LA LA LAND: After a brutal winter on the East Coast, Bloomingdale’s executives enjoyed a stylish spring break in Los Angeles. Following last fall’s style icons-themed marketing campaign that featured seven New Yorkers — including Eidos creative director Antonio Ciongoli and restaurateur Michael Chernow, as well as commentary by blogger Michael Williams from A Continuous Lean — the executives celebrated the digital initiative’s L.A. edition on Thursday night with Departures magazine.
“I always appreciated L.A. style, especially casual sportswear,” said Kevin Harter, vice president for men’s fashion direction at Bloomingdale’s. “Guys out here have a good take on individual style. We came in and did some research and found seven guys that were diverse, with different ages and different looks.”
Those diverse men included Toms founder Blake Mycoskie, art curator Franklin Sirmans, stylist Johnny Wujek, actor Manish Dayal, chef Roy Choi, eyewear designer Garrett Leight and TV production head Tom Leach.
After a shopping event at the Bloomingdale’s store in Beverly Center, where Nylon magazine cofounders Marvin and Jaclynn Jarrett dropped by, the party moved to the Palm restaurant in Beverly Hills. Still, the icons didn’t rest on their laurels. Wujek took a break from prepping Katy Perry’s wardrobe for her forthcoming concert tour in Asia and South America to attend the dinner. Leight is about to add retailer to his job title, opening the first stores for his five-year-old namesake company in San Francisco and New York later this year. Other guests who supped on filet mignon and chicken parmigiana at the Palm included Matt Goldman, who styles Adam Levine, and Rob Zangardi, who, with his styling partner Mariel Haenn, is readying Cara Delevingne for a press tour to promote her new movies.
Aside from their professional accomplishments and personal style, the L.A. men’s social media prowess also gave them an allure. After all, “driving traffic” was how Bloomingdale’s chief marketing officer Frank Berman summed up one of the benefits of linking with them and Williams. According to Bloomingdale’s, the New York version of the campaign that launched last October generated a click-through rate of 35 percent, compared to single digits for the average click-through for men’s online look books.
Indeed, a photo that Wujek posted on his Instagram account after the dinner tallied over 3,640 likes from his 159,000 fans. Like any digital savant, he emoted through hashtags: “#honored #blessed #thankful #inspired #proud.”