Desiree Rogers, Cover Girl... The Big Winners... Martha Down...

DESIREE, COVER GIRL: It’s clear to anyone paying attention that White House Social Secretary Desirée Rogers sees her role beyond that of party planner. And as a cover story in the new WSJ. magazine appearing this weekend shows, Rogers’ Harvard M.B.A. is at least as relevant as her skills in choosing flowers and linens. “We have the best brand on earth — the Obama brand,” she tells WSJ.’s Amy Chozick. “Our possibilities are endless.” She likens her approach to that of Dove in expanding beyond a bar of soap. “You basically need to understand what your customers want and need,” Rogers adds. Brand management can be tricky. Perhaps with that sensitivity in mind, during the WSJ. shoot with Marc Hom, White House press secretary Robert Gibbs vetoed a shot of Rogers in an Oscar de la Renta ballgown in the First Lady’s garden, according to the story. Rogers was, however, dressed in the likes of Jil Sander and Calvin Klein for the magazine’s pages.

— I.C.