Where? Next to MNG by Mango but considerably cooler, this new contender joins Louis Vuitton and Tiffany & Co in the Westfield Century City shopping centre, close to California's Beverly Hills. For proof of the outdoor mall's cache, check out Pink Taco, an eatery with attitude from Lindsay Lohan's squeeze of the season.
Who? Neiman Marcus' boutique baby is the conspicuous outcome of market research. Cusp caters to the customer who likes her expensive clothes casual but flaunts recognisably exclusive accessories, such as Fendi's B buckles and Christian Louboutin shoes.
Fashion finds: pretty ikat-inspired skirts by Castle Starr and Ya Ya's more casual hooded dresses dangle near Splendid ultra-soft leggings. Also within eyesight are cashmere sweaters by Vince and Harajuku handmade T-shirts. Commando's invisible underwear may be the only item to fit under every conceivable brand of skinny jean, including dark washes by CYN and groovy greys from J Brand. Wrangler adds old-school charm. La Mer eye balm completes any look, leggings or otherwise.
The vibe: exposed pipes and cement floors could make even fashion cognoscenti mistake this for an Urban Outfitters, but a closer look reveals interior details such as sculptural chairs of funky felt and metal scraps, alongside driftwood that doubles as display space. Merchandised around trends rather than brands, leggings hang throughout and in between, the Xeroxed message 'always with leggings' keeps everyone up to speed.
The crowd: sun-kissed social X-rays of all ages dressed in jeans from Japan, their Chloe Paddington bags crying out to be replaced by a new YSL Muse.
Extras: sales staff act as stylists for women who dress as twentysomethings even if they are not. A blog replaces the standard website so each salesperson, armed with a digital camera, can upload the most stylish looks fresh from spacious, well-lit dressing rooms.