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stylists say goes,” says B/W/R’s Matt Meyerson, a
product placer. “I sent clothes to [model] Beth Os
trosky for her fiance, Howard Stern, and though she
thought he’d love them, she said, ‘We’ll only know
when his stylist gets back from vacation.’ ”
MEET THE POWER STYLISTS
Phillip Bloch was arguably the first to see and ex
ploit the nexus between designers, stars and the red
carpet and the publicity that resulted was a win
win for all involved. Hollywood took notice of him at
the 1997 Oscars, when he had 11 big-name clients, from
Will Smith to Sandra Bullock to Angela Bassett.
In 2002, Bloch asked little-known designer Elie
Saab to hold a sheer-topped burgundy satin gown
from his collection so it would be seen first when
Halle Berry wore it to the Oscars. The gamble
worked for both. Suddenly, Saab was someone.
TVendmeister Rachel Zoe gained buzz
positive and negative for her clients who
shrank physically as their fame grew. “Zoe- II
bots” hiding behind huge designer bags, head
scarves and oversized shades have included
Sienna Miller and Lohan. Zoe’s most remark
able transformation? Nicole Richie, who went | j
from Paris Hilton’s chubby sidekick to a sleek /
mama-to-be.
Jennifer Rade, stylist to Brad Pitt, An- |
gelina Jolie and Pink, has upped the stars’
Ifc cool and helped Kasil’s sales of skinny j
, jeans quadruple when Pitt wore them.
Jessica Paster dresses Cate Blanchett A
in classics and Kate Hudson in beach-chic, VA
while Cristina Ehrlich and Estee Stanley
have helped Maiy-Kate and Ashley Olsen
create their boho-homeless chic look and
made Jessica Biel and Penelope Cruz dazzle
at award shows.
Robert Verdi pointed Eva Longoria
toward swimsuits with cutouts. And
.' ; K Alexander Allen East Coast styl-
ist to Beyonce, Shakira and Toni
Braxton “invented Eve, the rap
per,” Verdi says, taking her from street to red
carpet chic in Paco Rabanne.
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FROM STAR TO STORE TO YOU
In the end, it’s all about money. “Stars
are walking billboards. They’re millions
of dollars of free advertising around I
the world,” says Dana Thomas, Neivs
week’s fashion reporter and author J
of Deluxe. The phenomenon also
puts a lot of pressure on stars, who, JL
in their desire to look good, turn to the W 2
professionals not just for evening wear, ft
but also for their most basic clothing ■
items and accessories.
Sales spike after star sightings, Mey
erson says: “If a celebrity wears an
item, it implies they love it, and it
must be great.” He fuels the buzz by
posting pics on the Web of celebs
wearing his clients’ fashions. Soon,
weeklies, fashion magazines and
websites from here to Aus- i
tralia and China run the |
images, and sites like j
Ja PL StarStyle.com tell you €
where to buy it
' By controlling a J
Hi celeb’s entire closet, 2
kJ|stylists influence even i
seemingly minor sash- "
f 1 ] ion choices. “Within
j six weeks, Le Doux, a
j fledgling brand, sold SIOO,OOO
IlltlSillSg ' worth of two bikini styles
gSaArtA;:,- \ Cameron Diaz wore in Ha-
waii,” Meyerson says. “At the next
trade show, Dillard’s and everyone
knew the brand and sought
it out”
[ For the average non-famous
Madonna's most recent
influence on fashion?
■ Ed Hardy T-shirts
MM sporting
Sf vintage
>* J, tattoo
L i designs.
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■
shopper, “celebs have become their personal stylists.
They show what looks cool and how to put it all to
gether” says Lezley Goldbaum, fashion editor for the
retail trade’s Tobe Report.
Stores have to keep tabs on Richie in head scarves,
Cameron in bikinis, Madonna in vintage tattoo-laden
Ed Hardy T-shirts and Mary-Kate Olsen in white
plastic-rimmed Ray-Ban Wayfarers or they risk
falling behind. “Our customer likes to be part of the
buzz, so we keep our budget liquid to move and groove
within the season,” says Ann Watson, vice president
and fashion director at New York’s Henri BendeL
Although they had never carried Wayfarers, Bendel
jumped on the bandwagon, devoting a Fifth Avenue
window to the newly fashionable glasses. Target also
seizes the moment, and when Jessica Simpson, Lon
goria and others carried the Marc Jacobs hobo bag,
the bargain-conscious big-box store knocked it off at
a lower price.
Continued on next page
When Mary-Kate Olsen made
white Ray-Ban Wayfarers a
wardrobe staple, fashionistas
snapped them up.
USA WEEKEND • Oct 5-7,2007
OLSEN M DRESS FERNANDO AUINOE. NY KJST/SfLASK OLSEN M SUNGLASSES: LONDON ENTEITCUNMENT/SHASH NEWS
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