Barneys New York is concentrating on the West Coast as it celebrates its 20th anniversary this fall.

According to WWD, Barneys is giving its Beverly Hills flagship a facelift, opening a Fred´s restaurant in its L.A. store and renovating the former Co-ops at Santa Monica Place and the Americana at Brand in Glendale.

In honor of these events, the brand has enlisted Bruce Weber to shoot its fall campaign, “L.A. Stories.”

The campaign features 76 individuals that represent an array of L.A. dwellers, from the elite (Cuba Scott, artist and granddaughter of Ridley Scott) to the everyman trying to catch a break (James Liddell, a pizza delivery man and aspiring filmmaker) with a variety of students, models, artists, businessmen and businesswomen mixed in too, as WWD reported.

“I´ve been going to L.A. for so many years now, and I realized by working on these photographs for Barneys that there were so many neighborhoods I never knew existed,” Weber told Barneys New York.

The fall campaign has made its debut in the windows of Barneys´ Madison Avenue location this weekend.

In addition to the Weber-shot images, Melodie McDaniel had been brought on by Barneys to create a short film that focuses on the Heart of Los Angeles, a charity dedicated to underprivileged youth in L.A., as WWD reported.

In July, it was announced that Prada´s womenswear collection would make a return to Barneys, after a three-year hiatus that began after Prada´s request to lease its brand within Barneys was rejected.

“You don´t need me to tell you that Prada is without a doubt one of the most important designers in the world,” Barneys CEO Mark Lee told WWD.

“Obviously, we survived [without Prada women´s ready-to-wear]. But if I close my eyes and think about the five or 10 brands most important to the history of Barneys, and most synonymous with what Barneys stands for and with Barneys´ aesthetic, Prada is on that short list. We have things in common in terms of modernity, so it´s great for us to have that back.” 

What are your thoughts on Barneys´ West Coast events?