WWD.com/fashion-news/fashion-features/fashion-scoops-the-o-c-connection-shopping-lit-baby-talk-704067/
government-trade
government-trade

Fashion Scoops: “The O.C.” Connection … Shopping Lit … Baby Talk

<B>“THE O.C.” CONNECTION:</B> “The O.C.” star <B>Mischa Barton</B> will have some Keds footwear to pair with her Aeropostale wardrobe. The actress has signed on to star in advertisements and serve as a spokeswoman for Keds...

“THE O.C.” CONNECTION: “The O.C.” star Mischa Barton will have some Keds footwear to pair with her Aeropostale wardrobe. The actress has signed on to star in advertisements and serve as a spokeswoman for Keds Corp., beginning in 2005. “As we were building our strategy, one of the things we talked about as critical to get the brand to appeal to younger customers was to find a spokeswoman representative of who we wanted to be,” said Shawn Neville, president of Keds Corp. “Clearly, her ability to reach that target is high.”

Barton signed a two-year footwear exclusive to appear in Keds ads and make personal appearances to support the brand, which is in addition to the contract for Aeropostale announced in May, for which she appears in back-to-school and holiday marketing campaigns. Barton has previously appeared in ads for Dooney & Bourke. The Keds campaign will be created by the advertising agency Toth Brand Imaging, based in Concord, Mass.

SHOPPING LIT: Cynthia Rowley is turning over her East Hampton shop to novelist Bill Powers on Saturday to celebrate his first book, “Tall Island,” which is being published by a new imprint from BlackBook magazine.

Powers used to be the editor of BlackBook and currently is Rowley’s boyfriend, so he had some connections. But the book, which is about a group of conceited young Manhattanites circa 2002, is generating some early buzz nonetheless. Alan Cumming, a friend of Rowley’s and Powers’, said, “It makes ‘Sex and the City’ look like kindergarten.”

Philip Seymour Hoffman, Molly Shannon and Aida Turturro are expected at the party for the book, which has cover art by Rowley and is due out on Sept. 7.

BABY TALK: The deliveries keep on coming from the Taharis. On top of Rory Tahari’s year-old T21 collection, the designer and wife of Elie Tahari just delivered the couple’s second child, a daughter. Zoe Tahari was born last Saturday, joining the Tahari’s three-year-old son, Jeremey.