Oscar de la Renta is tapping into his love of gardening — and those who have been taken by pictures of his luxurious homes on Pinterest — to promote his latest book, “The Style, Inspiration and Life of Oscar de la Renta.”
The oversize red-canvas-bound book, featuring an image from de la Renta’s time at Balmain on the cover, will be available for preorder Friday on oscardelarenta.com and will ship in March. The book highlights archive images, the designer’s personal photos, fashion editorials, and pictures of his friends and muses as well as his homes and gardens. There are quotes about de la Renta from Hillary Rodham Clinton, Sarah Jessica Parker, Oprah Winfrey and Taylor Swift, and a forward penned by Anna Wintour.
“In a sense, it doesn’t get more old-fashioned than a coffee-table book, so how do we use new-fashioned things to let the world know we’re doing this?” Oscar de la Renta chief executive officer Alex Bolen told WWD. The project began as an update to de la Renta’s book with Assouline, which was published in 2002 under the same title. Along the way, the book became a substantially new work, with fresh images, chapter structure and text.
Because the book is heavily rooted in lifestyle elements, the brand decided to turn to the social medium with a cult following in these areas, Bolen explained.
“I have experimented with Pinterest, and as I started to figure it out, Oscar stuff popped into my feed all the time,” Bolen said. “We’ve come to understand that on Pinterest, Oscar exists in a lot of ways — but in particular, the garden world.”
Additionally, Bolen stumbled upon two homemade books that de la Renta made last year using MyPublisher and gave to family and close friends. The books contained about 100 images by de la Renta showing the designer’s homes, gardens and outdoor spaces in Kent, Conn., and Punta Cana, Dominican Republic — some of these were also used in the forthcoming book. Today, a Pinterest board will go live on the brand’s page at Pinterest.com/oscarprgirl featuring these never-before-released images.
The effort will both let people know that a new book is coming out, with each image linking to the preorder page, and create reasons for customers to engage with the brand.
Bolen calls initiatives like this “experiments,” and the last experiment came when the brand released its fall ad campaign on Instagram in August.
“We learned that we need to have a more robust mobile site,” Bolen said of the Instagram ad test. “We couldn’t handle the inbound traffic. It didn’t literally crash, but it was so many people [coming to the site from a mobile device]. While it was successful in many ways, I don’t think we capitalized on the commerce opportunity that we could have if we had been better prepared for our success.”
The brand plans to launch an updated mobile experience later this year.
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