In 1961, Fred Hayman was the first person to open an exclusive women’s fashion store along Rodeo Drive. His boutique was called Giorgio Beverly Hills and he earned the nicknames “Mr. Beverly Hills” and “Mr. Rodeo Drive.” That brand is gone, but this luxury menswear boutique has a similar name: Giorgio Amani. The famous Italian fashion designer was the first recipient of the “Rodeo Drive Walk of Style Award” in 2003.