The Byrne Notice—a brand-spanking New York lifestyle site—may be monikered after Fiona Byrne (pictured, left), but it’s not another personal branding exercise. “I don’t want to put my diary on there,” says Byrne, the British expat journalist whose last project was Naag.com, which she launched with Agyness Deyn. “It’s for me and my friends and people who are growing up like us, but it’s also authoritative. We say ‘we,’ not ‘me.’ “
Judging by the flock at last night’s Byrne Notice launch, co-hosted by J Brand, it’s a very royal “we” as far as downtown sovereignty goes. The designer posse that turned out to Acme for the fête included Eddie Borgo, Chrissie Miller, Rebecca Minkoff, and Christian Siriano, whose Chelsea lodgings were just featured on the site. “I didn’t mean it to be as fashion-y,” Byrne said as Jenne Lombardo and Opening Ceremony’s Kate Foley passed by, “but it just seems to come to me.” Though good old fashion makes up the bulk of the content, Byrne seeks to make the site a comprehensive guide to the styled life. Of her epicurean philosophy, she said, “If you have a salted caramel anywhere on your menu, I will go there. I like Laboratorio di Gelato, I love Miss Lily’s. But I’ll also go to Starbucks and get one of those caramel iced things—I’m not a Blue Bottle snob.” Swag aspirations tempered with populist good humor? Noticed.