CIty of Stars
In my podcast episode with Guillermo Zapata, we didn't just talk about the grit of the restaurant business or the "angel vs. devil" archetypes in his new film, The Clouds. We touched on something deeper: the visual language of the city.
Guillermo is a man of immense style, but as he explained, style is merely a symptom of respect—respect for the city that "polished" him and the people who inhabit it.
This philosophy is the heartbeat of his new fashion brand, City Of GZ.
Here is an analysis of the "City Of" DNA, based on the blueprint Guillermo shared during the show.
Guillermo Zapata and Axel Axe meet for the first time in Hollywood
1. The Origin: A Debt of Gratitude to Los Angeles
Guillermo arrived in LA with $500 and a dream. Thirty years later, he is a pillar of the West Hollywood community. He created "City Of" as a way to give back to the geography that allowed him to "die and be born again."
The flagship line, City Of Star, is a direct tribute to the energy of Los Angeles. But it isn't about the Hollywood Walk of Fame; it’s about the internal light of the residents.
“I think in Los Angeles, every single person is a star. This city demands passion, good work, and everything a person can bring to life. I see them as stars. Every single one.”
2. The Aesthetic: "Simplicity is the Formula"
Guillermo’s style is heavily influenced by his French wife and his Argentinian roots—a blend of European elegance and raw Latin passion. However, for "City Of," he chose the path of sophisticated simplicity.
The brand is built on the idea that looking good shouldn't be a struggle. It is about clean lines and high-quality basics that allow the person wearing the clothes to remain the focus. Guillermo believes that your presentation is
Photo: Guillermo Zapata - Model: Cale Holland
3. From LA to Argentina
While the brand started with Los Angeles, the name "City Of" is designed to be a modular tribute to the world’s great cultural hubs. Guillermo mentioned his plans for City Of Beauty, a nod to Argentina and the city that raised him.
By branding different cities under one umbrella, Guillermo is creating a "Global Citizen" map. Whether you are in Paris, Buenos Aires, or West Hollywood, the brand represents a shared set of values:
Discipline: The effort to look your best every day.
Aspiration: The desire to continue growing, regardless of age.
Community: Identifying with the "stars" in your own backyard.
4. The Philosophy of the "Star"
During our talk, I asked Guillermo how he stays so energized in his 50s. He linked it directly to the brand’s mission. He believes that if you don't "age in your desire," you remain a star.
"City Of" is effectively the merch for the Resilient Dreamer. It’s for the person who, like Guillermo, is willing to be a dishwasher to become an owner. It’s for the person who understands that the "light at the end of the tunnel" is something you have to carry within yourself before you can wear it on your chest.
"City Of" isn't just a clothing line; it’s a love letter to the process of reinvention. It’s a brand for the people who realize that they are the "money" and the "art" of their own lives.
As Guillermo puts it, every single person in this demanding, passionate city deserves to be recognized. Now, they have the uniform to match that recognition.
"City Of" isn't just a clothing line; it’s a love letter to the process of reinvention. It’s a brand for the people who realize that they are the "money" and the "art" of their own lives.
As Guillermo puts it, every single person in this demanding, passionate city deserves to be recognized. Now, they have the uniform to match that recognition.
Guillermo Zapata is a reminder that in a world of manufactured influencers and engineered "viral moments," authenticity and a relentless work ethic are still the highest forms of currency.
Watch the full episode with Guillermo Zapata on YouTube to hear the full story of the "City of Star" and the making of Clouds.
