Memo Pad: Social Engagement…Path of Glory

Salvatore Ferragamo jumps into the social media arena today with a new viral project, the W List.

Salvatore Ferragamo’s W List.

SOCIAL ENGAGEMENT: Salvatore Ferragamo jumps into the social media arena today with a new viral project, the W List, centered around the fall 2010 reissue of the its iconic W handbag. The project marks a redesign of Ferragamo’s Web site that’s intended to engage users and stimulate shopping.

“The launch of the W List coincides perfectly with restyling our site, which also launches this week and features an enhanced shopping experience,” said chief executive officer Michele Norsa. “The W handbag was originally created for Mrs. Wanda Ferragamo, and is a centerpiece of the resort 2011 collection.”

This story first appeared in the November 24, 2010 issue of WWD.  Subscribe Today.

The 60-day “digital jet-set” initiative at is the brand’s first social media campaign and includes an interactive component that allows fans to generate their own content. A group of tastemakers were chosen — ranging from bloggers, artists, actors and fashion insiders — to kick off the project by sharing stories about their personal style, recent travels or anything else that might serve as a source of inspiration, but come Wednesday, anyone can contribute.

While editorial from Elettra Rossellini Wiedemann, Barbara Bush and Selita Ebanks will populate the W List upon its launch, users are encouraged to submit their own content for the duration of the initiative and vote for those they find most interesting. The campaign will culminate in a contest, and the stories with the most votes will move to the top of the list. The brand has its own YouTube channel and plans to launch an official Facebook page in the near future. — Rachel Strugatz

PATH OF GLORY: These might be strange times in the media world but one thing remains true: If you’re a young assistant for a big magazine editor, there’s a good chance you’ll land safely on someone’s masthead.

Case in point: Katherine Stirling, David Remnick’s assistant as of July, is the new articles editor at Vanity Fair. She’s been on the job for three weeks. “I’m absolutely delighted to be here,” said Stirling, 28.

She left Remnick’s side after three years on the job in late July. She worked briefly with Deborah Needleman at WSJ, before landing the job at Vanity Fair to edit features.

“I was impressed with Katherine’s youth and clear intelligence,” said Graydon Carter, who surely is happy to add a late twentysomething to his stable of editors, in an e-mail.

“She’s just very good,” said Remnick. “I wouldn’t waste a colleague’s time like Graydon’s unless she was good and so I recommended her.”

In addition to assistant duties at The New Yorker, Stirling got to edit writers like Alec Wilkinson and Barbara Demick.

Stirling now joins the Remnick assistant alumni group, which includes, among others, Dana Goodyear, a staff writer at The New Yorker and the co-founder of the young adult literature and tech business Figment, and Kate Taylor, an arts reporter at The New York Times.

And who’s the next lucky Remnick lady? That would be Alexis Okeowo, who will work alongside longtime New Yorker executive assistant Brenda Phipps. — John Koblin

NO MORE CANDY: Janet Ozzard left New York magazine and her job as editor of The Strategist section in February to become editor in chief at DailyCandy, but she didn’t stay long. After only eight months, Ozzard parted ways with the daily Web newsletter and, on Tuesday her byline was spotted back on So, has she returned to the magazine? Ozzard told WWD that she’s doing part-time slide show editing for over the holidays. As for her departure from DailyCandy, she called it a “mutual, amicable parting.” A DailyCandy spokeswoman said a successor has not been named.

Ozzard’s first item appeared on Tuesday in The Cut section. The post provides information on the Issa label, which was worn by Kate Middleton last week when she appeared publicly with Prince William to announce their engagement. — Amy Wicks

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