Itching to expand her horizons beyond theater direction and acting, Gita Zeltzer began conceptualizing XCVI in the mid 1990s. She was influenced by the multi-layered cultural element of Los Angeles, California, and she saw the “urban chaos” as a muse. Gita was inspired by the spirit of what others considered “everyday.” In creating XCVI, she discovered that contemporary fashion was a new and dynamic space for her artistic expression. It was in 1996 (or XCVI, in roman numerals) that Gita introduced the first season of XCVI from a storefront on the famed Melrose Avenue. The success of the line and its ability to resonate with so many types of people demanded that the team hire another designer to keep up with demand. Gita, together with designer Lilia Gorodnitski, manifested a shared vision: to develop wearable, moveable, breathable clothing for women who believe in style, but also believe in comfort. Today, XCVI is a cut-to-order operation, and works with retailers all over the world.