Alternative Apparel is known on the West Coast for its effortlessly cool aesthetic, which was clearly reflected in their fall/winter 2010 show -- a perfect blend of high-octave glamour and low-key California style. "The line is all about street-wise sensibility with an edge," chief creative officer and founder Greg Alterman said at last night's show, held at Alternative Apparel's Fashion District headquarters in Los Angeles. "These pieces are chic, smart and practical -- a much-needed response to the current economic client and global value shift in the fashion world."

Drawing heavily on classic 1930's Americana, the slouchy and bleached-out farm boy looks were classic and well-fitted, eventually giving way to a parade of feathered saloon girl attire. After the show, which was attended by Nikki Reed, Krysten Ritter, and Shenae Grimes among others, the party got going with music by Brent Bolthouse and cutesy country fair-style snacks like candied apples and mini hot dogs. As a smashing finale, indie band The Walkmen closed the night with a rousing set.