The annual celebration includes street banners by CELINE. (photo courtesy of the Rodeo Drive Committee)

The Rodeo Drive Committee’s fourth annual Rodeo Drive Celebrates Fashion is underway through Aug. 7, commemorating the luxury shopping district’s 50-year evolution with special events, boutique experiences and fashion-focused programming.

The annual celebration highlights Rodeo Drive’s history as an international luxury destination while showcasing the craftsmanship, creativity and innovation of its retailers. Participating boutiques and fashion houses are offering private appointments, seasonal previews, styling sessions, artisan demonstrations, limited-edition launches and other in-store experiences.

The Rodeo Drive Committee was established in 1977 by Fred Hayman and a group of business leaders to promote the shopping district. Organizers said the anniversary celebration also recognizes Hayman’s role in shaping Rodeo Drive’s international reputation and will honor his son, Robert Hayman, for continuing his father’s legacy.

“Celebrating fashion on Rodeo Drive is really about celebrating the visionaries, the relationships and the experiences that built this street over the last 50 years,” Rodeo Drive Committee President Kathy Gohari said. “Fred Hayman understood early on that luxury was never just about selling products – it was about creating a feeling, an atmosphere and a sense of belonging. That spirit continues to define Rodeo Drive today.”

Robert Hayman said the district’s identity has always extended beyond shopping.

“Rodeo Drive has always been about more than retail,” Hayman said. “It’s about hospitality, glamour, entertainment and creating the experience people will remember. That was my father’s vision from the beginning, and it’s remarkable to see how it continues to evolve for a new generation.”

This year’s celebration also includes a street banner campaign supported by CELINE. The banners feature designs inspired by the fashion house’s “Infinite Possibilities” silk scarf collection.

Beverly Hills Mayor Craig Corman said the anniversary recognizes the district’s history and its continued evolution.

“As summer comes alive in Beverly Hills, we welcome residents and visitors to experience why Rodeo Drive continues to set the global standard for luxury fashion,” Corman said. “This milestone anniversary celebrates not only Rodeo Drive’s extraordinary legacy, but also its future. The street continues to evolve through architecture, art, exceptional dining and immersive experiences, yet at its heart it remains a place of human connection. Rodeo Drive is more than a showcase of world-class design – it is a vibrant expression of creativity and the signature hospitality that defines the city of Beverly Hills.”

Among the participating businesses are Abel Richard, which is hosting guided presentations of its handbag collection and Montegrappa writing instruments; Bvlgari, which is offering an invitation-only boutique tour and brunch; and Vicky on Rodeo, featuring a breakfast special during the event.

Organizers also announced that Rodeo Drive Celebrates Timepieces and Fine Jewelry will return Oct. 5-9.

For information, visit rodeodrive-bh.com.