“White Hot Hope” Rallies Bridal Retailers for a Good Cause October is one of the three most popular months to get married and 10/10/10 is expected to be a white hot wedding date. BRIDES magazine, the industry’s leading consumer publication, is harnessing this impending wedding energy with a “pop-up” bridal experience in New York City – the “White Hot Style Shop” – along with a nationwide philanthropic retail campaign dubbed “White Hot Hope.”
The White Hot Style Shop is a high-style inspiration shop that will feature the magazine’s invaluable advice, fashion and beauty on October 8-10 at 465 West Broadway in Soho. Open to the public, the shop will feature complimentary hair tests by Pantene, mini makeovers by Make Up For Ever, fashions by Kleinfeld, Rosa Clara, Le Spose di Gio and Bel Aire, bridal travel tips from Macy’s and Samsonite, “Breakfast in Bed” with Nautica, designer table settings by Bernardaud and Oneida and the ultimate gifts from Tissot. Guests will also experience styling and etiquette advice, manicures, cake tastings, custom cocktail creations and flower workshops.
On hand throughout the weekend will be industry experts and celebrity wedding planners, including Colin Cowie and Marcy Blum, Buddy the “Cake Boss,” Bill and Giuliana Rancic, Randy Fenoli of Kleinfeld and TLC’s “Say Yes to the Dress” and the editors of BRIDES. Guests can also support the magazine’s two charities, Operation Smile and Dress for Success, by purchasing an exclusive “cause bracelet” for $15, with proceeds benefiting the charities.
“October is one of the most popular months for weddings and a perfect time to debut a unique bridal experience that brings our magazine’s expert advice, services and style to life in an experiential setting,” said Editor-in-Chief Millie Martini Bratten. “At the same time, we’re harnessing the astonishing power of wedding-related spending to make a difference by inviting the entire industry to come together in support of two worthy charities.”
The White Hot Style Shop events will include:
October 8
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11am: Meet Buddy “Cake Boss” Valastro and taste his famous sweets during a live Q&A with BRIDES Weddings Director Maria McBride on life, baking and being on TV.
Noon: Maria McBride helps you to create your own wedding floral looks, with flowers supplied by Harvest.
4:30pm: Meet Operation Smile Ambassadors Bill and Giuliana Rancic who will sign copies of their new book “I Do, Now What?” and share advice from their first year of marriage.
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October 9
11am: Author Kate McDonough of The City Cook conducts a demo and offers sneak peeks of her new book.
Noon: Meet celebrity planner Marcy Blum for a live version of the November issue featuring “Playing Favorites.”
2pm: Join BRIDES Fashion Director Rachel Leonard for styling advice and a runway show of gowns tailored to special settings.
5-7pm: Haute & Spicy Tasting directly from the pages of the November issue.
October 10
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12pm: Brunch with Randy Fenoli of Kleinfeld and Say Yes to the Dress as he discusses wedding style and shopping tips.
2pm: Meet Colin Cowie as he creates wedding day reception themes and answers questions about throwing the perfect party.
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BRIDES has also rallied the bridal retail industry to support its first-ever White Hot Hope campaign, which takes place throughout October and includes 150 nationwide retail events, special deals and incentives from over 30 top brands and 200 participating retailers, all to benefit Operation Smile and Dress for Success. Macy’s, the lead retail partner, will host 60 “Sip & Scan” registry events nationwide that invite engaged couples to enjoy in-store “mocktails” while browsing gift options for the bride and groom. Other national retail supporters include Alfred Angelo, Bed, Bath & Beyond, Crate and Barrel, Kleinfeld, Nautica and Wedgewood. Some participating partners will send a portion of proceeds to benefit the two charities, while others will offer gift-with-purchase, gift-with-registry and gift-with-try-on incentives. Retailers will also offer BRIDES’ “cause bracelet” as a gift-with-purchase or for-sale to benefit the two charities.
Visit www.whitehothope.com for more information and a complete schedule of events.
Crain’s reporter, Adrianne Pasquarelli reports that fast-fashion retailer Forever 21 has secured a 6 month lease for 693 Fifth Avenue, the former Takashimaya building. This will be the 5th store in New York for the retailer and a smart move to reach a new demographic.
