NEW YORK — Ten minutes before Rosie Huntington-Whiteley bounded onto the stage for a personal appearance at Macy’s Herald Square, the British actress-model, and face of Burberry Body, was sitting upstairs in a wood-paneled boardroom wondering aloud if anyone would show up.
A handler quickly assured her a crowd was forming, and Huntington-Whiteley shot back with a grin, “What, all two of them?”
She needn’t have worried — from the looks of the 300 to 400 people waiting for her on Macy’s main fragrance floor, cash registers humming in the background to the tune of about $15,000 to $25,000 in retail sales of Body, according to estimates by industry sources.
Prior to the appearance, Huntington-Whiteley — who has also served as the face of Burberry Prorsum — noted that Body was her first TV fragrance commercial. “Christopher [Bailey, Burberry’s creative director] and Mario [Testino, who shot the campaign] wanted to capture a true British brand image, which is why they chose the trench,” she said, of the article of clothing that is more off her body than on in both the print and TV ads. In contrasting the differences between appearing in advertising for beauty versus fashion, she said the objective in fragrance advertising is “more about capturing emotion in an image.”
She noted that seductive tune playing in the background of the Body TV commercial — “Rosé,” by The Feeling — came from a band discovered by Bailey, who is known for finding new British musical talent. “Chris is always telling me about bands and new talent, and when I heard the album, I knew ‘Rosé’ would be his choice,” said Huntington-Whiteley. “It’s a beautiful song, very lovely, sweet and seductive.” Its topic? “Drinking,” she said with a smile.
A former Victoria’s Secret model, Huntington-Whiteley landed her first movie role, “Transformers: Dark of the Moon,” this past spring, and noted she’s currently reading scripts in search of her next role. While she especially loves action films, she said no matter what the genre, she’s drawn to characters who are “strong, independent women.”
Muriel Gonzalez, executive vice president and general merchandise manager for cosmetics, fragrances and women’s shoes at Macy’s, said Macy’s began selling the scent last Wednesday. “It’s doing very well so far,” she said. The new fragrance will be rolled out to 667 Macy’s doors.
Stanislas Archambault, chief operating officer of Inter Parfums, said the fragrance would be available in about 2,500 department and specialty stores in the U.S. He said the Burberry brand ranks number 12 in the U.S. but is lacking a pillar women’s fragrance brand. He refused to discuss figures, although industry sources calculate that the company is aiming for a sales target of $20 million to $25 million at retail for the fall season alone. To accomplish this, industry sources estimate that about $7 million will be spent on advertising in the launch season.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)