FALLING FOR MILLY: Milly’s Michelle Smith isn’t rushing summer’s exit but she is already anticipating fall. That’s when her second store in Kuwait — and her fifth one in the Middle East — will open. A few weeks ago the designer opened her second location in Dubai.
Looking to shake up her label’s image a bit, Smith recruited Drake Burnette for her fall advertising campaign. Lensman Cedric Buchet shot the dark-haired model, who starred in Larry Clark’s film “Marfa Girl.” Smith said she liked the idea of using a smart, multidimensional, exciting girl who isn’t too precious. In addition to print and online ads, their collaboration will include an online video that will be posted on the designer’s site.
Having tested a capsule collection of eveningwear for spring, Milly will go full-fledged into the category for fall at Neiman Marcus, Saks Fifth Avenue and other select stores including Milly boutiques and its online store. “It’s completely amazing how it has taken off right out of the gate,” Smith said.