Bebe Stores Inc. has yet another — slightly older — new face.
The company has hired model-turned-actress Rebecca Romijn to succeed Mischa Barton as the marketing symbol of its bebe contemporary brand. Earlier, the retailer named actress Eva Longoria to be the face of its activewear division, Bebe Sport.
The signings of the thirtysomethings — Romijn is 34, Longoria, 31 — might suggest the company's intent to market to a slightly older customer (Barton is 20). But chief executive officer Greg Scott said bebe's target demographic, 25- to 35-year-old women, will remain constant.
"We never thought of Mischa as her character on ‘The O.C.,'" he said. "We portrayed her as more of a woman in our images. With Rebecca, we'll keep her in that same genre."
The process of signing Romijn and Longoria was lengthy. "It sometimes takes a year to choose [a spokeswoman]," Scott said. "You have to meet with them many times to make sure there's a connection between the person and the brand.…I think Rebecca's always represented someone who is a very natural, sexy, self-confident woman."
Scott said Barton's contract with bebe was always intended to be finite. "We always knew we would sign someone new in a year," he said. "Mischa did an amazing job for the company and gave us a lot of presence," he said.
Romijn, whose modeling career included two Sports Illustrated covers and a stint hosting MTV's "House of Style" series, is best known for her role as the shape-shifting Mystique in the "X-Men" movie franchise. Last month, ABC announced that Romijn would join the cast of its "Ugly Betty" series.
"I have always been impressed with the strong, sexy and confident image that reflects the bebe brand," Romijn said in a statement. "I am thrilled and proud to be working with them."
Scott declined to detail terms of the deal. Advertisements will launch mid-April in magazines, on billboards and through direct mail, a month after Longoria's campaign is to appear. Romijn will make her first official appearance for the brand in the front row of the collection bebe runway show during Los Angeles Fashion Week in March.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye