MEMO PAD

UPROOTED: Normally, a new fragrance craves exposure. Not this time. Gianni Versace's Blonde--still in development--will get a lot of press in September it would rather not have. As reported, Versace said this week it planned to "pull indefinitely" the new fragrance, which was set to launch in stores in September. However, editorial features about Versace and Blonde were already on press for the September issues of Harper's Bazaar and Vogue, and neither magazine could pull them in time. Marie Claire, however, was able to pull its feature.
Ads presented another thorny issue. While Harper's Bazaar and Marie Claire were able to cancel the Blonde ads, Vogue couldn't swing it.
"After the issue closed, they decided to delay it [the launch]. Gianni is a great client. If we could have gotten him out, we would have. It was on press," said Ronald A. Galotti, publisher of Vogue.

HOME DELIVERY: No time to get to your nearest Polo store? Ralph Lauren has published his first Home catalog that will be sent to 2.5 million customers, beginning Aug. 15. The 44-page catalog features 150 different items from the home furnishings collection, ranging from a vintage one-of-a-kind truck ($16,500) to sheets, towels, dinnerware and furniture.
"It's a way of really making our home furnishings more accessible to people and to support all of our accounts and freestanding stores," said a Polo spokeswoman. The plan is to issue two home catalogs a year.

DESIGNING WOMEN: CNN is adding fashion, lifestyle and health to its news lineup. A 2 1/2 minute segment called "All About Women" will start airing Aug. 14, anchored by Janine Sharell. CNN will produce 200 segments over a 52-week period that will air 14 times a week over all day parts. The first segment will cover TV's influence on fashion. The series is produced by Justine Simons and Allison Orr and is exclusively sponsored by Revlon.

TRIXI HITS THE BEACH: Trixi, the new street/activewear division of Gilda Marx Inc., will take its message to the California beaches. Starting Saturday, Trixi will introduce Vargas-style posters on 75 lifeguard towers featuring model Charlize Theron. The posters carry such taglines as "He used to brag about his self-control," and "Obviously she aroused more than just his curiosity." The ads were shot by Moshe Brakha.
Mitchell Guzik, president of Gilda Marx, said, "Our customer spends much of her daytime at the beach, and we want to attract her attention when she's there."
Beginning in October, Trixi advertising will run on key panels and telephone kiosks around the country. The ads will also appear this fall in various magazines.
For fall, Trixi will spend close to $1 million on its ad campaign. l TURLINGTON'S FALL: Christy Turlington will pop up all over this fall. In addition to appearing in the Valentino, Calvin Klein and Anne Klein campaigns--as well as on the cover of Saks Fifth Avenue's fall catalog and the September Elle--she's the featured model in Max Mara's fall ads. The campaign was photographed in Parc St. Cloud, outside Paris. The ads, shot by Max Vidukal, will appear as a four-page insert in the September issues of Vogue, W, Harper's Bazaar, Elle and Marie Claire, as well as in The New Yorker and Fashions of the Times. The company will spend $1 million on its campaign this fall, up from $800,000 last year, said Donna Cristina of Dente & Cristina, Max Mara's ad agency.
Max Mara will also borrow the Turlington mannequins from the Metropolitan Museum of Art and use them in its Madison Avenue store windows in September. "We shot the background [at Parc St. Cloud] and we'll put the Christy mannequins in the same clothes as the ads," said Cristina.

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