A quartet of starlets are slated to add sparkle to Cyber Monday when Mary-Kate and Ashley Olsen, Kate Bosworth and Rachel Bilson participate in a Facebook broadcast for their respective fashion ventures with BeachMint Inc.
The fashionable foursome will appear from 10 a.m. to noon, Pacific time, Monday on a streaming broadcast on facebook.com/stylemint. A downloadable application will enable real-time shopping and exclusive deals to stream concurrently to the broadcast. A “buy now” button will allow viewers to purchase directly from the Facebook page rather than redirecting to the StyleMint e-commerce site.
“We launched StyleMint as an online brand to take advantage of the incredible trend in social commerce. This event is a perfect example of why we were excited to work with an innovative company like BeachMint,” said Mary-Kate Olsen.
The Olsens, Bosworth and Bilson will participate via prerecorded segments that will be intercut with live commentary from Hillary Kerr and Katherine Power of the fashion blog WhoWhatWear. The duo will moderate the live portion of the broadcast and interact with viewers from BeachMint’s Santa Monica, Calif., headquarters.
Several of the celebrities may call in during the broadcast, along with other surprise guests, said John Volturo, chief marketing officer at BeachMint.
The Olsens partnered with BeachMint earlier this spring to launch StyleMint, which sells T-shirts for $29.99, shipping a new option once a month to customers who opt into the program. The BeachMint model utilizes social media, videos and an interactive interface to market the Olsens’ celebrity and personality to shoppers.
The company first launched with a jewelry site called JewelMint in partnership with Bosworth in October 2010. A shoe site, called ShoeMint, will debut Thursday in partnership with Bilson and Steve Madden. A beauty site, called BeautyMint, launched last month in partnership with Jessica Simpson, who is not participating in the Cyber Monday promotion.
BeachMint is working on the live broadcast with LiveStream and R to Z Media, a marketing firm founded in August by Randi Zuckerberg, the older sister of Facebook founder and chief executive officer Mark Zuckerberg.
“BeachMint and its partners are transforming a time where people typically shop alone into a live online event where they’ll be shopping alongside their favorite designers,” said Zuckerberg.
“Working with Facebook, LiveStream and R to Z allows BeachMint to leverage some of today’s most engaging technologies to bring commerce to Facebook and interact with our members in a way that’s never been done before,” said Josh Berman, co-founder and ceo of BeachMint.
Berman, a co-founder of MySpace, launched BeachMint in June 2010 with partner Diego Berdakin, also a veteran of MySpace. The two have raised $38.5 million for their company in several rounds of venture funding, according to TechCrunch.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)