NEW YORK — Scoop founder Stefani Greenfield has landed a Plum assignment.
The retailer is hosting "Inside the Ultimate Closet," a 30-minute program about fashion that made its debut July 30 on Plum TV, the 24-hour cable television network targeting well-heeled resort areas like the Hamptons, Nantucket and Martha's Vineyard. While mentions of trendy, branded items get their share of air time and different trends are shown on different people, the show's spotlight is on the people involved with fashion. The aim is to pique viewers' fashion curiosity and develop an ongoing interest.
"I hope that people who are interested in fashion find mentors. People who are not interested in fashion become interested, and people just like it," Greenfield said. "It's about the people behind all these fabulous creations."
There is also an interactive shopping component for viewers to buy the trends that are mentioned and occasionally shown by visiting Ultimatecloset.com. At the end of the program, a ticker reads "All it takes is a quick click and you'll be styling," and points viewers to the Web site. "The whole concept is, 'See it, want it, buy it, wear it,'" Greenfield said. "I know I sound like an infomercial. But the show is about being interested [in fashion]."
A good portion of the items offered on the Web site are also available at Scoop, the nine-unit specialty store operation based here.
The show aims to have a softer sell by having people who often dictate the trends talk about fashion. They offer their picks of the season, but not in a Home Shopping-inspired way, Greenfield said. Instead of offering a see-the-item, buy-the-item format, "Inside the Ultimate Closet" will also address sources of inspiration such as music, theater, art and street life. The show was inspired in part by another program, "Inside the Actors' Studio," in which James Lipton hosts informal chats with film insiders about their careers and personal philosophies.
Plum founders Tom Scott and Carry Woods were interested in doing a show about fashion, so Greenfield and producer Susan Cappa developed "Ultimate Closet."
Greenfield kicked things off by chatting with her former employer Donna Karan at the designer's airy beach house. Another former colleague and friend of Karan's, Lynn Kohlman, surprised Greenfield with a cameo.
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