Memo Pad: Arena’s Invitation to Splash… ‘Page One’ at the Box Office…

French swimwear brand Arena has invited editors and others to don the suits and dive into a pool at the Racing, a private sports club in Paris.

The Bodysensation swimsuit from Arena.

SWIM TIME: French swimwear brand Arena is out to make a splash with its spring-summer collection by inviting editors and others to don the suits and dive into a pool at the Racing, a private sports club in Paris. The happening will be followed by the screening of a short 3-D film featuring French Olympic swimmer Alain Bernard in one of the Arena suits. The projection will be held on June 23 during the Paris men’s collections, with the screening to take place on the facade of the Frank Gehry-designed Cinémathèque Française.


This story first appeared in the June 21, 2011 issue of WWD.  Subscribe Today.

PAPER ON FILM: The critics couldn’t agree on “Page One: Inside the New York Times,” but all the pre-film hype made a difference for its debut at the box office. The movie had a respectable opening, according to those in the industry, pulling in $28,911 on two screens in New York, said an analyst at Box Office Mojo. It will open in select theaters in California, Connecticut and New Jersey this weekend and will roll into more theaters throughout the country next month.


SWAN SONG: Carolina Herrera has tapped Amy McFarland as vice president of marketing and communications, a new post. When she joins the company next month, she will assume some of the responsibilities held by Phoebe Gubelmann, who exited the company as director of communications late last month. After five years of being Herrera’s right-hand woman, Gubelmann said she is taking the summer off. She also worked for the designer for nearly two years in the late Nineties.

McFarland will be based in the New York headquarters and will report to Caroline Brown, president of Carolina Herrera. She will come on board from the nonprofit New Yorkers for Children, where she has served as director of development, overseeing public relations, marketing, events, corporate partnerships and celebrity relations. Her new post will cover similar terrain, as well as building strategies for retail, wholesale and digital communications. McFarland was Zac Posen’s director of marketing and communications at one point.

In other news, Herrera has whipped up the wedding dress Kristen Stewart’s character, Bella Swan, will wear in “The Twilight Saga: Breaking Dawn — Part 1,” which opens Nov. 18.

Rosemary Feitelberg

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