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No matter a woman's size or shape, Bill Loya was always able to make them look fashionable and feel fabulous.

"Bill has been such an icon of fashion," Robin Eliason said of her long-time friend who died of cancer Tuesday, one day after turning 69.

A graduate of South High School, Loya began his fashion career in the 1960s at Salt Lake City's European-inspired boutique, Adrien 'n Emilie. "He started there part time when he was very young," said his wife of 45 years and business partner Sharon Loya. "He did their displays and traveled to Europe with the owners and he built a clientele, some of whom he still had."

The Loyas later opened BILL LOYA, a women's clothing boutique in Salt Lake City's Foothill Village shopping center. The shop carried designer labels such as Calvin Klein and Donna Karen and the Loyas traveled to New York several times a year to learn the trends and stock their store with one-of-a-kind pieces that couldn't be found anywhere else in the city.

Loya also helped pioneer trunk shows, bringing in entire clothing lines of major fashion designers. During the clothing store's 27 year run — which included moves to The Gateway and then back to Foothill — top designers such as Todd Oldham and Isaac Mizrahi visited the store.

In recent years, the retail industry changed making it difficult for small independent shops to survive and the Loyas closed their shop in 2010. They continued to do fashion events and trunk shows.

"He just knew what worked for each individual," said Sharon Loya. "And the longer he knew someone and understood their style and lifestyle he knew what they needed. He could make anybody look great no matter their size or shape." A life-long member of the Greek Orthodox faith, Loya sang in the church choirs at both Holy Trinity Cathedral and Prophet Elias Church. He also was generous, staging numerous fashion shows throughout the years to benefit various charities.

A viewing for Loya is Tuesday, Sept. 8, from 6 to 8 p.m. at Holy Trinity Greek Orthodox Cathedral, 279 S. 300 West, Salt Lake City. Funeral services will be Wednesday, Sept. 9, at 11:30 a.m. also at the Cathedral. Interment will be at Mount Olivet Cemetery, 1342 E. 500 South, Salt Lake City.