NEW YORK — "Look what I’ve got," exclaimed 34-year-old Fader publisher Jon Cohen, exhibiting the exuberance of a teenager as he whipped out his new, sleek, blue Nokia 3650 cell phone and hoisted it to snap instant digital photos of his...
NEW YORK — "Look what I’ve got," exclaimed 34-year-old Fader publisher Jon Cohen, exhibiting the exuberance of a teenager as he whipped out his new, sleek, blue Nokia 3650 cell phone and hoisted it to snap instant digital photos of his breakfast companions outside Balthazar.
Nokia, he explained, is a client of Cornerstone Promotion, a marketing agency formed in the late Nineties, when Cohen and business partner Rob Stone exited marketing gigs at Sony and Arista, respectively. Initially a promoter of fledgling musicians, founded by Stone in 1996, Cornerstone’s franchise was extended to fashion, film and technology clients when Cohen joined him a year later. Today, its roster includes Nike, Diesel, Levi’s, Sprite and Microsoft’s MSN network and Xbox.
Three years ago, the pair founded The Fader magazine, aiming it at 10,000 music business insiders. They quickly found a broader readership that was interested in the fast-forward pop-culture trends and products the staff chronicles, many of which they learn about from their Cornerstone cousins. Cohen’s new Nokia is one such example: The 3650 won’t be on the market until May.
Now, The Fader, which marries glossy, alt-design pages with a street sensibility — and devotes significant space to fashion — has just upped its frequency to bimonthly from quarterly. According to Cohen, the move was made after advertisers said they’d support two more issues a year. The Fader’s rate base has grown to 75,000. Those readers are 25 years old on average; most are between 18 and 30, and 40 percent are female.
Fashion’s presence in the 208-page March-April issue ranges well beyond the 49 pages devoted to style layouts in features such as The Season’s Hottest New Swimwear and a Q&A with denim-meister Adriano Goldschmied.
When probed about the magazine’s dubious genesis — springing as it did from the belly of a marketing agency — the pair insisted they’re vigilant about keeping Cornerstone’s interests from compromising The Fader’s editorial integrity."We don’t force anything on the magazine staff because of Cornerstone," Cohen stated. (There were a half-dozen Levi’s and Diesel items shown in the March-April fashion spreads, for instance.) In fact, Stone said, "It often works the other way: Magazine advertisers sign on with the marketing agency."A case in point is Levi’s, which expanded its relationship with the media enterprise, from advertising in The Fader to mounting a promotion with Cornerstone and HBO this January at the Sundance Film Festival. The trio rented a mansion in Park City, Utah, and invited artists attending the nearby festival to stop by, relax — and get fitted for Levi’s Type 1 denimwear. Guests included John Leguizamo, Jessica Lang and Salma Hayek. A month later, Levi’s got serendipitous TV exposure for its heavily hyped Type 1 brand when Leguizamo presented a Grammy award sporting a Type 1 denim jacket he’d selected during the promotion at Sundance.
Stone’s and Cohen’s next moves? Lining up artists at the nascent Fader Music label and promoting "Hooked," the first movie produced by five-month-old Fader Films — in partnership with Kicked Down Productions — set to premier May 7 at the UA Nine in Battery Park City. The 62-minute documentary, directed by Michael Skolnik and William O’Neill, spins the story of street ball legend Demetrius "Hook" Mitchell, who grew up in Oakland, Calif., playing with future NBA all-stars Gary Payton and Jason Kidd. (Unlike his childhood pals, Hook didn’t make it to the NBA — even though, at 5 feet 9 inches, he could jump over a Volkswagen and slam dunk a basketball. Hook’s virtuosity on court attracted hustlers who exerted a negative influence on him, including drug dealers who paid him for making dunks in high school games. Hook is now serving a six-year sentence at San Luis Obispo Men’s Penal Colony, for a 1999 robbery.)
Despite tough times for the media business, Stone waxed hopeful about the new projects, saying, "We see The Fader magazine as a media hub."
@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)