Crowds gather around Justin Bieber wherever he goes, and Dolce & Gabbana’s Fashion’s Night Out on September 8 was no exception. In fact, when the Teen Dream’s New York fans found out he was visiting the Dolce & Gabbana store on Madison Avenue and 69th street, they showed up in such numbers that media observers described the crowds as “almost out of control.”
Yes, Justin Bieber’s first Fashion’s Night Out appearance must have seemed a bit too much like deja vu to his manager Scooter Braun, his security team, and others in his entourage. The hundreds of screaming beliebers who surrounded the D & G store were like a replay of the Biebs’ June appearance at Macy’s where he was tackled by an adult man who turned out to be an undercover cop. Fortunately, nothing that dramatic transpired on Thursday. However, the “complete madness” that ensued as a result of JB’s visit, caused the fire marshal to show up and order him to go upstairs. Apparently, there were so many people crowded around the entrance and exits, that the marshal must have considered it a fire hazard. Sadly, some of Justin’s fans didn’t get to see him.
Fortunately, however, according to Hollywood Life, Scooter Braun was there to help with the merchandise signing. Whatever that means. No offense to Scooter, but his autograph on a D & G purchase isn’t quite the same as the Biebs’.
They came, they met their favorite celebrities, they shopped a little. From Justin Bieber’s surprise performance to Sarah Jessica Parker signing Manolo Blahniks, The Daily Beast reports on the best of Fashion’s Night Out 2011.
For Jessica Kaufman, the decision to attend Fashion’s Night Out happened at 3 p.m. Thursday, right after she got home from high school. That’s when the 16-year-old checked her Facebook page and saw a status update that Justin Bieber would be at Manhattan’s Dolce & Gabbana store that night. She tossed on a dress and bolted for the door of her Westchester home—with her mother in tow. A few hours later, she was huddled inside the Madison Avenue store with a crowd of other squealing teens who had all shelled out $35 for the tube of lip gloss required for purchase to stand in an area of the store where you might glimpse Bieber. “I’m more in love with him than any person I’ve ever seen!” she squealed.
Welcome to Fashion’s Night Out, the annual global shopping bonanza engineered by Vogue editor Anna Wintour. Now in its third year, the event featured 1,000 retailers in New York City, joined by participants in over 250 American cities and 18 countries. Stores opened their doors after-hours to throw parties, host celebrities, and greet customers—all in the hope of selling clothes. Once referred to as “Anna’s fashion stimulus package,” Fashion’s Night Out has become a massive global fashion party.
Last year’s event modestly boosted retail and raised over $800,000 for charity, but the event has become known amongst shoppers as a goldmine for freebies: A night to guzzle champagne, stock up on free t-shirts, and win prizes. This year, though, things were different: Retailers wizened up to the freebie-game—and found new ways for visitors to shop. It seemed to have worked: Around New York, people were slowly willing to shell out if it meant having a good time.
At Diane von Furstenberg’s store in the Meatpacking District, scores of young women came to meet the designer. Standing by the cash register, she had no trouble as doubling as a salesgirl herself. Someone inquired about a bag and von Furstenberg (who is married to Barry Diller, chairman of IAC, an owner of The Newsweek/ Daily Beast Company) began explaining why they should buy it. “Look,” she said, running her hand along a slot on the side. “You can put your iPad here.”
Alexander Wang judged a talent show in the downtown store; Michael Kors joined a kick-line with the Rockettes; Miss Piggy descended on Opening Ceremony at the Ace Hotel—and Sarah Jessica Parker signed Manolo Blanik heels. Shoppers responded, buying cheaper items such as cardcases at Tory Burch, nail polish at Chanel, limited edition key chains at Alexander McQueen, and moccasins at Bottega Veneta.