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Paul Stuart has entered the blogosphere.
For the first time in its 73-year history, the New York City-based specialty store has turned five of its Madison Avenue windows over to bloggers and stylists for the rest of the month, inviting them to showcase their interpretations of the Paul Stuart and younger Phineas Cole brands. “It’s a dynamic and unexpected way to show the diversity of Paul Stuart and Phineas Cole,” said Shahriar Shahandeh, Paul Stuart’s head of marketing and brand development. Those participating are Nick Sullivan, fashion editor of Esquire and Esquire Black Book; Christopher Callis from Men of Habit; Michael Williams of A Continuous Lean, and Lawrence Schlossman of Sartorially Inclined.
Shahandeh, who joined Paul Stuart last year, added: “We put a lot of effort into our windows and they’ve always been controlled by us and show how we want our brand to be perceived. But we decided to let the stylists and bloggers have free rein, offer a different perspective and let them interpret Paul Stuart the way they see it.”
Some of the results were a bit of a surprise, he admitted. “Michael Williams is very preppy, but the rigs he pulled together are not preppy at all.”
Shahandeh said the only prerequisite for the bloggers and stylists was that they had to incorporate tweed into their window displays in some way.
He said the participants will use social media to talk about the project. “It will be interesting to see what happens.”