At his headquarters in Florence, Alabama, designer Billy Reid has built a brand with a global appeal. Now, the designer is bringing his Southern charm and classic American aesthetic to the West Coast with his residency at the Forum store in Los Angeles. Here, the CFDA Award winner talks fashion retail, some of the must-have products, and his plan for the holiday season.

How do you feel about the state of retail? 

Certainly, traffic has slowed at retail for everyone. More than ever, staying engaged with your loyal customer base and finding ways to keep in touch through personal shopping and services is the key to remaining resilient.

Why do you want to be a part of the Forum shop?

It provides an excellent opportunity to be a part of a larger collective that gives fresh exposure to a discerning customer base in a wonderfully curated environment.

What are some of your favorite products, and/or elements from the store? 

The Forum offers a wide assortment of lifestyle product ranges at varying price points and that is exciting to be in that mix. They do a wonderful job at narrowing the offerings and I love the jewelry assortment for gift giving choices.

What is keeping you inspired these days?

I’m spending more time at home these days. I always get inspired by home projects like building out a kitchen at our cabin and finishing the basement at a rental property. That energy of making spills over into the collection and all things creative, especially as we are working on lifestyle extensions for 2021/22.

How will you be spending the holidays this year? 

We are keeping our festivities to immediate family this year. We like to cook everyone’s favorite things and just enjoy the family time. Hopefully, we can all branch out to larger get-togethers in the near future. Until then, let’s all stay safe!

Head to Forum West Hollywood, located at 8406 Melrose Avenue in Los Angeles.