Daily Front Row

September 15, 2015

for all (She sends her love!)

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Shows, scoops, scandals…want more?

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A R T D I R : PA U L M A R C I A N O P H : D AV I D B E L L E M E R E

GUESS?Š2015

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SNACK ATTACK!

POLE DANCING!

With Maartje Verhoef

How was your summer?

I went away with my friends and went home to Holland, so I could be rested for Fashion Week. I also went to northern Italy.

Did you eat well?

Of course!

What was your favorite thing to eat there?

Pizza and ice cream. It was my cheat week!

With performer Erika Rodgers Where did they find you ladies?

We’re from different dance studios. A lot of us are from Body & Pole, New York Pole Dancing, and other studios around the city.

Where do you work?

I’m actually self-taught. I just practice on a pole in my room.

Had you heard of Alexander Wang before this event?

Lady Gaga Definitely! I love him!

I was ecstatic to get this gig.

Do you own anything from Alexander Wang?

Now I do! I get to take home this outfit.

Ludacris Nicki Minaj

OSCAR MOMENT!

With Laura Kim and Fernando Garcia You came from Oscar. What was it like working with him?

Laura: It was so much fun! He loved working, and loved to tease. If you didn’t fight back, he didn’t like it.

Fernando: He’d pick on you! He’d say, “Fernando, you’re eating too much rice!” He had a wicked sense of humor.

Did Oscar give you his blessing?

Laura: He didn’t believe I was going without a job. He thought I was going to Armani.

Fernando: We wouldn’t have gone anywhere else. We believe in relaxed glamour and we learned so much from Oscar. I think that comes across in the ease of the way the clothes are put together.

Where are you from?

Fernando: My family is from Spain, but I was born and raised in the Dominican Republic.

Laura: I was born in Korea, but spent my teen years in Canada. I came to New York to study fashion.

We understand the brand is named after Fernando’s mom.

Fernando: She’s here and very nervous! It was Laura’s idea.

Laura: I give her all the bills and say, “It has your name on it!” Just joking!

FA S H I O N W E E K D A I L Y. C O M

The Weeknd and Bella Hadid

FMAS RECAP!

YOUR DAILY DOSE

Anna Kendrick

ALTUZARRA DISCUSS

☛ Andy Warhol impersonators hanging Anna Wintour around outside Norwood had nothing to do with the Monse show, but the debut of designers Laura Kim and Fernando Garcia had an impressive turnout, and the clothes lived up to the hype. ☛ Another winner from Joseph Altuzarra. ☛ Hooters was on hand to toast Alexander Wang’s 10th anniversary. Same goes for Gaga and Zoë Kravitz, who took in performances by Tinashe, A$AP Rocky, Lil Wayne, and Ludacris.

HEARD “It was the highlight of her life. She got every copy in a four-block radius.”—Wes Gordon on his mom’s story in The Daily at his show. ☛ “We work with someone at Sony who tells us who are the hottest.

I really want to discover talent that’s growing and getting known.”—Rebecca Minkoff about her show’s musical guests.

Bit of a disconnect, perhaps? ☛ “She’s the best thing ever. I don’t know what life was like before.”—new mom Coco Rocha at Rebecca Minkoff.

FIRST-TIMER ALERT! Alicia Silverstone at Christian Siriano

TAKING A SPILL! With Ruth Wilson

MONSE

Thanks for presenting at the Fashion Media Awards!

It was so beautiful. It was interesting to see all different levels in public speaking. The most endearing thing was Taylor Hill, who was stunning walking up to the podium and couldn’t be more adorable saying how nervous she was. That was so damn cute! I couldn’t stand it. On the other end of the spectrum, you had someone like Laverne Cox, who gave the most emotional and incredible speech.

Why did you want to present to Robbie Myers?

She’s absolutely lovely and has a very kind spirit.

There can be a hardness and competitive feeling in the fashion industry. I’m an outsider, but that’s something I encounter sometimes. In the handful of times that we’ve met, she seems like she wants to take in everyone’s opinion and have that better her and the magazine.

What did you think?

I loved it. It’s up my alley. Casual and sexy. I’m thinking of things I can wear them to…I hope they’ll let me borrow them.

How do you know these guys?

Fernando worked on my Oscar de la Renta dress for the Met Ball this year. He was brilliant. He made it fit to my body and made it work. I didn’t know then that he was planning to do his own thing.

[Stylist] Erin Walsh, who I know really well, told me to come.

Have you ever had any fashion mishaps at awards shows?

Oh, yes. My manager Elise accidentally spilled champagne on my dress at the Tony Awards in June. I had walked the carpet already at that point, and I didn’t win, so thank God there were no stains all over me.

They would have written “Dirty Wilson” everywhere if I had won!

Is this really your first fashion show?

It was never the right timing. I wasn’t that into fashion when I was younger, because I was known for fashion because of Clueless, but it was never really my thing. I was in a fashion show in San Francisco one time when I was 8. I walked down the aisle holding a bride’s gown as a flower girl.

What do you think of it all?

It’s amazing. You see stuff about it and see glimpses of it, but to be here is pretty neat.

What’s your personal style at home?

I’m trying to step it up. I’m usually in sweatpants.

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S:10.25”

S:13”

Makeup artistry by Charlotte Willer. ©2015 Maybelline LLC.

BEAUTY MOMENT!

With Orlando Pita, TRESemmé’s stylist Tell us about the look!

It’s inspired by the first time Diane wore her hair curly. She had a side part and a flower holding her hair back. We’re using accessories that were decorated by a guy from Ibiza whom Diane met on vacation.

Was it your idea?

She showed me Renaissance paintings, but I saw a picture of her and said, “I’m into that woman!”

She started laughing.

u z B z Fix

Diane von Furstenberg

Gigi Hadid

DISCUSS

DVF

OUR BIANNUAL MOMENT!

With Fran Lebowitz Do you follow the industry?

No. It follows me.

You’re always there for DvF and Carolina Herrera. Do you go to anything else?

I have a rule that I have to have known you for a minimum of 30 years, which is how I ended up at Charlotte Ronson.

Even though she’s, like 32, I’ve known her since she was a baby.

(Editor’s note: Ronson is 38.)

Did you do anything fun this summer?

I moved.

Again?

Yes. I’m itinerant.

☛ “I’ve been having a moment my whole life!”—Anna Cleveland at DVF. ☛ “I always feel like a runway show is more for the designer’s creativity and not for the models. I never enjoyed them as much as I do shooting campaigns.”

—Kate Upton at DVF. ☛ “This collection is called Fortuna. She’s the Roman goddess of freedom.

A painting of her is the first thing I ever bought for myself.

She is barefoot, free in nature, with butterfly wings. It’s everything I celebrate!”—Diane von Furstenberg at her show. ☛ “Right now I’m probably giving you 6 feet 5. I’m wearing Giuseppe boots!”—Jourdan Dunn at DVF. ☛ “My youth.”—Nicole Phelps, on what she misses most about the ’90s, at Prabal Gurung. ☛

PRABAL GURUNG

Russell Westbrook

Prabal Gurung

PRABAL LOVE! With Laverne Cox

Everybody we’ve talked to has said you stole the show at the Fashion Media Awards.

That’s sweet, but I wasn’t trying to steal anything. It felt powerful for me to stand in that room of people who are fashion influencers and own every single part of myself. Not only for me, but for other people who don’t fit traditional ideals of beauty. I was so moved that Katie Couric showed up with David Greenberg. It was a huge honor.

You look gorgeous in Prabal right now.

We met during Men’s Fashion Week and I fell in love with him as a person. We talked about his foundation and everything he’s doing for Nepal.

I’ve been a fan of his clothes for many years.

He’s a visionary.

Do you get to keep the dress?

I don’t know! I never Kylie Jenner, Jennifer Hudson, and Gabrielle Union presume, but I do love this dress…

With Gigi Hadid

Thanks for coming to the FMAs! It was so fun. I loved it. For me, the highlights were Laverne Cox’s speech, and her presenters.

What did you think of Lynn Hirschberg’s assertion that you’re connected to basically everyone?

It created a lot of conversation.

Some people thought it was serious, and some people found the humor in it.

So you don’t know Obama?

No, I don’t.

What’s it like working with Diane von Furstenberg?

We became really close when I went to the Met Ball with her, and since then, we’ve e-mailed a lot. She’s the best!

What else is new?

I’m doing Milan and Paris!

BABY TALK!

With Karolina Kurkova Kate Upton

Karolina Kurkova and Malin Akerman

ANNA CHECK-IN! With Russell Westbrook

We noticed that Anna and Bee left their seats to come say hi. How did that feel?

It’s a blessing. I need to take it in. Anna coming over and saying hello is a blessing to me, but you keep it real. She said she wanted to say hello and see how I was doing and check in with me.

Nice! Tell us about your relationship with Public School.

They are friends of mine and we have a collaboration that just came out, which I’m excited about. I’m wearing a piece of it now.

How do your peers feel about your love of fashion?

They like it, because I help dress them.

SWEDE TALK!

FMAS RECAP!

Congratulations!

Are you sure I didn’t just eat a watermelon? I’m due in November.

I’m expecting my second boy.

Are those braces on your lower teeth!

Yes! When I was younger, they weren’t so sophisticated. You had those big ugly metal things.

I was already the tallest in my town with long legs and skinny arms. There was no way they were going to put them on me. I was due to get braces. After I’ve delivered, I’m pretty much done and they can come off. I figured it was a good time. It’s actually been fun to have them on!

GOING PUBLIC!

With Martha Hunt

Thoughts on the show?

The collection and music were sick. I love Public School’s aesthetic. I feel like it’s all about androgynous style right now.

Do you have boy clothes in your closet?

Oh, yeah! The first thing I ever bought from Public School was a men’s bomber jacket.

What are you up to lately?

My parents are in town so I’m trying to fit in lunches with them between Fashion Week events.

They came for the US Open. I saw Serena lose, which was really disappointing. My dad worked it out so we could stay in our box and watch the semifinals of Roger Federer and Novak Djokovic.

How’s your tennis?

I’m actually meeting my parents now to go hit some balls. I’ve only played once.

PUBLIC SCHOOL

With Laura Brown

How was your summer?

Busy. I went to Sweden, did a bit of the Hamptons, a bit of Los Angeles.

Did people think you were Swedish?

No. I couldn’t even pretend to be.

There are so many more on-brand Swedes than I’ll ever be. Even with this blonde hair, whatever that joie de vivre is that the Swedes have, I don’t have it.

What were you like in high school?

The same, with really red and brown hair in a bob.

I think I’ve grown into my idiocy.

Did you get in trouble for talking too much?

It’s a lifestyle.

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z u B z Fix

Adam Rapoport, Rosie Assoulin, and Pamela Drucker Mann

ROSIE ASSOULIN

the

front row Brandusa Niro

Editor in Chief, CEO

Aaron London

Guillaume Bruneau Creative Director

SCENE

☛ Rosie is riveting! The designer du moment showed her Spring wares in the (drained) outdoor pool at Tony Dapolito Recreation Center in Tribeca. The lunchtime affair was presented by Bon Appétit’s Feast or Fashion, and the chefs from Animal in Los Angeles and AL’s Place in San Francisco were on hand to serve some pretty epic fare.

With Vinny Dotolo

THE DAILY WONDERS… What do you buy at Duane Reade?

Christian Siriano: Beer and magazines.

Christina Hendricks: Cotton pads and nail polish.

Jessica Diehl: Cotton pads, weird nail polishes that I’m never going to use.

Actress Jaime King: Diapers. I have a newborn!

Kate Spade’s Deborah Lloyd: I just bought some really good sparkly headbands.

Yahoo Style’s Dora Fung: Cetaphil and Cheetos. I don’t buy all the magazines, but I look at them and put them back on the shelves afterward.

Alexander Wang: I’m going to pass on that question.

Ariel Foxman: Crest Pro-Health mouthwash, shampoo, even though I can get as much as I want from the beauty closet, and peach gummies.

Andrew Bevan: What don’t I buy at Duane Reade? Although I’m kind of into CVS right now and cheating on Duane Reade.

CVS has self-checkout, so you can buy anything without anyone judging you. But at Duane Reade I’m always buying a

Rapoport, Jon Shook, and Vinny Dotolo with models

Shoe of the

Daily Behold Stuart Weitzman’s Highland in Nero Plonge Stretch. This iconic thighhigh boot in stretch leather consistently tops tastemakers’ must-have lists. $875, available in stores and at stuartweitzman.com.

mix of cleaning supplies and gummy candy.

Bella Thorne: A lot of my Neutrogena products are sold there—I’m the face of the line—so it’s easy to pick them up.

Nicole Miller: Well, when it’s Halloween I buy candy for the office, and when it’s Easter, I buy candy for the office.

Jessica Hart: Anything I need, but I’m hopeless in pharmacies. I’ll go in for a lip balm and come out with 500 other things.

Sally LaPointe: I go there in the mornings, so it’s not so busy. I’m obsessed with the beauty aisle, so masks, lotions, all that stuff.

Laura Brown: Everything a modern lady needs: saline solution, loo paper, lady stuff, Advil—big Advil fan—the 200 jars—et cetera. I always forget one key thing though and have to go back. When I get it all right, I feel really good about myself.

Linda Fargo: Before I go on any trip, I go there to get mini-size everything. Duane Reade has really kicked it up now. They have that high-end cosmetics section where I buy a great sunscreen by La Roche-Posay.

B FA N YC . C O M ( 1 3 ) ; G E T T Y I M A G E S ( 3 ) ; S H U T T E R S TO C K

Futuristic Eyes

Chromat’s Spring 2016 show nodded to the “power woman of the future,” according to makeup artist Dominique Samuel. Dewy, post-workout skin was amped up with ultrabold brows created with Maybelline New York’s Eye Studio Color Tattoo 24HR Cream Gel Shadow in Tenacious Teal, while the lower lash line is defined using Lip Studio Color Blur in Cherry Cherry Bang Bang.

Deputy Editor Eddie Roche Executive Editor Ashley Baker Managing Editor Tangie Silva Fashion News Editor Paige Reddinger Senior Editor Kristen Heinzinger Reporter Sydney Sadick Art Director Teresa Platt Contributing Photographer Giorgio Niro Contributing Photo Editor Jessica Athanasiou-Piork Contributing Copy Editor Joseph Manghise Imaging Specialists Neal Clayton, George Maier Editorial Assistant Kassidy Silva

Mark Tevis Publisher

Fashion & Luxury Goods Director Chloe Worden Advertising Sales & Special Projects Haralux, Lottie Oakley Los Angeles Gypset & Associates, Dayna Zegarelli Marketing Director Anna Lombardi Digital Director Daniel Chivu Manufacturing Operations Michael Esposito, Amy Taylor

To advertise, call (212) 467-5785 Or e-mail: mark@dailyfrontrow.com GETTY IMAGES The Official Photo Agency of The Daily Front Row

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Reproduction without permission is strictly prohibited. Requests for reprints must be submitted in writing to: The Daily, Attn: Tangie Silva, 135 West 50th Street, 4th Floor, New York, NY 10020.

ON THE COVER: FA S H I O N W E E K D A I L Y. C O M

Gigi Hadid and Joe Jonas photographed by BFANYC.com.

W W W . S E A F O L L Y. C O M

RUNWAY

Spring 2016

ALEXANDER

WANG Can you believe it’s been a decade since Alex Wang hit the runway? He’s built an empire on looking to the streets, and his first collection post–Balenciaga brouhaha was both inspired by and destined for the coolest kids. Bomber jackets and army surplus fare aside, these looks work for those who wouldn’t even consider going home before midnight.

ALTUZARRA Back to the future! Joseph Altuzarra looked to his Basque heritage for Spring, and the subversively sexy clothes he concocted were entirely modern.

Even grown-ups can have a bit of attitude, n’est-ce pas?

FA S H I O N W E E K D A I L Y. C O M

FIRSTVIEW

RUNWAY

Spring 2016

PRABAL

GURUNG When Prabal Gurung opened his show with the chanting of Buddhist monks, the crowd anticipated an homage to his native Nepal. Gurung delivered with an unforgettable collection born from his reactions to the earthquake that rocked his homeland earlier this year. Both technically savvy and unabashedly romantic, his work was a feast for the eyes that will do his countrymen proud.

DVF Inspired by the Roman goddess Fortuna, DVF’s runway was awash in prints, fringe, and contrasting details (along with a fair amount of gold and white).

These clothes are not for the faint of fashion, and Diane wouldn’t have it any other way.

FA S H I O N W E E K D A I L Y. C O M

FIRSTVIEW

ELLAMCHUGH.COM

For inquiries contact Wave Atelier at 212.510.8700

RUNWAY

Spring

2016

DEREK

LAM

Beauty

TREND

{Glowing Eyes}

The muse: Nina Simone. The look: moody, soulful, personality-driven. The result? Versatile, ladylike, and— heart of hearts!— destined for real women and the myriad lives they lead. Bravo.

TOM PECHEUX FOR MAYBELLINE NEW YORK

PUBLIC

SCHOOL Although new-ish to women’s wear, Dao-Yi Chow and Maxwell Osborne have the polish of pros. Their sporty take for Spring was equal parts American sportswear and Belgianinspired basics. Clearly, we like!

JOSIE

NATORI Elegance is this designer’s forte, so no wonder her foray into eveningwear is so spoton. A wide array of silhouettes are on offer, but we’re especially partial to the long, loose tunic and kimono jacket.

FA S H I O N W E E K D A I L Y. C O M

F I R S T V I E W ; N ATO R I : C O U R T E S Y

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New York Fashion Week Spring 2015 Collections

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Gigi The

phenomenon

What does it take to make a supermodel? Well, in this day and age, it’s more than mere gorgeousness. For starters, it requires a smashing personality, social media savvy, and an uncanny ability to take a top-notch photograph. But it’s a certain je ne sais quoi that produces top talents like Gigi Hadid. Let’s look closer, shall we?

BY KRISTEN HEINZINGER

GIGI BY THE NUMBERS!

2: Age of discovery 2: Siblings 4: Number of music video appearances 4: Age at first GUESS campaign 5'10'': Height 6: Letters in her full name (“Jelena”)

8: Appearances on The Real Housewives of Beverly Hills 14: GUESS campaigns 16: Age mom Yolanda was discovered as a model 23: Volleyball number 200: Weeks since first Instagram post 530: Following on Twitter 530+: Selfies published 600+: Following on Instagram 1995: Birth year 2,010+: Instagram posts 2011: Signs with IMG 2012: Named face of GUESS 2013: Moves to New York 2015: Wins Model of the Year at The Daily’s Fashion Los Angeles Awards

2015: 14,600: Tweets 640,000: Twitter followers 6,000,000:

Becomes a face of Maybelline New York

Instagram followers

FINDING GIGI

GUESS’ Paul Marciano reminisces about his discovery of the 20-year-old mod nearly two decades ago.

How did you discover Gigi?

I’ve known Gigi since she was born. Her fresh look and charismatic personality just fit the mold for the GUESS brand.

Do you remember what it was like working with her as a kid?

Gigi was full of life, loved having fun, and always had a carefree attitude. Having her on set was always such a pleasure.

What’s it like working with her now?

Gigi has been part of the GUESS family for 18 years now, so it just feels natural.

Each time she comes back and works for GUESS, it’s gratifying to see that she is the same confident and strong individual she always has been. It’s very rare to see someone earn so much success and not lose sight of their values.

How has your relationship evolved over the years?

Since Gigi began modeling at such a young age, I’ve been able to teach her new and valuable things throughout each stage of her life and modeling career. She has been able to turn to me for anything she needs, and I will continue to be there for her. But clearly, the stronger role model in Gigi’s life has been Yolanda, her mom. She instilled discipline, respect, and love for achievement into Gigi’s life since a very young age.

What do you think it is about Gigi that is so appealing to everyone?

Gigi has such an amazing personality— people just love her. Her natural beauty, positive attitude, and lighthearted nature are just magnetic. It’s truly been incredible watching her grow into one of the biggest models in the industry.

What do you want to see for her next?

Her stardom has blown up this past year, and I believe we are just barely starting to see the endless potential and talent that she can achieve.

B FA N YC . C O M ; G E T T Y I M A G E S ( 6 ) ; A L L O T H E R S C O U R T E S Y

FA S H I O N W E E K D A I L Y. C O M

Perfect Timing The Spring/Summer collection from Nicholas and Christopher Kunz, the sibling duo behind Nicholas K, is one to watch. This season marks their third collaboration with Casio, and mods were adorned in apparel that paired perfectly with the new G-Shock S Series Cool White collection—a happy coincidence, and one that happens season after season. What makes their relationship tick?

BY KRISTEN HEINZINGER PHOTOGRAPHY BY GIORGIO NIRO How did your collaboration with Casio begin?

Nicholas Kunz: Casio approached us. We get a lot of sponsorships coming our way, but for us it’s important to have a brand that actually works well with ours. It’s the same story, the same DNA. And we grew up with Baby-G. Christopher Kunz: Initially when they said they wanted to work with us, we were thinking about the old-school, very big G-Shocks. Once we sat down and we looked at all the things that they did, we realized it already fit with our product.

Nicholas: Our tough girl is not very conventional in the way that she’ll wear a watch. She’ll wear it strapped to her backpacks or her bags, and around her belt. If she were out hiking, it’s where she would put her watch if she didn’t want it on her hand.

What’s new with your Spring/Summer ’16 collection?

Nicholas: The inspiration is called “base jumper,” so

we wanted to go a little sportier this season. We were into high-density ripstop nylons. In terms of colors, we were really into the white, and we did the shoot with Casio on the beach to capture the transparency and flowiness of the fabric.

How did the campaign shoot come together?

Nicholas: We bought a vintage parachute. A long time ago they were made out of silk. We envisioned an all-white ethereal-looking collection, but high-contrast and modern. We shot on the beach in Cape May, New Jersey—there was a WWII bunker there, so there’s a contrast of really architectural lines with the beach.

What’s your relationship with Casio like?

Christopher: In terms of lifestyle and the types of industries they focus on, that fits with our personal interest—the outdoors and those types of things—so it’s a natural fit. Someone I met there sends me a few watches, and I’ll give them a little test-drive. It’s totally in line with my life outside of my work. Nick travels a lot and likes to dive, and that fits with what type of product they offer.

Nicholas: Their tougher, sportier side makes sense for us. It’s more of a personal and professional relationship. It goes beyond the runway.

What are some of the tests you’ve put them through?

Christopher: The original G-Shock was one of my first watches. I do a lot of diving, and they have all been submerged in water—150 feet is the farthest I’ve gone. And I do a lot of backpacking, and I’m always off trails, so everything gets beat up, including myself, but the G-Shock can get through anything.

In what ways were the watches worn this season?

Nicholas: We have some rope belts that were wrapped, and we put them on in unusual ways, like across the shoulder. It’s kind of how we wear our watches. Sometimes I don’t like things on my arms. If I’m hiking, I’ll put it on my bag!

“

It’s more of a personal and professional relationship.

It goes beyond the runway.”

Watch Woman! With Sue Vander Schans, Casio’s director of marketing and communications You’ve collaborated before—what’s different this year?

We’ve been working together since September 2014, and we’re still integrated into the runway, but this season we sat with Nicholas [Kunz] and showed her the colors and styles we were introducing. She immediately picked up the Cool White series as it encompassed the colors of what her collection would include. We decided that our effort to bring the runway to life should

include a separate photo shoot. So we scheduled a shoot in an environment that captured both the femininity of the Nicholas K collection and the toughness of the G-Shock collection.

How did you originally partner with the designers?

We originally approached each designer who catered to a stylish yet sporty woman. We wanted to be included in their shows, and then after working with Nicholas K we determined that

our brands worked together seamlessly, so why not look at how we can collaborate further?

What’s your relationship with Nicholas and Christopher like?

Natural—not forced. We’re comfortable with them in every sense of the word. Chris has been wearing G-Shock for years, so when he heard we were introducing a ladies’ collection, Nicholas and he knew if there was a watch that would make sense for them, it would be G-Shock.

COURTESY

STAYING POWER

In 1995, power publicist Angela Mariani founded C&M Media, and 20 years later, it remains at the top of the heap in the realm of New York’s PR firms. From her salad days at Fendi to her intriguing relationship with Philip Glass, she reflects on her storied career.

BY PAIGE REDDINGER PHOTOGRAPHY BY GIORGIO NIRO

Where did you grow up?

I was born, weirdly, in Florida, and then moved to New York City in time to go to Studio 54 in my early teens, sneaking out at night.

When you graduated from Harvard did you have any idea that this was going to be your career path?

I was a comparative literature major. At first I thought I would do something in entertainment, but not Hollywood. After college, I’d lived in Paris for almost two years and I would go to Spoleto, Italy, in the summers to work for the Spoleto Festival. I was the assistant to the composer Gian Carlo Menotti, who ran the festival, and that’s how I met the Fendis. W magazine had done something on Menotti’s house and Carla Fendi was involved and I ended up helping her get the keys to his house when they couldn’t find them. I didn’t think it was such a big deal, but she remembered it, and she said, “You must come to Rome and work with Fendi!”

How did you end up working at Fendi?

Carla Fendi kept telling me to come and work there and I spoke to some friends and they were like, “Of course you should go to Rome, you’ve been in Paris for two years, why not?” So that’s how I started.

What was the position she was initially offering?

It’s what they refer to as “my right hand.” They were working on their first fragrance launch at the time. She taught me so many things. I remember in the beginning, I would ask people to do things really nicely and they wouldn’t do them and she told me, “You know what, Angela? In Rome ‘no’ doesn’t mean ‘no.’ It just means ‘Ask me again later, when I’ve had a coffee and a cigarette.’ ” But she also taught me that “no” just doesn’t exist in general. I have to say that has really stuck with me.

“

What was the fragrance?

It was the first Fendi fragrance. Karl Lagerfeld was doing an exhibit at the National Gallery of Modern Art in Rome at the same time. They did a party in the Palazzo Venezia, in the Sala del Mappamondo, “the room of the maps.” It’s where Mussolini used to give his speeches, and you can never really get into that room so it was a big deal. After that I worked on editorials. When someone in the Bahamas hadn’t gotten every single necklace they needed for a shoot I would be on the other end of that phone call.

How long were you there for?

For almost eight years. I was always doing Fendi and the Spoleto Festival. I would take a hiatus from Fendi and go do the festival in the summer. I got to meet the most amazing people, Ken Russell, Bill T. Jones, Philip Glass. Philip Glass was the first person to tell me about the return of Saturn, which is an astrology term for when the planet Saturn returns to the same place in the sky that it occupied at your birth, calling for a period of self-evaluation. I don’t really know a lot about astrology, but that’s how I ended up deciding to come home.

Tell us more!

It was the end of my 20s. I was saying to Philip Glass, “I really don’t know what to do, whether to stay or go home.…” We talked it through and it was in that moment that I decided to go back to New York. I came back and worked for Fendi.

You worked in Fendi’s U.S. press office?

Yes, that was maybe another four years as director of PR for the U.S. They were setting up their first U.S. subsidiary, before the purchase by LVMH. How did you found C&M? Eventually, I took a break, because I wanted to know what freelance was like, but I was still spending a lot of time doing work at Fendi. I ended up meeting Pilar Crespi, who was just finishing up at Gucci, and she’d been living in Milan, as the head of communications. Dawn Mello had brought her on. She was thinking of moving back to the States. She said, “I’d like to start an agency. What do you think?”

Who was your very first client?

Other than Fendi, I think the first client was Missoni. It was 1995. Hard to believe it’s been that long! At that time, Angela was doing her own collection—Rosita hadn’t yet turned over the artistic reins to Angela, so it was quite a different company then. It’s been really fun to evolve with them.

When did you eventually take over?

Pilar decided to stop working in about 2001. She got very happily remarried and she and her husband run an incredible foundation called Source of Hope. She decided she wanted to dedicate her life to other things.

But then you kept some of the same clients you had already?

It was all very amicable. We kept the name C&M because a lot of people had started remembering the name anyway. The thing about C&M is a lot of people think you are saying CNN. Actually, it can be very effective if someone thinks you are calling from CNN! How do you think you’ve adapted to the rapidly changing media environment?

I would say, without any statistical certainty, that media jobs have changed more in the last five years than in the last 15. What works for us is to become even more specialized. Of course, we do social media and we offer services that didn’t exist before, but I believe that it’s our job to deliver a specialized package to clients. I do think the days of saying, “You have to go through me before you speak to so-andso…” are gone. Now it’s more like you have to be able to really think and tell stories.

What are some of your craziest Fashion Week stories?

I remember we were backstage at Fendi and Carla Fendi was lying on the floor, having a spell, and in a kind of very American way, I said, “Let’s call 911!” They were like, “No, darling, no.” They brought her a little fur pillow and were like, “She’ll be fine. She’s just concentrating so hard.” In a few minutes, she was back up and they just went on their way.

What is the key to your staying power?

I would say it’s been relationship-driven, both in terms of the clients and in terms of the media. I think good old thoroughness is the first thing, and then taking the time to work with the writer or the editor to see which way a story could be the most interesting. It’s about having the kind of relationship with your client to say, “I know you want to tell it this way, but how about if we look at it a little bit this way too?” Clients would like it if everyone wrote the same platitudes about how great they are, but it doesn’t work that way in journalism. I’m careful to provide a perspective of what I know to be true in ways that people can hear it.

“What will manifest is what you see before you” is a statement that rings true to me, and I don’t mean that in The Secret kind of way. I just mean in terms of having a straight, clear, focused path. I wish I could say I burned sage or something!

Media jobs have changed more in the last five years than in the last 15.”

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JOSHUA K APELMAN · GARY WASSNER · CRISTOPHER WASSNER TIM MOORE · CHRISTINA MALLEOS · BRITTANY PARISH · MATTHEW MOECK

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PREFERRED TREATMENT Since launching Moroccanoil with the wildly popular Moroccanoil Treatment, co-founder Carmen Tal has grown the brand into a beauty empire. The products—everything from shampoo and lotion to body soufflé and, most recently, sunscreen—are now available in more than 60 countries and can be found backstage at Fashion Week. We caught up with Tal in her Manhattan offices to find out how Moroccanoil made its mark.

BY PAIGE REDDINGER PHOTOGRAPHY BY GIORGIO NIRO

FA S H I O N W E E K D A I L Y. C O M

What did you do before you founded Moroccanoil?

I was in fashion, working as a store manager and buyer for Ogilvy in Montreal.

After that, I owned a salon in Montreal.

How did you discover Moroccanoil?

My ex-husband and I have always been very entrepreneurial. When we traveled to Chile or to Israel, we were always looking for things that we could bring here.

We just had that merchant mentality. I had the amazing blessing to fall upon this amazing product while I was traveling in Israel nine years ago, and so I decided to bring it to Canada. Because I didn’t have the business expertise that my ex-husband has, I asked him if he could help me with launching it. It took me about six months to convince him that it was the right thing. That early product I discovered is what really launched the whole company.

Is the product you discovered in Israel very close to the first product you launched?

Yes, it is. The Moroccanoil Treatment is the signature product in the brand. To be honest, I think it’s the product that you can’t live without. It’s the only thing that you should never miss, because it does it all.

How did you end up in New York?

Most of the business we were doing was in the United States. We had our PR and advertising in New York, as well. You know, everything happens here, so we were ultimately faced with the decision of moving to New York and, indeed, it was a good decision.

Do you miss Montreal?

We still have an office there and actually I just came back from there two days ago. I spend two months there every summer. It’s a lot cooler, and there is less humidity. I have many friends and family still there. We’ll pack the car and take the dogs and go out to the country.

The business has grown exponentially since you launched. How did you do it?

In the industry, everyone talks about how a brand evolves or comes into the market and, apparently, the industry has cycles and every 10 or 20 years somebody comes up with something that could revolutionize the industry— and we were the lucky ones. We came up with a revolutionary way of infusing products with oil in a world where no one really knew about treating hair with oil.

We had this amazing product, so it was a natural evolution.

What kind of feedback do you hear from clients?

People talk the most about the fragrance. It’s unique because it’s unisex and it’s a little bit sexy, and it’s something you never get tired of. I can’t tell you how many times I have gotten onto an elevator and people say, “Oh, my God, you smell so good. What is it?” Plus, what we state about the performance of the product, it really does deliver. Because we are a privately owned company, we really make sure that there is integrity in everything we do. Today the consumer is so well educated— they read about the ingredients and research the product. You cannot hide.

Is the fragrance part of the reason you decided to launch products for the body as well?

It was the first thought. People have said they also put the oil on their body, because they love the smell and the texture. We constantly get e-mails from people and from our salon partners and the distributors telling us we should make something for the body. We had been busy chasing our tails trying to figure out how to grow the hair portion of the business, but we decided to do three products for the body, and it has been a success. The argan oil in the product has been a very important ingredient for the industry, so it seemed like a no-brainer to launch the product for the body.

What is your own beauty regimen?

I exfoliate once a week at night with the Moroccanoil Body Buff. After I shower, I use the Moroccanoil Body Soufflé daily. It comes in different scent categories (Fleur D’Oranger, Fragrance Originale, and Fleur De Rose), so I alternate depending on my mood.

Do you wash your hair every day?

I wash my hair every three days, because my hair is very puffy and I have to blowdry it. My hair is a bit unmanageable, so I experiment with everything that we create. I’m the first guinea pig. If I could go to the hair salon every day and have it blown out, I would.

When did you realize Moroccanoil had become a big hit?

The precise moment actually happened at the Javitz Center in New York. We had originally decided to go professional [into salons] instead of going retail, and to go professional you have to go to trade shows and there’s a certain way to do business. We were really clueless about what we were doing, because neither of us comes from the beauty industry. We had just one product, which was the Moroccanoil Treatment, and we were doing demonstrations on people and they were just so blown away. We weren’t even thinking about selling. This was six months after we imported the first shipment to Montreal. We had everyone wanting to buy it and even a distributor approached us and we just thought, “Wow, this is crazy!” That was really an emotional moment.

How did the business grow from there?

We are less than 10 years in the making. In short, we grew really fast and it’s so amazing how much we continue to grow. We are now available in more than 60 countries worldwide. We like to believe that it’s due to a combination of having the right product at the right time, capturing the hearts of the stylists and consumers, and having the right team in place to help us grow—or else it’s simply a blessing.

Either way, we are extremely grateful.

Who were some of the early fans of the brand?

I think the people who really propelled us forward are the celebrity stylists. I can’t name names, but there were a couple of celebrity stylists who brought the products to their clients, and people just started talking about it and it just became almost viral. But it was really organic. The first year we didn’t even have a PR agency because we were so busy trying to figure out how to handle the demand. The celebrity stylists were just contacting us directly.

Rosie Huntington-Whiteley is the face of your new Inspired By Women™ campaign. How did you choose her?

She’s very womanly and a beautiful girl. We worked with her previously, and we really liked her. She’s an elegant, timeless beauty.

The Moroccanoil Treatment is still your best-selling product. What’s the second best?

It’s the shampoo, because that’s an everyday necessity and it leaves your hair smelling so nice.

This summer you launched the Moroccanoil sun-care line.

Argan oil is a natural sun protector. We know that women in Morocco have long been using the oil to protect their skin from the elements, so it was an obvious choice for us to launch a sun-care line. We have always been inspired by the Mediterranean, and the Sun Collection reminds me of when I was a teen and going to the beach with my friends and feeling happy and relaxed.

What markets are the biggest for you outside of the U.S. and Canada?

Some of the markets that are big outside of North America are Australia and the U.K. Both have really embraced the brand. But even in Scandinavia, Latin America, and Asia, they love the product.

Do you go to any shows during Fashion Week?

Yes, we usually do about seven shows every season. We do Marchesa, Zac Posen, Monique Lhuillier, Altuzarra, Cushnie et Ochs, Pola Thomson and DELPOZO. In Milan, we’re doing Missoni and Costume National. In Paris, we do Barbara Bui and Alexis Mabille. In London, we do Temperley, Kristian Aadnevik, and we’re doing a new show this season called Osman. We’ve done Burberry in London before too.

We’ve got great shows. I think we fit very well in the fashion world.

What’s next for the brand?

I can’t tell you exactly what it will look like yet, but we are planning to launch products for people with curly hair. We’re all born different and treat our hair differently, so we need to create products that facilitate our clients’ lives. Curly haired people are the ones who suffer the most, because their hair is harder to treat, but we have been working for about two years to create some products for treating curls. We’re aiming to launch in fall 2016. There’s nothing new about having a product for curly hair, but we are coming up with a new technology that will be really special.

ALL PHOTOS COURTESY

How did the Weho Design Salons are attracting a lot of District come about? celebrity clientele, and the Originally, the West Hollywood fashion stores, too. Craig’s is a Design District was the Avenues really popular restaurant right of Art and Design, which has been now. I don’t think I’ve ever been around for 19 years. Three years there and not seen a celebrity. ago, we changed the name to What’s your favorite thing to create more of an umbrella term order there? for all the types of industries Their honey truffle chicken is we have here—like art, fashion, unbelievable. Gracias Madre, beauty, and food. It’s an official right across the street, is also business improvement district; packed on a regular basis with within our borders, we have more people you’d recognize. than 300 businesses. Our mission Do you have any tips for is to build awareness that this is a getting around the area? great place to visit. They can even Every concierge desk has design an entire home here. We walking maps of the area that have the largest concentration of are produced by the district design businesses on the West and by Weho’s official guide, Coast. We also have really great Visit West Hollywood. It’s fashion brands and some amazing broken down into categories, restaurants. like a mall directory. We’ve What are your major fashion done maps before, and shared retailers? them with the hotels. They We had the first Moschino store were going through them so in the country, and we also quickly. Apparently a lot of have 3.1 Phillip Lim, Balenciaga, people designing their homes in Christian Louboutin, Helmut Lang, the area stay in the hotels and James Perse, John Varvatos, the want to know where they can Elder Statesman, and others. buy lighting or carpeting, and Are there plans to add more? used our maps. Ever since, Look out, L.A.! The West Hollywood Design District is making they Definitely. We have new we’ve been producing usermajor strides—seriously, it’s been declared Cali’s most walkable friendly maps. buildings coming in with the goal to get fashion into them. South city—to become a hub for fashion, art, and culture. Ryan Farber, Anything coming down the Robertson has a lot of fashion pipeline? the district’s executive director, explains how Weho is having businesses, and the presence The business community is creeping north and onto and the neighbors in the area a serious moment. BY KRISTEN HEINZINGER Melrose. Fashion is overtaking got together with the city to design and has the secondit all, within walking distance, which is really rare develop a new streetscape largest presence here. in L.A. We’re considered one of the most walkable plan. In the next six to 10 years the entire area is Have you seen the city’s style change with the cities in California, and it shows. People are on foot going to be beautified and made even more walking influx of fashion retail? constantly. friendly. Sidewalks and lighting will be improved with People have definitely gotten more serious about What are some of the more chic places to stay? the idea that we want more people on foot. We’re style in L.A. They’re looking to button themselves Definitely the Mondrian, the London, and the Andaz. trying to get people to understand that you can walk up a little bit more, in terms of the ways they’re Then you’ve got more boutique-y hotels, like the this entire district so easily. I live in the district as dressing and where they’re shopping. I’ve done it Charlie, and Sunset Marquis is still one of the coolest well. I haven’t driven my car in three months. myself—when I was younger, hidden hotels. There are so many new You’re kidding! it was very casual…shorts and projects coming in.

I don’t think I’m going to renew my lease. So it’s that a T-shirt kind of thing. But now What time of year do you friendly of a walking area. there’s more of a serious nature. recommend visiting?

Why do you think more New Yorkers seem to be People are definitely looking In November, we have an amazing flocking to L.A.? better, more put together, and event called DIEM: Design Intersects Los Angeles is just experiencing this creative that’s new. Or newish. I’m not a Everything Made. It’s a design show in boom right now, with downtown really coming into fashion expert! which two curators, Frances Anderton its own. I think New Yorkers feel like they’re in a Why would you recommend and Mallery Roberts Morgan, create transition place, where it’s still like New York, but staying in Weho versus L.A. content for these talks and put them it’s a little more accessible. In our area specifically, proper or other areas? into six showrooms in our district designers Hedi Slimane and Jeremy Scott live here.

West Hollywood is 1.9 square miles…tiny. I like to that are on a path. It’s a very progressive, smart event I think that people want to be where the creativity describe it this way: It is the center of everything about what’s happening in design, art, and fashion, is fresh and new. L.A. has been here for a long time, that’s cool in L.A. There’s Santa Monica and Beverly and how they all intersect. but people are kind of rediscovering it, as things go Hills to the west, and Hollywood and Downtown to Who are some frequent celebrity sightings? in cycles all over the world. It’s just kind of our time the east, and we are smack-dab in the middle of George Clooney is here a lot, getting his hair done. right now.

BY DESIGN

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WATCH OUT!

Don’t underestimate the team at Watch!, who have traversed the globe to shoot the best and brightest CBS stars. (A little friend named Patrick Demarchelier occasionally comes along for the ride.) Editor Jeremy Murphy and his illustrious colleagues Peter Jablonski, Chris Ross, and Meagan McLaughlin explain why you should tune in.

BY EDDIE ROCHE

Mayim Bialik photographed

by Gilles-Marie Zimmermann

Jake McDorman photographed by Chris Ross

Elyes Gabel photographed

by Cliff Lipson FA S H I O N W E E K D A I L Y. C O M

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Alan Cumming photographed by Mark Mann

When do the stars have time to join you on your far-flung adventures?

Jeremy Murphy: Every year, the actors go on break for the summer, and that’s our time to get them out of the country. We package several photo shoots for a year, sometimes more. We put together a crazy itinerary of actors who are free, which gives us content, and it’s some of our best work ever.

Where have you gone in 2015?

Jeremy: We started off in the South of France at the Hôtel du Cap in Antibes, and then we went to Ischia, an island off of Naples, before heading to Cambodia, Vietnam, Jerusalem, Tel Aviv, London, and Scotland. The key to doing something like this is partnerships—getting the right airlines, tourism agencies, and hotels to work with us. We don’t have a lot of money to spend, but we want to do a lot of grand stuff, so how do we do it? We found the right partners.

Who joined you?

Jeremy: We shot Julianna Margulies at the Hôtel du Cap, [NCIS actress] Emily Wickersham at the Mandarin Oriental in London, Jake McDorman in Ischia, Alan Cumming in Scotland, and Mayim Bialik in Israel.

What was the hardest part of putting all this together?

Chris Ross: There were so many moving parts. It was a production nightmare. It still went on—basically without a hitch—but all hands were on deck. We didn’t have a lot of time between the shoots. It was intense.

Meagan McLaughlin: Everyone was in a different time zone.

Peter Jablonski: It’s a nonstop collaboration.

Meagan: We also gave birth on a shoot! When we were in Scotland, our stylist Sarah Nash went into labor.

Jeremy: We called an ambulance, and she gave birth that night.

Chris: We knew she was pregnant when we booked her, but she told us she was comfortable with the shoot and we said we were comfortable with it as long as she was.

Nobody anticipated it, but it all worked out wonderfully.

Which of your stars encountered the most crazed fans on location?

Chris: Alan Cumming.

Jeremy: He’s beloved in Scotland. He is such a charming and sweet man. I can’t say enough good things about him. There was such a profound level of respect for him.

Peter: We had two excursions with Katharine McPhee in Vietnam, and she ended up getting swarmed by the locals. Whenever we shoot, people tend to get excited.

Who photographed Julianna at Hôtel du Cap? Jeremy: Patrick Demarchelier. He’s shot her many times in the past. Patrick connects with his subjects, and who doesn’t want to be shot by him?

It’s impressive that Watch! has the same photographer as Vogue!

Peter: That’s a credit to Jeremy.

Jeremy: I stalked Patrick for a year, and Meagan and I went to his studio a few years ago. We bonded, and Patrick agreed to work with us. Afterward, we said to each other, “Where do we go from here?” The world’s best photographer has agreed to shoot for us. Working with him is a surreal experience. We give him complete artistic freedom. We give him an idea, and he does whatever it is he needs to do. He thinks we’re a crazy band of misfits, so he comes up with these crazy ideas.

Who arranges the partnership deals?

Jeremy: We all do. In magazines, the church/state thing is dead. You can’t build walls among editorial, marketing, and advertising. Clients want access to editorial, and you have to find a way to get them in there.

Ever since Watch! has existed, we will include advertisers if it feels organic. We will tell you if content is sponsored, but we’re not going to say, “No, Israel! We won’t take your flights and accommodations! We’d rather pay for that ourselves!” We’re not a member of ASME for a reason.

It’s an antiquated organization. Every year, they put out those guidelines, but they change every year, because they are unrealistic. They say, “No ads in editorial!” and then change their mind and say, “Okay, some ads in editorial!” The reader is smart—the ability to work with brands and share costs is how we make this happen. The big publications would be wise to follow suit.

How do you decide where to shoot?

Jeremy: Our magazine is all about lights, glamour, and action, and we want to create a different experience for the reader. This year, we were very lucky—we had five distinct destinations for our shoots.

Peter: To the credit of everyone, we planned out as much as possible and came back with as much art as possible.

Where do you want to go to next?

Jeremy: The French Alps! We always want to take our readers to new places.

Meagan: We’ve been talking about a nautical shoot for a while.

Chris: We don’t always go to the most popular locations—we also go to quiet and subtle ones. That’s what Watch! does—we find not just the best of the best, but places that are off the beaten path.

Were any of the celebrities overwhelmed by the experience?

Jeremy: After we wrapped our shoot with Julianna, she said, “This was like a Vogue shoot. I had no idea!” It was one of the proudest moments of my life.

ALL IMAGES COURTESY

LIFE ONLINE Hearst Digital editrix Kate Lewis oversees 18 sites and gets “a billion” e-mails a day, but she still makes time to see Taylor Swift in concert. #Priorities! BY EDDIE ROCHE PHOTOGRAPHY BY STEFANIA CURTO You have an intriguing new role. How would you define it?

I’m the editorial director. There are 18 sites, each of them has a site director, and their site director reports to me. I help them do two things.

One is strategize around content: What is their editorial mission, how does their execution look, what defines “good” for them, how do we grow the site? And then I help them with day-to-day operational things: How do we manage staffing, how do we find time, how do we collaborate? It’s a combination in terms of strategy and operational stuff.

With so many sites to direct, how many e-mails do you get a day?

A billion. In fact, I’m working from home on Monday just to deal with e-mail. If I’m in the office I have news every second of every day, so I can’t go through things as effectively. We use group chat here, so I can be contacted on HipChat.

How did you become the right person for this job?

I was a print editor, and I worked at Condé Nast almost 18 years.

In my last role at Condé Nast I was overseeing editorial for the HR department. Then I got the opportunity at Say Media doing a similar job to the one I have now. The woman who was president at Say had worked with me before and knew I could handle it. I like to say my experience at Say was like going to digital grad school.

What can sites do to get more traffic?

Traffic right now comes from two key sources: Google and Facebook.

The thing you need to do is be really excellent at providing content that is appropriate for those two channels. What we’ve done at Hearst has been to radically change the pace at which we publish. We’re very fast. We’re very news-responsive. Since I’ve been here, we publish 80 percent more every day than we did before.

Do you think magazine content should be different than web content?

This is how I describe [the difference between] magazines and digital: When I get a magazine, it always tells me what I want to know, wear, see, and eat next. It’s the preview of the trend. And I look to magazines for expert advice. The Internet is about right now, so it’s a very different thing. You can infuse some digital content with “You should go see this movie.” But a lot of it is “You won’t believe that so-and-so cut their hair.” So it’s just a different editorial mandate. It’s next versus now.

So you still care about print?

I love print, and I still think there is a huge audience for it. We can have a symbiotic relationship between the digital and print. The voice needs to be contiguous.

What’s your relationship with the editors in chief of the print magazines?

While they don’t have day-to-day control over the sites, we view them as critical partners to the site’s success. Many of the print teams contribute content to the sites. Many of the editors in chief are close personal friends.

Cosmo is on Snapchat’s Discover feature. Is that the only Hearst magazine?

The other brands have their own handles, and they’re building audience there. But Cosmo’s the only one on Discover.

What’s your feeling about the future of Snapchat?

I think in five years, Snapchat will be the most important social network. I was just sitting in a room full of 16-year-olds and they said they were on Instagram and Snapchat and that’s all. I think social platforms that allow one-to-one communication versus mass are increasingly important. Snapchat also gives me optimism because I like the idea of a digital city of places to communicate with an audience.

Do you post every story on Facebook?

Nope. The past two years we’ve tried to figure out what stories work for a Facebook audience. A publication probably posts on Facebook a couple times an hour, maybe 30 to 40 times a day. You can’t even post everything you publish on Facebook. We’ve tested: If we post 50 times a day, is our audience thinking we’re cluttering their feed? If we post 10 times a day, do we not reach our audience?

Is the testing at Hearst or do you hire out?

We test here. This is the advantage of having 18 sites. We can, say, look at what we learned on one website. Let’s try that on another.

How many items is an editor required to write each day?

It varies on which site they’re on and what their beat is. A fashion editor is going to write a lot less than a news editor. We don’t set quotas about content volume.

Is there competition among the editors themselves?

At the end of every day, you can see what your colleagues have done in terms of readers. If you’re a writer, you want readers. I’m sure they feel that way.

I heard you’re obsessed with Taylor Swift. That true?

Yes, her concert was a magical experience for me. I was in the third from last row at MetLife Stadium with my 11-year-old daughter, and that far back from the stage you couldn’t hear Taylor Swift singing over the chorus of 11-year-old girls. They knew every word, and they felt every feeling. I think her transparency is compelling. And I just like her music. I have a soft spot for pop.

INSETS: COURTESY

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DIGITAL DESIGNS

Just when you thought everyone had tapped into digital editorial from magazines to designer brands, now behemoth mall properties are jumping on the bandwagon. The first to have the foresight to tap into digital marketing through editorial and influencers is the multibillion-dollar Simon Property Group. We caught up with Simon’s vice president of brand management, Lee Sterling, to find out what its new online editorial property, Simon Said, will entail. BY PAIGE REDDINGER How did you begin you career at Simon Malls?

I’ve been in the shopping center industry my entire career. Prior to coming to Simon, I was with Westfield for 15 years and prior to that I was with General Growth Properties for two years. I was a marketing major—my first job was as an assistant marketing director, and I loved it. I get to do every type of marketing, from events to PR to advertising. I get to dabble in everything. In a lot of industries, you don’t have the opportunity to do that.

What inspired Simon’s launch of an editorial platform?

It’s something we’ve been considering since we relaunched the brand about a year and a half ago. We’re really looking to elevate the offerings at Simon. In thinking about today’s world of omnichannel retailing, this is really part of the ongoing evolution of the brand’s physical and digital presence.

What will the different components of the site feature?

There will be five different categories. Fashion will be our biggest focus, and it will be complemented by food, beauty, culture, and design. Clearly, we have retail offerings around all five of these categories, so we wanted to make sure all five were a focus.

How do you plan to incorporate bloggers and influencers?

We already have 24 bloggers and influencers confirmed across the categories and that’s really just to launch— our list is growing every day. So, for example, under fashion, one of the stories we are working on is “An Outfit a Day.” That one will involve style blogger Lisa Dengler from Just Another Fashion Blog, and it will tie in with New York Fashion Week. We’re partnering with her to curate a series of inspirational street style looks using items available at Simon.

What else do you have planned for the fashion content?

We’re also working on “The Panel,” which will include major department stores found within Simon— everywhere from Barneys to Bloomingdale’s to Sephora—that will weigh in on all things trending. Then we’ll have “Space Invading,” which will take a look inside industry insider’s spaces. Our first feature for “Space Invading” will be with L.A.-based blogger Michelle Madsen of Take Aim. We’re also working on “The Edit,” where we will partner with influencers to have them curate their favorite things of the moment found at Simon—from clothing and accessories to home decor and food.

Will you be focused on featuring certain types of brands, or will you be covering all the brands in your roster?

It’s really across the board. We’ve got everything from luxury to value. We have three portfolios within Simon—the mall platform, premium outlets, and mills, which is a hybrid of the two. So it truly is everything from the outlet locations to the top luxury retailers.

It’s anything from Gap to Louis Vuitton.

FA S H I O N W E E K D A I L Y. C O M

As a mall brand, are you ahead of the curve by creating a digital editorial presence?

That’s definitely the idea. There are a lot of retail brands that are out there doing this. Some of the ones that have stood out for us are H&M Life and Bergdorf’s 5th at 58th. But we really feel like an editorial platform is essential in this day and age, and when you think about our business and the fact that we have to support a portfolio of properties and thousands and thousands of brands, there’s really no better way to support them than a robust editorial hub. One thing to consider is that we have 4,000 brands and 35,000 stores that call Simon home, so we have a lot to talk about.

How will you make Simon’s consumers aware that this digital platform exists?

It’s going to be mainly driven via social media.

We’re highly focused on Facebook and Instagram.

We have a hashtag dedicated to the site called #foundatsimon.

What is your social media reach on those platforms right now?

Our overall social media reach is more than 5 million and growing.

What will be the overall brand strategy behind the site?

We have an “always on” content strategy. We’re planning to publish feature stories every day and enhance it with daily social content. We’ll also be partnering with media properties such as Condé Nast on content, in addition to our writers, bloggers, and influencers, and we have some other content partners that are currently in the works as well.

How would you describe Simon in relation to other mall properties?

Simon is making multibillion-dollar investments to transform the shopping center environment via cutting-edge architecture, stylish interior design, new and healthier dining options, and compelling entertainment. So whether it’s sophisticated fashion shows, style lounges, concerts, new brands, or a number of other innovative amenities, there’s always something fresh and exciting at Simon centers.

When will the site launch?

We plan for it to go live on September 16 at simon.com/said.

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FA SHION W EEK EDITION

VOLUME 12 ISSUE 163.5

H IG H L IG H T S ENTERTAINMENT Alexander Wang’s afterparty to be sponsored by Sientra, purveyor of premium breast implants, 5D

RETAIL

Hood by Air’s Spring collection receives official endorsement from the American Mountain Guides Organization, 7D

SE P T E M BE R 16 , 2015

chic SHALL T

(NEW YORK) The critics, the edi-

tors, and Cathy Horyn all agree— Riccardo Tisci’s Givenchy show was a universal success.

The American designers, however, beg to differ.

Several have even banded together to petition the CFDA to enact a ban on Tisci, similar to what the organization has done with regards to underage models. “What’s wrong with the good, old-fashioned American fashion show?” says the venerable Mera Lang, nibbling on three leaves

of romaine, two radishes, and half a cherry tomato, on her terrace.

“We have it all—top models, spalike music, and even divine little hats, each and every time.” The younger generation, which relies more heavily on spectacles, was much more dismayed.

“Riccardo embarrassed us,” says Razaro Fernandez. “Do you know how much we spent on our last show, and we didn’t even get a mention of our set from Vanessa Friedman? What do we have to do—become besties with Dan Flavin? Do you have his number?”

SCANDAL

(SILICON VALLEY) Technology entrepreneur Clarissa Rayder has

Only 12% of showgoers at NYFW are wearing clothes they actually paid for, study finds, 1A

FA S H I O N W E E K D A I L Y. C O M

61˚ Dark and brooding

DESIGNERS PROPOSE RICCARDO TISCI BAN

I N S I DE

OPINION

PAGE 2

FA S H I O N ’ S FA U X E S T N E W S S O U R C E * C H I C S H A L L O T. C O M

Major Publishers Endorse Editor App

Pierre Rougier confines all mid-level editors to the fifth row until The Daily agrees to reveal identity of “Dear Publicist” author, 3B

WE ATHER

dropped another product launch on the unsuspecting publishing universe. “The Editor” app will allow publishers, marketing directors, and even primates to create their very own magazines. “All you have to do is input numbers for your target demographic and answer a few easy questions about your favorite celebrities, designers, photographers, and astrologers,” says Rayder, who counts publishing titans like Slo Dripp among the app’s most enthusiastic adopters. “It costs $199, as opposed to the $199,000 annual salary required to sustain a human being in EAPDP New York,” says Rayder.

“And no talk of ‘editorial integrity’ guaranteed!” Up next for Rayder: “The Creative Director” app: “It’s exactly the same as ‘The Editor,’ but instead of magazines, it’s a wizard at ad campaigns.” David Lipman has already disapproved.

ON THE CATWALK REVIEW: LANG ZOI’S POST-MINIMALISM As I was sitting in Moynihan Station, waiting for Lang Zoi to finally get things rolling, I was struck by a memory straight out of old New York—the days when one actually went to a post office in person, for things like stamps, you know. This nostalgia must have been informing Zoi’s sensibilities, too, because he sent his collection to the show venue by USPS, and it went missing in transit. So the show was delayed, whoop de doo, and the models took to the runway in whatever they had—G-strings and makeup, for the most part.

It was contrarian and antiquarian, and I, for one, thought it was his most successful collection to date. Everyone’s doing the ’90s these days, and for those of us who were already in our 40s during the first era of minimalism are loath to try it again. Zoi took things a step further and asked, what happens when there’s nothing left to be nostalgic about? I’m calling it the Birthday Suit look, and while I wouldn’t exactly wear it myself, I predict it will be big in the streets, especially Times Square. —Katie Lorne

B FA N YC . C O M ( 2 ) F I R S T V I E W ; G E T T Y IMAGES (2); SHUTTERSTOCK

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