GOODY BAG: Shoshanna Gruss has teamed with Elizabeth Arden as its first style director. To fete the partnership, the fashion designer and beauty company held a dinner in Manhattan at Il Principe’s rooftop venue on Tuesday night to celebrate their first collaboration, a multicolored dotted cosmetic bag that will be sold as a gift-with-purchase for $32.50 beginning in July.

“I’ve always said about myself and my brand is that I am the customer,” said Gruss at the dinner, which also drew Olivia Palermo, Nicky Hilton and Charlotte Ronson. “I design for myself and my peers and as my life has evolved that group has become bigger. What [Elizabeth Arden and I are] trying to do together is encompass all that and make it more about the lifestyle and incorporate the product into that.”

This story first appeared in the June 19, 2014 issue of WWD. Subscribe Today.

As style director, Gruss will be in charge of taking Elizabeth Arden’s Web site and social media content beyond product.

“[Elizabeth Arden was] looking for the youthful consumer that appreciates the quality of our products,” said Tamara Steele, senior vice president, North American regional marketing at Elizabeth Arden. “We’re looking to infuse Shoshanna and bring her customer to our brand.”

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