If you’ve ever wondered what it takes to be styled to the max in Beverly Hills, wonder no more.

In this video, we follow fashion expert Joe Katz on a pre-Covid trip to Rodeo Drive, eschewing Gucci and Dior to get better acquainted with Bijan’s highest-ticket menswear.

The brand’s shocking yellow signature colour is splashed everywhere, featuring designs so sumptuous they border on illegal. Unsurprisingly, just outside the store is a yellow parking metre and a rotating roster of marquee yellow vehicles – a Buggati Veyron, a Rolls Royce Phantom, an Aston Martin Superleggera – are displayed in a Bijan-designated parking space.

The opulence on show may be brash, but its popularity remains undisputed – to date Bijan has dressed presidents, heads of state, celebrities, tech billionaires and everyone in between – and chances are good its lemon sizzle will continue to zing.

View the original video here.