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THE M&M SHOW: For all the millions (10 of them, according to reports) that Gap spent to get Madonna in its corduroy campaign with Missy Elliott, and for all the ensuing pooh-poohing over whether Madonna still has the muscle to ignite a fashion trend, the Gap might well get its money’s worth. At the start of a 12-hour promotion of the cords at its store at Fifth Avenue and 54th Street in Manhattan on Wednesday, when customers could receive a free monogram embroidery on a pair of jeans, more than 100 customers were lined up outside the store at 8 a.m. One woman trekked in from Philadelphia to secure a pair of pants. Within hours, Gap had to rush extra stock uptown from its 34th Street location, and by midday, nearly 1,100 pairs of the $49.50 style had been sold, limited only by the production capability of four embroidery machines.
This story first appeared in the July 31, 2003 issue of WWD. Subscribe Today.
THREAD COUNT: Sonia Rykiel is the latest designer entering the home market this fall. Under a license with Anne de Solène, the designer is bringing her Sonia Rykiel Maison collection for beds and baths to the U.S. in September, launching in department stores and her own boutiques. Naturally, the line features lots of colorful stripes on comforters, sheets, towels and a bathrobe, and for those with a sweeter taste, a cherry print available in a range of Rykiel’s staple colors.
TO THE BEAT: Luca Del Bono, a founding partner of Quintessentially, the London-based luxury concierge service, is setting up his own shop. Del Bono has just founded Beat, a super consultancy for luxury business, offering services that include branding, marketing, product placement, public relations and sponsorships. “It’s a one-stop shop for luxury brands — and we also do bespoke projects,” said Del Bono on the sidelines of the Cartier International Polo event in Windsor Great Park Sunday. Beat’s eclectic roster of clients includes Gucci, Tiffany & Co., Unicef, Naomi Campbell, Ermenegildo Zegna and London’s new Drones Club, owned by Piers Adam and Marco Pierre White. The half-Italian, half-English Del Bono will continue to work with Quintessentially — and its founders Tom Parker Bowles and Ben Eliot — but he’s not looking back. “I’m turning 30 this year, and it was time for a change,” he said.