DRESS? WHAT DRESS?: In the ever-blurring lines between social media and product placement, Marc Bouwer president Paul Margolin claims Alicia Keys’ stylist Jocelyn Goldstein reneged on an Instagram post. Goldstein borrowed 12 dresses from the designer, including the white gown the Grammy winner wore to the “Coming to America”-themed birthday party she threw for her husband Swizz Beatz on Sept. 11. The way Margolin tells it, Goldstein agreed to give Bouwer his due by crediting him as the designer in an Instagram post of her during the party.

Goldstein declined to comment.

This story first appeared in the September 23, 2014 issue of WWD.  Subscribe Today.

While Bouwer does not typically loan celebrities dresses for non-red-carpet parties, Margolin said he made an exception since Keys has 2.7 million Instagram followers. When there was no post during the party or the following day, Margolin inquired about the delay with Goldstein via text and e-mail, some of which he shared with WWD, including one where Goldstein asked if Keys could keep the dress when she posts.

When it became clear there would not be an Instagram post citing Bouwer as the designer, Margolin suggested Keys pay $5,000 for the $10,000 dress, but to no avail. “This is a very reputable agency. It’s no joke,” he said, referring to Goldstein’s employer Margaret Maldonado Agency. The 11 other dresses were returned and Margolin was told the white gown would be returned Sept. 15 or 16, and then he claimed he was informed it needed to be dry-cleaned. At his request, Goldstein provided a copy of the Madame Paulette $539 dry-cleaning ticket, which reads, “Makeup on the front, badly soiled dirty hemline, requires wet cleaning.”

At one point, Margolin said he received a call from an executive at MMA thanking him for the dress and telling him how much it meant to Keys. “I said to him, ‘What is that going to do for me? Am I supposed to call my mother to tell her, ‘They called to say thank you?’”

The MMA representative then allegedly told him that he would have needed a legal contract to have Keys Instagram a photo since she has a deal with Givenchy. Margolin said he balked at that suggestion and insisted Goldstein should have stood by her word. “This is how it works. This is the common code. This is universal for stylists. As far as I’m concerned Jocelyn is acting as an agent when she comes in here for a dress. I feel whatever she says should stick. If you say in advance you’re going to do it, you need to do it. It’s understood if you’re going to borrow a dress, you’re going to get credit for it.”

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