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fashion-memopad

Memo Pad: Hilfiger's Capitol Tour... Elle Launches Video Star...

As the fashion world continues to embrace Washington, designers are finding new ways to capitalize on the energy surrounding the White House.

CAPITOL TOUR: As the fashion world continues to embrace Washington, designers are finding new ways to capitalize on the energy surrounding the White House. Tommy Hilfiger, for example, chose D.C. as the backdrop for his new ad campaign, the second in the series “American Stories,” which celebrates iconic U.S. cities. Photographer Phil Poynter shot models Sessilee Lopez, Shannan Click and Ben Hill at the Lincoln Memorial, Washington Mall and Jefferson Memorial. “This season we wanted to highlight the dynamic energy in Washington, and capture the people who are representing our nation and the real moments in their lives,” said Hilfiger. The campaign’s story line will extend to the Web through a digital city guide, which will launch soon and include the designer’s favorite city spots to visit. Ads also will run in fall magazines, including Vogue, GQ, Vanity Fair and Harper’s Bazaar, as well as outdoor in European cities such as Amsterdam, Brussels and Zurich.

— Amy Wicks



DO IT YOURSELF: Elle is launching its own version of YouTube for the beauty world. Emily Dougherty, beauty-fitness director, said Elle Video Star was inspired by the growing popularity of how-to beauty videos on YouTube, which have doubled during the past year. Video Star is an online community for makeup artists — amateurs and professionals. Cover Girl has signed as the inaugural sponsor for one year, noted Dougherty, who added that Elle may launch similar sites to Video Star in the future. “We want to incorporate as many parts of the Elle brand as possible on the Web,” Dougherty added.

— A.W.



CHILD’S PLAY: Apparently, IAC’s Very Short List isn’t the only new addition to Jared Kushner’s Observer Media Group. The publisher is hatching a yet-to-be-named New York Observer supplement aimed at all those stroller-wheeling New York City moms. The first edition of what will be a biannual glossy magazine will drop in early September with 40-plus pages. In keeping with the salmon-colored tabloid’s gossipy tone, stories will address family-friendly topics for the society set and celebrity parents. Profiles of up-and-coming “Power Parents,” as well as road maps for the city’s Mommy & Me classes, coveted pre-school slots and wait-listed retail items will also be in the mix. “If You Give a Mom a Martini” author and Divalysscious founder Lyss Stern is on board as editor in chief, and former New York magazine staffer Tara Mandy is the consulting editor. Mandy is publisher of Strollertraffic.com, a three-month-old site geared for city-minded parents. NYO subscribers and Starbucks drinkers won’t be the only ones catching up with the kiddies: The glossy also will be distributed in pediatricians’ offices, children’s specialty stores, museums, salons and play spaces.

— Rosemary Feitelberg



TITLE CHANGE: The executive changes continue at Interview. On the heels of Fabien Baron’s return to the magazine, sources close to Interview said editor in chief Christopher Bollen is going to become an editor at large for the title, while executive editor Stephen Mooallem will become editor. Mooallem, who has worked six years at the magazine, was promoted to executive editor from senior editor last year, when Baron and ousted editorial director Glenn O’Brien joined Brant Publications. Mooallem’s promotion also follows the expected return of Karl Templer as creative director.

— Stephanie D. Smith