Lucky Brand hosted the FW17 collection preview and cocktail party at Rolling Greens in Los Angeles on May 12th, 2017. Editors and celebrity stylists gathered to walk through the collection to experience the aesthetic of Lucky Brand's heritage, during one-on-one appointments with CEO Carlos Alberini and Chief Creative Officer, Kin Ying Lee. Guests enjoyed a live art activation by Lucky Brand collaborator Lot, Stock and Barrel, who custom embroidered a denim jacket that was raffled off at the end the night. Guests enjoyed Lucky-branded henna art provided by LA Henna and a DIY floral arrangement bar courtesy of the Rolling Greens team.

Following the preview, DJs Amy and Minh Pham kept the crowd dancing to their favorite throw-back jams, in addition to a live musical performance by Korey Dane. Food was provided by Jack Daniels and Soho Taco along with cocktails and refreshments by Jack Daniels, Dulce Vida Tequila and Dream Pops. Special guests included Olivia Culpo, Ashlee Simpson-Ross, Evan Ross, and Jaime King. During the preview and cocktail party, guests were able to take home a denim tote or denim apparel piece custom embroidered by Imprint Revolution.