NEW YORK Looking to build buzz online, Kenneth Cole lured 30 bloggers to its showroom on Monday, March 21, to showcase the new fall 2011 collection alongside a screening of Rebel Without a Case. The line, which includes leather jackets and boots, was partially inspired by the classic James Dean film, so the brand took cues for the event from there, alluding to rebellious youth with motorcycle gear and playful quips printed on pillows and other items.
Shiraz Events produced the project for Kenneth Cole and provided a selection of comfort food treats to round out the relaxed feel of the nighttime event.
Although a downpour prevented Kenneth Cole from shuttling guests to the event on motorcycles, the brand still provided custom bike helmets for the crowd, each printed with the phrase “bloggers love traffic.” Inside the West 50th Street space, attendees found simple but comfortable scenery, with clothes presented on mannequins and accessories placed atop a rocky outcrop-like display. For the screening, informal seating comprised couches and microsuede bean bags and were accessorized with low tables and black pillows emblazoned with “sit happens.”
Waiters passed a number of hors d'oeuvres—including french fries with chipotle-smoked ketchup, grilled cheese sandwiches, and crispy chicken tenders with tarragon and honey mustard—as well as mini bottles of Pop champagne. There was plenty more for guests to nibble on too—a bar held jars of assorted candy, trays carrying cones of artisanal popcorn, and bartenders mixed the night's specialty cocktail, a vodka-based libation made with St. Germain, white cranberry juice, and sprite, and topped with a garnish of white grape.