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.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty