About Us

The pace of the city

Los Angeles doesn't move like Moscow or New York. There's no single business core here, no one dense restaurant strip — there's Beverly Hills, Bel Air, Malibu, West Hollywood, Brentwood, Pacific Palisades, Hollywood Hills, and each of those neighbourhoods runs on its own clock. A client can dine at Spago on Canon Drive, sleep at a residence in Malibu and fly out of Burbank to Aspen in the morning — we don't comment on it, we organise it.

The main rhythm is set by the entertainment industry. Premieres at the TCL Chinese Theatre, after-parties at Soho House West Hollywood, agency dinners at Mr. Chow, quiet conversations at the Polo Lounge inside Beverly Hills Hotel. Eighty percent of our LA meetings fall on Thursday, Friday and Saturday between seven in the evening and two in the morning, and during those hours we keep an extended manager shift on duty, because choices are made fast and the drive from Beverly Hills to Malibu down PCH is forty minutes on a bad day.

The season

January, February, March — LA's headline season. Golden Globes, SAG Awards, Critics Choice, BAFTA Tea, Oscar week — it all rolls in as a wave, and every event drags pre-dinners and after-parties along with it. Through that wave we bring in extra models from San Francisco and Las Vegas; to lock a particular one for the final weekend before the Oscars, you need to book two weeks out, no later.

April — Coachella, and part of the demand shifts to Indio and Palm Springs (a separate format, agreed as a "2-3 day trip"). May-June — the return wave from Cannes: guests fly from Nice to LA via London or direct, and that's a tight four to five days of accompaniment back-to-back. Summer is quieter — clients are on yachts in the Mediterranean or in the Hamptons. September picks the tempo back up: TIFF follow-ups in West Hollywood, Emmy season. December — the Art Basel wave reaches across from Miami and lands in LA too.

Where we work

Beverly Hills — our main neighbourhood. Beverly Hills Hotel on Sunset, Waldorf Astoria and The Peninsula Beverly Hills on Wilshire, Beverly Wilshire and Montage Beverly Hills, Spago on Canon Drive, Mr. Chow on Camden, Cipriani on Beverly. Bel Air — Hotel Bel-Air in the canyon; we send models there when the client wants maximum privacy and doesn't want to run into the paparazzi who occasionally stake out Beverly Hills Hotel.

West Hollywood — Sunset Tower, Chateau Marmont, Mondrian, Sunset Marquis. This is music-industry territory and a younger entertainment segment; less formality, more lounge format. Malibu — Nobu Malibu on Pacific Coast Highway, private homes along Carbon Beach and Broad Beach, occasionally Surfrider or Calamigos. Malibu from Beverly Hills is a forty-minute taxi in clean traffic, up to ninety minutes on a Friday evening.

Pacific Palisades, Brentwood, Hollywood Hills — client residences. We come there by arrangement, usually for returning clients. Downtown LA isn't our primary zone — it's mostly the business segment, the Ritz-Carlton and InterContinental, and we work it on request, but not as a flagship entertainment-industry location. Burbank, Studio City, Universal City — the studio belt, also on request.

Etiquette and dress code

LA is relaxed luxury. It's not London with its strictness and not Dubai with its open opulence. Casual chic works here: a model in good-brand jeans and a silk blouse reads as "local", while a long evening dress with diamonds reads as "from out of town". We know that and we match to the location. At Chateau Marmont sneakers are fine — that's part of the place's DNA, musicians and directors come in trainers. At Spago Beverly Hills they aren't, dress code is blazer-required, and the maître d' will quietly turn you away.

The Polo Lounge inside Beverly Hills Hotel is its own category: pink grande dame since 1912, Old Hollywood mood, and the model arrives in something light but considered — sundress, slip dress, definitely not floor-length evening. Hotel Bel-Air invites a more closed format: the canyon, the quiet, Wolfgang Puck's restaurant — there a model goes in a more evening look, but without overstating it. Nobu Malibu — beach chic, not beach casual; silk, light dresses, no flip-flops.

Award-season events are a separate chapter. The model doesn't go there; you go alone, or we set up a "private after-party at the client's" format where the model arrives after the official portion. That works subtler, and we walk through the details ahead: the route, the meeting point, the under-the-radar dress code.

Things we say plainly

The minimum slot in Los Angeles is two hours, $1,200. We don't take less: between Beverly-Hills-to-Malibu traffic and the basic logistics of a meeting, it just doesn't make economic sense for the model or the client. Four hours — $1,500, a night (8-10 hours) — $2,500, a day (12 hours) — $4,000, two days — $6,000. The media segment is a separate pool, $3,500 for two hours and $5,000 for four, opened to returning clients after several successful collaborations.

We don't work mass events without a personal client — hostess functions at corporate events aren't our format. We don't share model photos with third parties — that's the first thing agreed at the discussion stage, and breaking that point means closing all future contact. We don't work with requests where the client initiates contact through unfamiliar channels; the only official entry is Telegram @Apex_concierge.

We've been in the industry since 2012. Los Angeles has been in our work since 2018, when we opened the West Coast.