‘Lucky’ Goes Hollywood

Shopping magazine takes blogger conference to L.A.

Tech startups aren’t just for geeks in their garages anymore. Celebrities, eager to share their fabulous lives with the rest of us, are the new digerati.

Shopping magazine Lucky is hopping on the trend, taking its FABB: The Fashion and Beauty Blog conference from New York to Los Angeles for the first time. It’s lined up an impressive list of celebrity guest speakers, including Jessica Alba, Elizabeth Banks, Zac Posen and Randi Zuckerberg.

Brandon Holley, the editor in chief of Lucky, said having the event in L.A. lets the magazine tap into the blogger community there as well as the growing number of startups coming out of Hollywood.

“Celebrities are turning into geeks, and they’re fashion-y,” said Holley. “It’s this neat confluence of designers and celebrities that Lucky is happy to host. It’s the worlds we feel like we’re pretty fluent in.”

FABB West will have panels and keynotes on topics like “What Fashion Can Learn From Hollywood,” “Monetization for Bloggers” and “Working With Brands the Right Way.” In September, FABB will return to New York, when for the first time Lucky will add a second day for brands, bloggers and startups to cross-pollinate. “This is a very nascent idea, but what we’re thinking about is, could a consumer brand also benefit from a business startup that would help their business?” Holley said.

P&G Beauty & Grooming will present the event, which will take place at the Annenberg Community Beach House in Santa Monica on April 30. Sponsors will include Zappos, Samsung and LeSportsac.