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His modern showroom and atelier reflect the upscale aspirations of this city's apparel industry, which is yearning to raise its profile -- even though it already dictates what much of the world wears every day.

"It would be nice for people to be more open-minded about designers in L.A.," said Rodriguez, whose creations are sold in famous retailers like Neiman Marcus and Harrods. "They're surprised the collection is from L.A."

Los Angeles fashion insiders are tired of playing second fiddle to New York, which they describe as slow-moving and staid. Today's fashion, they say, thrives in this city of palm-lined streets whose lifestyle is coveted the world over.