Purple hysteria broke out at 5 p.m. Thursday when Taylor Swift stepped onto a carpet of her favorite color — purple — in front of Macy’s Herald Square. Singing broke out from of phalanx of teenage fans, while one determined young man repeatedly shouted, “Taylor Swift, marry me!”
“I’m blown away that there are this many people here,” a Tracy Reese-clad Swift said, surveying a crowd that appeared several-hundred people deep, both outside the store and behind barricades on the store’s main floor. “It’s crazy and it’s wonderful.”
While the real Taylor was only in New York, Macy’s livestreamed the appearance for the Wonderstruck launch to stores in Atlanta; Miami; Philadelphia; Indianapolis; Washington, D.C.; Chicago; Houston; Memphis; San Francisco, and Rancho Cucamonga, Calif., noted Martine Reardon, executive vice president of national marketing for Macy’s. The retailer was positioning the event as a national fragrance launch, perhaps the first of its kind.
Just 300 of the $153 sets were sold, generating sales of nearly $46,000. Each contained, in addition to a guaranteed in-person meeting with Swift, a 3.4-oz. eau de parfum, a 6.8-oz. scented bath gel, a 1-oz. edp travel spray, a tote bag and an autographed Wonderstruck ad. Fans started camping out Tuesday night to secure their places in line, with the line already several-hundred people long by dawn Wednesday.
“A personal appearance is great because it gets a celebrity out there, but it’s limiting,” said Elizabeth Park, evp, North America Marketing for Elizabeth Arden, of traditional store appearances. “This gives us the opportunity to reach out to millions online at macys.com, elizabetharden.com and Taylor’s Facebook page.” Swift has more than 26 million Facebook fans, Park noted.
Swift gives a resounding “no” to the idea of a men’s fragrance and said while she hasn’t decided on a name for her second scent, it will most likely come from the lyrics of one of her songs, as did Wonderstruck — named after a line in her song “Enchanted.”
Does the stylish Swift aspire to do a clothing line? “Not right now, I don’t really feel like doing that right now either. Maybe at some point in life I will, but you can only chase so many rabbits before you lose them all.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)