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VUITTON TWEETS: Twitter received another thumbs-up as a major brand communication tool when Louis Vuitton on Friday launched an official page on the micro-blogging platform. This is Vuitton’s first foray into the social media community, and Twitter followers of louisvuitton_US can gain information about the brand, from celebrity sightings to tweets on Vuitton’s parties, product launches and design collaborations. “With this new presence on Twitter, we hope to provide not only additional customer service to our clientele, but also a unique look at all aspects of Louis Vuitton,” said Daniel Lalonde, president and chief executive officer of Louis Vuitton North America. “This new forum will allow us to communicate the extensive characteristics of the brand to a broader group and offers followers an exceptional experience with Louis Vuitton.”
With the Internet gaining in prominence as an important communication and sales tool for fashion brands, Vuitton also is enhancing louisvuitton.com with exclusive content. On Friday, it made its first online launch with the Totally Monogram tote. The bag, available in three sizes, will be exclusive to the site until June 1, after which it will be sold at Louis Vuitton stores. — Marc Karimzadeh
This story first appeared in the May 18, 2009 issue of WWD. Subscribe Today.
IN THE WORKS: Among the late Brooke Astor’s many activities, she wrote essays on the art of flirting and etiquette for Vanity Fair. And Astor’s editor, Graydon Carter, is expected to testify this week in the trial of Astor’s son, Anthony Marshall, who is accused of scheming to defraud his mother. So it’s no surprise the magazine is planning an article as soon as the verdict is handed down, by Astor expert Meryl Gordon. (Vicky Ward, John Richardson and Dominick Dunne all have tackled the scandal for Vanity Fair in the past.) Gordon, the director of magazine writing at New York University’s Arthur L. Carter Journalism Institute, also is adding another chapter to her book “Mrs. Astor Regrets,” for fall paperback release.
“Everyone’s curious about what happened,” said Gordon, who’s surprised by the number of journalists covering the trial. “You would think there was nothing else more important going on in the world.” Also joining reporters at Manhattan Criminal Court are producers for ABC’s “20/20,” which is planning a program on the trial. Correspondent Deborah Roberts paid a visit to court on Thursday and chatted with the Marshalls. The tabloids have been particularly vicious about Marshall’s third wife, Charlene (dubbed “Miss Piggy” by perennially pugnacious New York Post columnist Andrea Peyser). “The sexism involved in how she is physically described is really upsetting,” said Gordon. “It’s been over-the-top.” — Elisa Lipsky-Karasz
CONTINENTAL EXPRESS: Anoushka Borghesi has been named communications director, Europe, at Yves Saint Laurent, a new post. Borghesi already has moved to YSL’s Paris headquarters from London, where she was YSL’s public relations director for the U.K. In her new role, Borghesi will oversee p.r. for continental Europe and the U.K., and will have significant involvement in European media planning, special projects and events. She reports to Siddhartha Shukla, YSL’s global communications director. Borghesi’s successor in London has yet to be named. — Miles Socha