Ultra Violette hosted a brand trip at Gurney’s Montauk to kick off its summer hospitality partnership. Influencers were picked up in the city in a branded bus and arrived in their rooms to find a few books from their summer reading lists (one of my favorite personal touches) along with Ultra Violette’s full line of SPF for their beach days. The itinerary also included a cocktail hour and dinner designed in the brand’s signature colors. As part of their partnership with Gurney’s, every guest who checks-in from July through August will receive an Ultra Violette Supreme Screen and Sheen Screen!
To celebrate its new Cabana Capsule Collection, Minnow hosted an event for its community and their families at The Pridwin on Shelter Island. There was a branded gelato cart, cornhole, and a waterside display of the collection, with Pamela Tick DJing against the beautiful backdrop.
Molly Ford hosted a Toast Night with Anthropologie Home in her backyard, using the brand’s table settings, glassware, serving dishes, table lamps, and more. Each guest also went home with a beautiful basket. Every detail felt so thoughtful. This was a great example of how a home brand can activate with a creator, organically incorporate its products, and walk away with stunning content to repurpose.
I’m guessing Free People is running an Opportunity on ShopMy for these cargos and balloon pants because I saw multiple creators sharing links to the exact same pairs this week.
Speaking of Free People, the brand partnered with Liana Satenstein to host a Free People archive event. It was a great way for the brand to get in front of “fashion people.” I feel like Substack, along with this new group of editors turned commentators, hosts, and creators, has allowed more mall and mass-market brands to niche down and reach a credible crowd. Last month, Talbots did this with Erika Veurink and Grace Atwood , and Gap has obviously done an incredible job with this strategy. The power of creators to reposition brands!
Until I connect with J.Crew, I will continue to post these. I originally thought these activations were outsourced to an agency, but from what I’ve heard from creators and managers, they are all managed in-house by the J.Crew team. This week’s focus was simple: Esme, the black button-up shirt.
Mentioned below the paywall: Malbon x Markarian, Petite Plume, Alex Mill, SIDIA, Clinique, Saie, thoughts on the Nantucket ‘No Influencers’ discourse, Gap, Nordstrom, and more.
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