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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)