Blasblog: From Theory To Terry On Fashion’s Night Out
To put it mildly, my Thursday night plans were ambitious. For Fashion’s Night Out (or F-NO! as some of us were calling it), my pit stops would be the following: Theory, Rag & Bone, Intermix, Burberry, 3.1 Phillip Lim, Prada, Miu Miu, Armani, Oscar de la Renta, Missoni, the Vogue Alumni House, Opening Ceremony, and the dance party at the Jane Hotel. Now, looking back on the night, making 10 out of 13 ain’t bad. The night consisted of highs (a beer handed to me by Miss Jessica Stam at Rag & Bone; a private concert by none other than de la Renta himself), and lows (Lily Donaldson kissed me on the cheek from her DJ booth at the Soho Burberry store and commented on my profuse sweating; I tripped down the stairs at Miu Miu right after Alexa Chung dedicated a song to me during her DJ set). But the overall consensus was that the night’s objective—making shopping fun again—was achieved. I even caught Lim and his co-host, Irina Lazareanu, skipping their party to support the Opening Ceremony fête down the road, as evidenced by this picture. However, on the retail front, my biggest shout-out has to go to my first stop, Theory—and not just because they asked me to style a mannequin and put my name really big on the window. While some labels blew the bank on flying in celebs, Theory decided to woo its biggest shoppers, who would be lured into purchasing by endorsements from fashion professionals. Fashion folk from Kate Young to Elizabeth Saltzman Walker were asked to style their looks, as if to create, as Young put it, “The Sartorialist come to life.” The result was big sales at the Meatpacking District store. “We invited our best costumers from all over the city, and even the suburbs,” Theory’s Andrew Rosen explained. “Long Island, New Jersey—we shipped in all the customers we appreciate the most.” Melissa Weiss Gellman, his head of PR, chimed in: “Yep, we sent cars for my mom’s entire bridge club in Jersey. They’re all coming in for the shopping.” I wrapped up my night with dinner at the Bowery Hotel. “I haven’t seen the streets like this since the eighties,” Terry Richardson said. Let’s just hope between cocktails the kids remembered to buy stuff.
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