8 posts tagged "Gilt Groupe"
The Spring 2013 issue of Du Jour, the online and print magazine that caters to Gilt Groupe‘s top spenders, has an unlikely cover girl. Out today online and the first week of March in print, the new issue features Kim Kardashian, who, shot by Bruce Weber, appears in her first pregnancy photo shoot. Weber lensed two covers: The first, which debuts above, shows Kardashian dressed up like a Tahitian princess (although, with a floral Du Jour crown hovering about her head, she looks uncannily like a Madonna), while the second depicts her, sans makeup, emerging from a pool. The pared-down photographs were taken at Weber’s Miami home. “We had come off this moment where we launched with Christy Turlington and were lucky enough to have Nicole Kidman on the second cover, with Patrick Demarchelier shooting, and we wanted to try something a little bit different,” says Nicole Vecchiarelli, who serves as the magazine’s co-editor in chief, along with Keith Pollock.
Now one might not think a reality-TV star would appeal to the magazine’s high-net-worth readers, but Vecchiarelli believes Kardashian will capture their interest. “We realized that everyone has an opinion about her. Our idea was that any audience would be able to appreciate seeing someone who they may view in a certain way reshape her image. It was an artistic endeavor, and I think there’s a lot for our audience to really delve in to, whether they’re personally into her or not.” Vecchiarelli adds that the interview with Kardashian, written by Du Jour‘s editor at large Alyssa Giacobbe, reveals that as she approaches motherhood, the reality queen is rethinking her approach to privacy and how she connects with her fans. What’s more is that Weber chose do draw visual comparisons to Kardashian and Elizabeth Taylor (there are even a few images of Kardashian leafing through books about the actress). “Could she ever be an Elizabeth Taylor or Marilyn Monroe personality of her generation? If she [were to become that] it would be because she’s continued down the road that she did with Bruce—opening herself up to different ideas and pairing herself with different kinds of people.”
Only five years since its founding, Gilt Groupe has a strong claim on the hour of noon. At 12 p.m. EST, Gilt’s online-only sales offer discounted designer merchandise to an invite-only crowd that now numbers in the millions. What began with fashion, accessories, watches, and jewelry has grown to include travel, food, full-price menswear, and more. Co-founders Alexis Maybank (left) and Alexandra Wilkis Wilson are still at the helm, and this week, they publish By Invitation Only: How We Built Gilt and Changed the Way Millions Shop. The two spoke with Style.com about the company then, the company now, and where “the store in your pocket” is headed to next.
Give me the capsule history of Gilt Groupe. How did this all come about?
Alexis Maybank: Alexandra and I actually met in college, but it was really about five years later, in graduate school, where we spent the most time together. Two years after business school is when we started working on the concept of Gilt Groupe. Gilt Groupe came about as a work of five founders; it was a series of ideas, or “aha” moments if you will, that brought us to the idea that became Gilt Groupe. So for one, one of our co-founders, Kevin Ryan, spent a lot of time in France with his wife, who is French, and noticed a similar model starting to take off over there and thought this could do well in the U.S. Alexandra and I had always popped out of our offices in midtown to jump into friends-and-family invite sample sales—Zac Posen or Fendi or whatever it might be. And we loved that, and rain or shine seemed to make it to them. We took that passion and excitement for the sample sale, the little-known event that was hard to get access to but had a frenzy appeal once you got there, and thought that this could be something fantastic to take to a broader audience online.
The high fashion world is typically quite closed and hard to infiltrate, and has been, at least in the past, resistant to the idea of online. Did you have to convert people at the outset to get people involved?
Alexandra Wilkis Wilson: Of course! When we launched November 2007, many of the brands that we were working hard to convince to sell with us, many of them didn’t even sell online for full price, forget about at a discount.
AM: The process of convincing brands was [Alexandra's] full focus; today we work with over 6,000 brands, and the majority she convinced to come on. But at that time back in 2007, if you remember, there were very few places online to shop for luxury goods. It was not just convincing them that going with Gilt and doing it in the environment they’re offering and making them comfortable with the nontraditional aspect of the site, showing the beautiful kind of editorial aesthetic that we were bringing to sell their product on models, with makeup, with a full look and design, was really appealing to them. But Alexandra really was first kind of educating on selling on the Internet and e-commerce and what it could do before we even started talking about Gilt Groupe. It was almost like a two-stage process with every brand we spoke to. Continue Reading “Gilded Age” »
Sir Peter Blake, the man who created the Beatles’ Sgt. Pepper’s Lonely Hearts Club Band album sleeve, has designed a collection for Fred Perry. The legend talks about Blank Canvas on Hint.com. [Hint]
Zac Posen will open a Z Spoke boutique in New York’s Meatpacking District. This will be Posen’s first store for Z Spoke, the designer’s second line at a more contemporary price point. WWD reports the boutique will be on Washington Street (between 13th and 14th Streets) and is expected to open August 25. [WWD]
Editors, stylists, and photographers have been buzzing about the new IMDB of fashion, MyFDB.com. What many people didn’t know is that Zoe Saldana and her fiancé, model Keith Britton, are the duo behind it. MyFDB.com will catalog every magazine shoot, cover, and campaign a model, photographer, makeup artist, or celebrity is involved in. Coming soon: MyFDB Vintage. [Vogue U.K.]
The Gilt isn’t gone, yet. After reports the Gilt City Hamptons House could be shut down due to noise complaints, Gilt reps say the party will go on this summer at a new venue. [Page Six]