Strengthening its association with Michelle Obama after she wore its $148 dress on “The View” last summer, White House|Black Market is feting the incoming First Lady’s move to the official White House by converting its Union Station store in Washington, D.C., into “inaugural dress headquarters” — a first for the retailer.
This story first appeared in the January 8, 2009 issue of WWD. Subscribe Today.
“Back in June, we were thrust into the spotlight when Mrs. Obama wore us on ‘The View,’ and since then we’ve been on a journey with her and we wanted to take her to the inauguration,” said brand president Donna Noce. “Our tag line is ‘From Our White House to Yours.’”
From Friday through the inauguration on Jan. 20, the Florida-based retailer is transforming its Union Station store with dozens of inaugural party-appropriate dresses — retailing from $148 to $278 — taking over the inside merchandising, and with specially designed dresses — “The White House Inaugural Collection” — taking over the windows.
The retailer has designed four one-of-a-kind gowns to auction, with proceeds benefitting The Clothes Off Our Back Foundation. Through Jan. 15, they can be bid on at Clothesoffourback.org, with a starting bid of $400. The dresses — named The Eleanor, The Abigail, The Jackie and The Ladybird — are all size 8 and are expected to arrive in time for the inauguration.
Four other D.C.-area White House|Black Market boutiques will also add an assortment of inaugural-appropriate dresses and accessories to their normal mix.