Support the Yucca-Vine Tower's HCM Nomination before City Council votes on May 31, 2024.

Decades before Capitol Records arrived on Vine Street, the block north of Hollywood Boulevard was projected to be Peacock Alley, a high-class fashion district. Vine Street, circa 1940, looking south to Yucca Street Its trendsetter: Jean Swartz. The couturier — whose creations were “as modern as tomorrow” — opened her headquarters in 1931 at the southeast corner of Yucca Street.

Esther Ralston Who wouldn’t want to look like a Hollywood star? Esther Ralston — “The American Venus” — cashed in on her famous face in 1931 with an eponymous beauty salon at Cahuenga Boulevard and Yucca Street. “The perfect shop for the particular woman,” Esther’s prided itself on being an expert in “all lines of beauty culture,” offering facials, massages (manual and electric), permanent hair waves, a marble plunge pool, gymnasium for weight reduction, and baths of all vari