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CYNTHIA ROWLEY PARTNERS WITH FOURSQUARE: Cynthia Rowley will use location-based social medium Foursquare to launch Cynthia Rowley Bridesmaids at a wedding-centric event at the brand’s West Village store on Thursday. In conjunction with The Dessy Group, the line’s manufacturer, and new store Lovely Bride, enthusiastic brides-to-be who show up will receive a $25 gift certificate to dessy.com and 15% off bridal orders just for checking in (placed through Lovely Bride). Checked-in attendees will also be entered to win a gift collection worth $500. Macala Wright Lee, principal of digital marketing and merchandising agency Fashionably Digital, was commissioned to develop and implement the campaign into Cynthia Rowley’s social media model, resulting in what will be the first time a manufacturer, a designer and a retailer collaborated on this kind of initiative. “In order to tell a larger story that tied in the Cynthia Rowley lifestyle, we developed a specific profile on Foursquare for a fictional bridesmaid and accompanying Twitter account. We developed on-brand check-ins, the places that a bridesmaid or bride in the line’s target demographic would shop,” said Lee, adding there will be corresponding blog posts on lovelybride.com. Lovely Bride — the featured retail component of the collaboration that will carry the new collection — also plans to offer similar incentives to guests who check in on Foursquare for one week following the event, beginning Friday. All dresses in the collection retail from $175 to $220.
The latest social media updates from the fashion world:
Jezebel’s @jessicacoen discovered that co-host of the fourth hour of the Today Show, Hoda Kotb, is just like us: Hoda Kotb rides the Jitney. Huh.
@RobertVerdi really has strong feelings about Capri pants: capri pants. hate them hate them hate them hate them. He adds: Capris rock on women! But on men, yuck.
@OscarPRGirl reached 7,000 followers.
@dkny: FRIED CAULIFLOWER. That’s all
Nine West posted behind-the-scenes pictures from their Vintage America Collection photo shoot with Joss Stone.
Juicy Couture’s fall ad campaign was shot by Steven Meisel, and according to the brand’s blog, The Daily Couturist, the set was “ full of quirky furniture, irreverent décor, and real props pulled from Juicy stores,” including a 50-foot charm bracelet, a refrigerator full of Juicy fragrance and a festive custom-made tiered cake.
Rebecca Minkoff, ever the dedicated blogger, is updating Minkette while traveling for work in China and Seoul, Korea. In addition to taking photographs taken by the designer, a highlight of Seoul was “trying Korean sake for the first time.”
Chris Benz’s first weekly “Ask Chris Benz” column launched on Fashionista.com. The designer tackled an issue from a reader based in Seattle (Benz is from Seattle too) about what one should do when they love fashion but don’t necessarily have access to the opportunities available in New York.