NICE DIGS: Speaking of Hearst, Esquire will unveil its seventh annual Signature Space experiential marketing platform on Sept. 21 at the new Soho Mews luxury residential development. The magazine has partnered with advertisers and other participating brands to create the “Ultimate Bachelor Pad” in a pair of penthouses, and will host a series of 12 events through Nov. 9 in the space. The kick-off gala will celebrate the Film Society of Lincoln Center’s premiere of Michael Moore’s new film, “Capitalism: A Love Story.”

The Signature Space program is Esquire’s largest annual marketing initiative in terms of revenue generated for the Hearst title. As in its previous incarnations in New York and Los Angeles, Esquire advertisers and partners brand each room in the 9,200-square-foot apartments and fill them with state-of-the-art technology and top-of-the-line furnishings. Participating brands include Hugo Boss, Diesel’s Only the Brave fragrance, Davidoff, Lufthansa, HP, Heineken, LG, Elit by Stolichnaya and Jose Cuervo Platino.

This story first appeared in the September 18, 2009 issue of WWD.  Subscribe Today.

There are fewer fashion advertisers this year due to the economy, noted Kevin O’Malley, vice president and publisher of Esquire, with spirits and technology the largest categories represented in the program. Most of the events held in the Signature Space include a charity component, and the program has raised more than $7 million for various causes since its inception, according to Stephen Jacoby, associate publisher of marketing at Esquire. Events this year will benefit Save the Children, VH1’s Save the Music Foundation, FasterCures and The Watermill Center. Rufus Wainwright is slated to perform at the Watermill event.

— David Lipke

30 DAYS IN NINE MONTHS: Hearst Magazines’ 30 Days of Fashion will be smaller than in years past. For one, the four-year-old program deal will only have one sponsor, the Italian Trade Commission, rather than several American-based corporations; past participants have included MasterCard, Chevrolet and General Motors. And the program will only include four major Hearst titles and Harper’s Bazaar spin-off Runway Report, as opposed to eight core magazines in the past. But the event will run much longer than a month’s time, with shopping events, online offerings and special content continuing through next spring.

“What the ITC is doing with us is enormous,” said Harper’s Bazaar vice president and publisher Valerie Salembier, who is spearheading this year’s event. “It’s all about driving consumers into stores. This is the Italian government’s understanding that the retail market in the U.S. is challenged. They wanted to show these companies that sell in the United States enormous support in a challenging retail year.”

Hearst will kick off the program Tuesday. The company then will unveil the 30 Days of Fashion Web site, also known as, that will include information on Italian fashion manufacturing regions, click-throughs to featured brands and giveaways. Runway Report, which drops on newsstands Sept. 28, will include a 16-page photo portfolio tied to the program. Similar portfolios covering men’s and women’s apparel and jewelry will run in the November issue of Town & Country, the January issues of Harper’s Bazaar and Esquire and the February issue of Marie Claire. On Oct. 14, Hearst will host an event for executives and VIPs at the Hearst Tower.

Hearst and the ITC also will bring 55 specialty retailers to Italy for several trade events over the next several months, with each magazine hosting eight to 10 retailers apiece. And in the spring, 30 Days will launch a two-week retail promotion for consumers at 150 U.S. specialty stores.

The 30 Days marketing program also includes 30 Days of Beauty and 30 Days of Home events across several Hearst titles. In October, 30 Days of Beauty will launch, with sponsors Coty fragrances and John Paul Mitchell. Ads and a special insert will launch across Cosmopolitan; Good Housekeeping; Harper’s Bazaar; O, The Oprah Magazine; Redbook, and Seventeen. Its shelter-themed program, 30 Days of Home, will launch in the first quarter of 2010.

— Stephanie D. Smith

JUSTICE’S COVER TURN: Supreme Court Justice Sonia Sotomayor is making her first turn as a cover model in the December issue of Latina. On Wednesday, the Bronx native was photographed at the Supreme Court Building in Washington for the December cover of the magazine. But no fashion credits were needed — the judge wore her black robe for the shoot. Latina has covered the first Latina supreme court judge several times throughout the years, and has been selling T-shirts with the slogan “Wise Latina” on its Web site.

— Stephanie D. Smith

TO A T: With a cigarette dangling from his mouth, Josh Hartnett walked by the long line of editors waiting to get into the T: The New York Times Style Magazine party at the Standard Hotel on Wednesday night and was quickly ushered in for pictures with editor Stefano Tonchi, who hosted, in his words, a very “grown-up party.” Indeed, the crowd was in a revelatory mood, with some guests filing in after the Proenza Schouler show, held a few hours earlier at nearby Milk Studios. Designers Lazaro Hernandez and Jack McCollough made the rounds; Glenn O’Brien held court near the entrance, standing a few feet away from Simon Doonan, and Bonnie Morrison, Tory Burch and Lauren Santo Domingo were huddled together, with André Balazs watching. Throughout the evening, Sean Lennon, Jeff Koons, Calvin Klein, Rogan Gregory, Phillip Lim, Richard Chai, Yigal Azrouël, Cynthia Rowley, Thakoon Panichgul, Terry Richardson, Jim Moore, Courtney Love, Paula Patton and Robin Thicke and Liya Kebede stopped by. “We are celebrating five years and I don’t think this could have gone better,” said Tonchi. “It’s been a week full of magazine celebrations and it felt kind of good seeing other editors come to my party — Jefferson [Hack, from Another magazine] and Olivier [Zahm, from Purple] and the people at V. I think our role here is to bring a niche kind of publication to the masses.”

— Amy Wicks

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