NEW YORK — Saks Fifth Avenue has linked with ABC’s “Scandal” to try to win style points with some of the show’s estimated 10 million weekly viewers.
To celebrate the political drama’s Oct. 3 premiere, the show’s star Kerry Washington, creator Shonda Rhimes and costume designer Lyn Paolo will meet-and-greet shoppers at the flagship on Oct. 2. Out on Fifth Avenue, fans will find “Scandal”-inspired window displays curated by the Emmy-nominated actress, who plays Washington insider Olivia Pope, and Paolo. None of Washington’s actual costumes will be on view, but there will be pieces from her character’s favorite designers, such as Giorgio Armani, Donna Karan, Calvin Klein, Michael Kors and Carolina Herrera. There will also be such popular Pope-isms as “It’s handled” printed in the windows. A Mercedes-Benz (similar to the ones used in the show) also will be featured in one of the windows.
All these efforts are part of Saks’ and ABC’s interest in wooing the drama’s 18- to 45-year-old fans. Both parties plan to ramp up attention via their respective social media. “Scandal” has one million fans on Facebook and nearly three million Twitter followers, according to Adam Sanderson, Disney/ABC Television Group’s senior vice president of franchise management. (The show is produced by ABC Studios.)
Special “Scandal”-esque displays will be featured in select Saks stores, and several designer fashions and accessories from Saks will be showcased in upcoming episodes during the upcoming season.
Having worked on the deal with ABC over the past few months, Saks Fifth Avenue’s Chairman and chief executive officer Steve Sadove said, "This partnership allows fans of the show and our customers an opportunity to shop looks that are representative of the characters' style, many of which have been curated by Lyn and Kerry."
As part of its plan to make “Scandal” a lifestyle brand, ABC is interested in developing a signature line for working women who relate to the clothes Washington wears on the show, Sanderson said. No formal plans have been set, but such companies as The Jones Group or Ann Taylor would be likely candidates, he said. Should such a sportswear deal — or one for another category — come to pass, ABC executives would consider implementing what Sanderson described as “watch it, buy it” shopping, such as Get This, which allows fans to buy styles from their favorite entertainment.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)