The fashion world will always rub up against Hollywood as a way to garner attention (with the eternal apex being the right dress on the right star on Oscar night), but there’s a cost-cutting trend going on.
Just as the boutique found its place in a world of department stores, the small party is taking the place of the mega-event in the Hollywood-adjacent fashion universe.
Out are the multi-million dollar, 1,000-guest APLA and Fire & Ice Ball-style events; in are the smaller, more intimate parties — with a young star guest list. “Piggy-backing on the glamour quotient at a decent price,” in the words of one industry savant.
Last week saw a slew of relatively modest-sized Hollywood-meets-fashion events. Christina Ricci and Chloe Sevigny hosted a party at the BevHills Chanel store for the Chance fragrance. Stella McCartney announced a partnership with Absolut at the Chateau Marmont. And Sergio Rossi had an in-store reception hosted by Jamie Tisch for the opening of his Rodeo Drive boutique.
“What this is,” said a consultant, “is fashion is trying to strategically spend less money and still get the world’s attention in Hollywood.”