Mama's A Rolling Stone Magazine » CULTURE

This Week’s Top Ten

Bryna — Sun, 05 Feb 2012 20:00:14 +0000

Must Read: IMPACT: 50 Years of the CFDA

Bryna — Thu, 02 Feb 2012 19:00:58 +0000

The impact of the Council of Fashion Designers of America can be felt far and wide, but if you want the true history, make sure you check out this new book, IMPACT: 50 Years of the CFDA, by Patricia Mears. With an introduction from Cathy Horyn and a foreword from Diane von Furstenberg, the current president of the CFDA, this book is sure to have all the nitty-gritty details.

So, what will you find inside? Mears has written an essay on the history of the CFDA, which is anchored with over 300 “personal impact statements” from some of the designers that the CFDA has helped propel to stardom—including Alexander Wang, Donna Karan, Marc Jacobs, and Ralph Lauren, just to name a few. In addition, you will find never-before-seen images from these designers, highlighting the true impact that the CFDA has had on their careers.

IMPACT: 50 Years of the CFDA ($60) is available now at Amazon.com. The book accompanies the upcoming exhibition of the same name, which will take place at The Museum at the Fashion Institute of Technology in New York from February 10 through April 17.

Susan Ashbrook On Product Placement, Brangelina, and Ralph Lauren

Bryna — Wed, 01 Feb 2012 17:00:43 +0000

While you may not have heard of Susan Ashbrook, you have definitely seen her work in action. Susan is responsible for introducing Monique Lhuillier to Britney Spears and Escada to Kim Basinger, to name just a few of her celebrity/designer match-ups. Now, Susan is revealing how she created these partnerships, plus a whole lot more, in her new book, Will Work for Shoes. We sat down with Susan to discuss the nitty-gritty of product placement, celebrity seeding, and what she plans to do next. Read on!

Can you tell us a bit about your career in product placement and how you got started?
I was working for Los Angeles-based fashion designer Richard Tyler, as his Director of Public Relations. Richard had many big-time celebrities as clients, such as Julia Roberts, Anjelica Huston, and Mick Jagger. What he didn’t have was publicity and name recognition. I started calling fashion editors to tell them about Richard and mentioned his celebrity clients. They started writing about him and publicity followed. At about this same time, I decided to create my own business representing fashion designers—essentially, becoming an “agent” for them—to connect them to Hollywood.

Your first client at your company, Film Fashion, was Ralph Lauren. What was it like to win such a big name as your client and how did your relationship with the brand develop?
Ralph Lauren was a big deal for my budding business. Mr. Lauren is an arbiter of style and marketing, so when I had meetings with other brands and possible new clients and mentioned that Ralph Lauren was a client, people listened and wanted to know more. Unfortunately, I only worked with his company one time. It was the year he launched his women’s evening collection, which featured popsicle-colored column gowns. These were not big hits for the Oscar red carpet, so I wasn’t successful in helping place a gown or two on the Academy Award red carpet. I did help introduce him to some stylish men who wore his tuxedos, though.

Your book is considered a guide to product placement. What would you recommend to up-and-coming designers who want to place their products in the public eye?
I list the steps and tips I learned over 20 years of doing it for many designers, shoe brands, handbag brands, t-shirt brands, jewelry brands, and more. One tip is to put a “target list” together matching your brand with the right demographic of celebrity—in other words, give the match-up some thought. If you are a tattoo-inspired t-shirt brand, Julia Roberts probably isn’t a good match-up for your business! Using photographs and writing a brief introduction letter is important too. What sets your business apart from others?

What effect can a celebrity have on a company if that celebrity is seen with your product? How “big” is the effect?
Here is a story about a striped Express dress that made a big difference in sales for the brand—through celebrity marketing. Sometimes it’s not just about sales, it can be about name recognition and the internet. Kim Kardashian has over ten million Twitter fans—just slightly less than President Obama!—so if Kim writes about your brand, you are reaching ten million of her fans.

Often, the same product is given to several celebrities in a tactic known as “seeding.” How do you ensure this tactic will work? Can you guarantee it?
I’m not a big fan of celebrity “seeding.” There is no guarantee and if your product is pricey, you can spend a lot of money with no measure of success.

You have been part of some big moments in fashion. What would you say is your biggest success story?
I have so many great stories—and I share a lot of fun ones in the book! I’m working with French fashion designer Hervé L. Leroux now and I am enjoying seeing celebrities discover his beautiful dresses. Hervé is the original founder of Hervé Leger, but he sold his company and name to BCBG so he needed to reinvent himself. Katherine Heigl just wore one of his gowns to the New York premiere of One For The Money. She helped bring attention to his brand and we noticed a big upswing in fashion retailers in the United States interested in Hervé L. Leroux.

Are there any particular celebrities who won’t accept free items? Are there any particular celebrities who always accept free items?
Angelina Jolie and Brad Pitt are known to pay for products. Handbag company Jamah sold eight messenger bags to Brad Pitt, who would not accept them for free. Most reality stars accept free items knowing that their “shelf life” is short.

What is the craziest thing you have ever done to get an item into the hands of a celebrity?
I won’t do anything crazy—I prefer to do things in a businesslike manner. After all, product placement is a profession and a business.

Who are the easiest designers/brands to work with?
Anything that can be seen on a celebrity. A celebrity can get photographed going to Starbucks!

Lastly, now that you have published this book, what are your plans for the future?
I love to speak to entrepreneurs and small business organizations and I look forward to more speaking engagements. I am speaking on February 14 at MAGIC Apparel’s seminar in Las Vegas. I also still consult for brands, often using brief phone conversations to offer shortcuts to anyone interested in celebrity marketing. A second book might be in the works too!

Will Work for Shoes ($22.95) is available now at Amazon.com.

Ruby Tuesday

Bryna — Tue, 31 Jan 2012 22:00:02 +0000

Watch this behind-the-scenes video of the making of Willow’s latest lookbook.
Elizabeth Olsen discusses her sisters and her favorite food haunts.
This is “Shit Oscar PR Girl says.”
Watch Karl Lagerfeld interview himself.
Garance Dore has a YouTube channel.
Take a look inside the home of designer Charlotte Ronson… or try Mary Alice Stephenson instead.
Alice Dellal discusses working with Chanel.
Roberto Cavalli has a blog.
Stylist Kate Young loves Tilda Swinton.
Take a tour of Nanette Lepore’s studio.
This is the Rodarte guide to Buffy the Vampire Slayer.
Manolo Blahnik discusses good design, true style and the most tragic moment of his life.
Spend 134 minutes with model Sara Ziff.
Cathy Horyn reveals the dresses she would pick for the Oscars.
This is what it costs to send a celebrity down the red carpet.
WhoWhatWear’s Katherine Power answers 10 questions.
Tavi is a cartoon now.
Paulina Porizkova discusses being a former punk.
Willie Christie discusses life with ex-wife Grace Coddington.

This Week’s Top Ten

Bryna — Sun, 29 Jan 2012 20:00:57 +0000

Ruby Tuesday

Bryna — Tue, 24 Jan 2012 22:00:13 +0000

Take a look inside the home of Minnie Mortimer.
Spend a day in the life of Garance Dore.
Go behind the scenes with Chanel on its latest campaign shoot.
Here is an interview with Jonathan Saunders.
Tommy Ton has captured the street style from the men’s shows… and here are some backstage photos.
Tavi Gevinson discusses her life.
Marc Jacobs discusses the key to happiness.
Take a look inside the closet of Mary Alice Stephenson.
This is what DKNY PR Girl’s office looks like.
Here is an interview with Annabelle Dexter-Jones.
This is a blog dedicated to the style of Harper Beckham.
Louis Vuitton’s Kim Jones discusses his inspiration.
Take a look at the desks of some of the coolest creative in Los Angeles.
Here is the closet of a Lucky Mag illustrator.
Lady Amanda Harlech likes getting her hands dirty.
Karlie Kloss has a Tumblr.
Preview the acting debut of Daphne Guinness.
Karl Lagerfeld has been interpreted by closed captioning.
Actress Ashley Madekwe shows off her house.
Watch Sofia Vergara and Ellen apply makeup.

Mixtape

Bryna — Tue, 24 Jan 2012 15:00:55 +0000

Born To Die by Lana Del Rey
The Lion’s Roar by First Aid Kit
Somebody That I Used To Know by Gotye
How Come You Never Go There by Feist
Lafaye by School of Seven Bells
Hurry Hurry by Jessie Baylin
Shake It Out by Florence + The Machine
Sail by Awolnation
Little Talks by Of Monsters and Men

This Week’s Top Ten

Bryna — Sun, 22 Jan 2012 20:00:56 +0000

Ruby Tuesday

Bryna — Tue, 17 Jan 2012 22:00:00 +0000

Here is a preview of Alber Elbaz’s new book.
Fern Mallis is enemies with cilantro.
Watch a behind-the-scenes video from the Gucci campaign shoot.
There is a new breed of fashion bloggers in town.
Watch this video spoofing street style blogs.
Take a look inside Piper Perabo’s apartment.
Moda Operandi’s founder discusses the site, Taylor Tomasi Hill, and more.
Take a look inside the company that makes Chanel’s iconic shoes.
Meet the power stylists of Hollywood.
Take a look inside the apartment of a Teen Vogue editor.
Here is a sneak peek at the upcoming Yves Saint Laurent retrospective.
Here are some photos from Grace Coddington’s modeling days.

This Week’s Top Ten

Bryna — Sun, 15 Jan 2012 20:00:43 +0000