December 5, 2007

Celebrity cashmere alert!

Apparently it's not enough for a garment just to be cashmere any more. These days, it has to be celebrity-endorsed cashmere before we allow it to brush against our bodies.
Case in point—I was forwarded an email about the Raw 7 sample sale taking place December 7 and 14 in Downtown LA. The headline read: "CELEB-WORTHY CASHMERE AT ROCK BOTTOM PRICES".
Reading on, I learned that Kanye West, Uma Thurman, David and Victoria Beckham, Paris Hilton and Carlos Santana (Carlos Santana?!) have deemed Raw 7 cashmere goods good enough to touch their celebrity skin. "This is a rare opportunity for the general public to purchase Raw 7's edgy cashmere styles," read the press release. As a humble member of the general public, I guess I should feel honored.
One thing I've learned over the years as a style writer is that "celebrity endorsed" can mean many things. It can mean what you think it means, that the celebrity loves and can't get enough of a certain product. Or it can mean that the company has a good publicist, who purchased a booth at one of the better pre-Emmy/pre-Oscar gifting suites, where celebrities, or their publicists/assistants, show up to pick up free stuff. Sometimes the celebrity will agree to pose with the free stuff in front of a photographer and bingo - you get your "celebrity endorsement". Whether or not the item then tumbles into the recesses of that celebrities' closet for the rest of time is irrelevent.
When purchasing cashmere, I'd prefer the endorsement of a celebrity with really sensitive skin. Uma Thurman, fresh after being diagnosed with psoriasis would work. Or Brad Pitt, shortly after filming in a very cold country. Or even better, baby Shiloh.
The Raw 7 sample sale takes place tomorrow December 7 and next Thursday, December 13 in their downtown showroom from 10:00 a.m. - 4:00 p.m. at 900 S. Main Street (Penthouse), Los Angeles, CA 90015. It is the 2nd floor of the Union Bank building. Everything is marked down up to 50 percent below wholesale. Cash and credit cards accepted. Cashmere Hoodies originally sold for $340 are being marked down to $75. And graphic T-shirts that were originally priced at $88 will be $15.

December 5, 2007 in SALES/EVENTS | Permalink

Comments

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That is so obnoxious - Believe me there are smarter, more savvy PR people out there -- whoever approved that press release needs to go back to PR 101 – it’s a no-brainer that that descriptor would turn almost anyone off, particularly press! As if, we all need to follow what it-celebrity wears – or rather takes as free swag at a pay-to-play style lounge! You know they wear it once if that and it’s in the donation bin.

Posted by guru | Dec 5 2007 7:58PM