The celebrity annexation of Montecito—the Sussexes, Gwyneth Paltrow, Ellen DeGeneres, and Oprah are all at the ramparts—shows no signs of slowing down. And, naturally, retail is following. It seems that a full-blown shopping invasion is imminent, led by premium, founder-led D.T.C. darlings, and made evident, in part, by the weekend queue of Broncos and Bentleys pulling up at the Montecito Country Mart and Rick Caruso’s $2,000-a-night Rosewood Miramar.
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