GOING LATE NIGHT: Details has decided to cancel its annual bash at the Bulgari Hotel in Milan during Men’s Fashion Week in favor of something “more on the DL and not as over-the-top,” a spokeswoman wrote in an e-mail to WWD. Translation: something more on-brand.
Instead of the garden party the title has thrown at the Bulgari for the past several years, Details is opting to host two smaller after-hours events on June 20 and 21 during the Milan men’s shows, which extend from June 19 to 23. In lieu of invitations, guests will at some point receive matchbooks (Isn’t smoking out? Oh, wait — it’s Italy) inscribed with the location and exact time of the parties — details, as it were, that are being kept secret for now.
Bill Wackermann, the Condé Nast senior vice president and publishing director who was given oversight of Details in October, was behind the change in plans. “It just didn’t feel right for the brand,” Wackermann said of the Bulgari concept. “Where we’re taking the brand is not a sweaty-cheese-plate party. That’s not where Details should be.” (Note to guests: Don’t expect cheese or, perhaps, food at all.)
“Details isn’t prime time,” Wackermann continued, “we’re late night.” So think Jimmy Fallon and not Jay Leno, at any hour.
Both Wackermann and the magazine’s spokeswoman denied cost cutting was a factor in choosing to go low-key this year, claiming advertising is up for the June-July and August issues. (It is believed the two smaller events will actually cost the magazine more than last year’s garden fete.) Whether or not the move is to save euros, there’s no doubt Details has been struggling along, hence the move into Wackermann’s first aid ward. According to Media Industry Newsletter, Details’ ad pages are down 24.5 percent year to date, whereas it’s main competitors, Condé Nast’s GQ and Hearst’s Esquire, have seen increases in pages — 10.6 and 15.5 percent, respectively.
— Nick Axelrod
May 28, 2010
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