By Alesandra Dubin Posted August 17, 2009, 1:01 PM EDT
LOS ANGELES Online retailer Gilt Groupe celebrated its latest endeavor, women's-only site Gilt Fuse, at a launch event that enlisted Lucky magazine and Fox Searchlight as partners. The evening consisted of an advance screening of the movie Post Grad at Grauman’s Chinese Theatre, followed by a party fit for post-grad types at the Hollywood Roosevelt Hotel.
Gilt Groupe special event manager Candi Naboicheck worked with the Patton Group to select the guest list for the event, which aimed to bring the site's (and film's) target demographic: fashion-forward 18- to 28-year-old women. The Patton Group selected the guests by pulling from its database, utilizing its student ambassadors at Los Angeles-area universities, and inviting agency assistants, publishing interns, and other young women who fit the bill. At the event, the women mingled with more established folk, including The Los Angeles Times' Booth Moore, and Gilt Groupe founders Alexis Maybank and Alexandra Wilkis Wilson, visiting from New York.
After the movie, guests headed over to the Roosevelt for an after-party, where a photo booth from MVS Studio projected images on a 30-foot wall so guests could watch from all parts of the grand ballroom. Jon Avery Abrams, a.k.a. DJ Jonny, spun for the guests, who noshed on hors d’oeuvres like mini cheeseburgers, pizzas, and shot glasses of milk served with warm chocolate chip cookies. For an appropriately post-grad experience, guests sipped jungle juice cocktails from colored plastic cups.
Gift bags included credit cards for Gilt Fuse, lip gloss, Lucky magazines and cosmetic bags, cosmetics from Wet n Wild, movie posters, and Essie nail polish in a signature Gilt Fuse shade of blue.