NEW YORK — Get ready for Fashion’s Night Out marketing blitz.
This story first appeared in the August 25, 2009 issue of WWD. Subscribe Today.
To further spur awareness of the Sept. 10 retail initiative, a public service announcement will air on network TV, in taxi cabs and online beginning Wednesday.
Trey Laird, of Laird + Partners, developed the creative, and Douglas Keeve, director of “Seamless” and “Unzipped,” filmed designers, actors and models, including Sarah Jessica Parker, Sean “Diddy” Combs, Carolina Herrera, Zac Posen, Chanel Iman, Alexander Wang, Raquel Zimmermann, Karlie Kloss, Coco Rocha, Daria Werbowy, Tory Burch, Jack McCollough and Lazaro Hernandez of Proenza Schouler, Oscar de la Renta, Rachel Roy, Vera Wang, Ashley Olsen, Jessica Stam, Donna Karan, Diane von Furstenberg and Isaac Mizrahi.
“I had this wish list of people to cast and everyone basically said yes,” said Laird.
Posen, who filmed his segment with Iman, said the media has become a tool for fashion, adding that, while business is still challenged, there has been movement into the positive. “It’s about survival till the end,” said Posen who, on Sept. 10, will appear in a window at Bergdorf Goodman painting dresses, worn by model Anna Cleveland, that will be available for purchase.
Tory Burch’s plans for Fashion’s Night Out include throwing a block party in Manhattan’s Meatpacking District with DJ Cassidy. Burch, who is prominently featured in the PSA, said business is picking up again. “Despite this environment, we are hanging in there,” she added. “It’s making us better and more focused.”
Vera Wang told WWD she will be on-hand at both of her stores on Sept. 10. “FNO is global, glamorous and positive. It’s taking our industry efforts directly to the client, with a clear, united voice,” Wang said.
While filming, each participant was asked to wear the official Fashion’s Night Out T-shirt in his or her own sartorial style. “I was pleased to do it,” said Roy adding she developed a crush on Keeve. “I’m not an actress and I had to follow Sarah Jessica Parker, which was a little intimidating, but I had a lot of fun with it.”
There are multiple versions of the ad and Parker kicks off one with: “New Yorkers are always in fashion,” and Diddy is dancing and hamming it up with Mizrahi. Off camera, “Isaac said, ‘I love you’ to Puffy and Puffy looked back at him and said, ‘I love you, too,’” Laird recalled. “It was great to see all of these characters come together.” And de la Renta had some fun with Rocha, twirling her around.
The final scene cuts from Parker to a huge crowd on 39th Street between Seventh and Eighth Avenues, filled with hundreds of fashion industry employees, from interns to merchandisers, clad in the Fashion’s Night Out T-shirts. The scene ended a day’s worth of filming designers and celebrities.
“Anna [Wintour] showed up and she was cheering loudly, yelling louder than anyone else,” said Laird who, along with Keeve, worked on the PSA free of charge.
“It’s about people’s jobs and livelihoods, putting the fun back into fashion again, that it’s going to be a huge celebration of fashion and everybody within the industry is going to be present,” Wintour told WWD. “We are all in this together and we are all here to help, and that really was also the thinking behind the event.”