women) strides into her third fashion decade with her first LA store.

In 1976, Newsweek called Diane Von Furstenberg "the most marketable woman since Coco Chanel." Three decades later, the Belgian beauty is still making clothes women want—and fragrances, jewelry and cosmetics women want. Her famous '70s wrap dress was brought back, to great acclaim, in the late '90s; it's as chic and wearable as the day it was minted. And there are plenty of great day-dress styles in this new store, the only local shop to carry the full line. The 1700-square-foot space, an air-kiss away from Marni and both the Marc Jacobs stores, mixes Hollywood glamour and Indian funkiness with the bright colors, bold prints and flirty silhouettes of Diane Von Furstenberg ready-to-wear. Eveningwear and a jewelry line are undoubtedly meant to appeal to glitzier types; de rigueur handbags and other accessories round out the offerings. There's no menswear here, but we expect DVF's hubby Barry Diller to stop by from time to time anyway.—Laurie Pike