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This story first appeared in the December 14, 2004 issue of WWD. Subscribe Today.
THE TWO FACES OF SHARAPOVA: Tennis ace Maria Sharapova will take center court in two “What You’re Made Of” ads for Tag Heuer next March, one in a sportif mode, the other, portraying a sense of casual chic. Four sets of photographs comprising 600 shots have been taken by Patrick Demarchelier, including one group of the 17-year-old Wimbledon champ playing tennis in Los Angeles and another of the willowy Russian native romping on the beach in Malibu, Calif. In the latter setting, Sharapova emerged from behind a rock facade and ran along the water’s edge in Malibu while Demarchelier backpedaled just ahead of her, snapping away in the surf, related Daniel Lalonde, president and chief executive officer of LVMH Moët Hennessy Louis Vuitton Watch & Jewelry North America. “It was very action-oriented, very Tag Heuer,” Lalonde said. The two takes on Sharapova’s style, slated for spring editions of women’s magazines, each will highlight a different Tag Heuer timepiece: a 2000 series quartz watch with a mother-of-pearl face and diamond markers, and a Formula 1 sports watch.
BERGDORF BUNCH: Jewelry design duo Roberto Faraone Mennella and Amedeo Scognamiglio kicked off their three-day trunk show at Bergdorf Goodman with an intimate lunch hosted by Anne Grauso.
Grauso, a devotee of the Faraone Mennella line, was wearing an ornate lime citrine necklace on which she had fastened an oversized moonstone and rose quartz brooch. The social set and jewelry lovers — Emilia Fanjul Pfeifler, Tara Rockefeller, Noreen Buckfire, Valesca Guerrand-Hermes and Princess Amanda Borghese — turned up for the occasion. After lunching on poached chicken and jasmine rice, Grauso was surprised with a birthday cake and singing for her big day. The ladies then headed downstairs to shop, and bestsellers included Faraone Mennella’s signature hand-twisted long gold chains, precious stone pendants with diamonds, oversized hoops with pavé diamonds and coral and diamond drop earrings from the couture collection. The jewelers’ personal appearances boosted sales — for the week, the pair raked in more than $70,000.
CHEAP THRILLS: “It’s just like Portobello market!” said Anita Pallenberg at Topshop’s Jumbo Thrift Sale held at the Oxford Circus flagship to raise money for the AIDS charity Terrence Higgins Trust. Her co-host, Bay Garnett, had a different perspective on the makeshift market stalls packed with 3,000 items of clothing donated from the likes of Sadie Frost, Chloé, Gucci, Valentino, Armani and Twiggy. “I think it’s more like a set from ‘Sesame Street’; some kind of Seventies kids’ television program,” said Garnett, who welcomed more than 460 guests, including Matthew Williamson, Bella Freud, Markus Lupfer, Lara Bohnic, Poppy and Daisy de Villeneuve and Tata-Naka design duo Tamara and Natasha Surguladze.