Fashion Passion was founded in 2005 on University Avenue in Palo Alto, California as a privately-owned boutique. The store quickly achieved popularity because of its unique, hand-picked imported collections from all over the world, including Paris, Milan, London, and New York. In 2007 and 2008, Fashion Passion and other University Avenue boutiques held a widely-acclaimed and televised Bay Area fashion show.
In 2009, Fashion Passion was incorporated and began to set sights on exploring new markets as well as a new location. Later that year, Fashion Passion, Inc. moved its flag boutique from the long-time University Avenue location to the famous Stanford Shopping Center. At Stanford Shopping Center, the Fashion Passion, Inc. boutique continues to enjoy great success and bring joy to its returning customers and new customers alike as an oasis of European styles in Silicon Valley.