


On August 21 and 22, a J.C. Penney launch remade a small patch of Times Square into an orange grove to introduce the Joe Fresh Kids collection. Visitors to the promotion, including Molly Sims (pictured) and Padma Lakshmi, could pose on a swing at the digital photo booth. Images from the photo booth were projected onto a digital billboard in Times Square to grab attention from passersby.

On August 21, W Boston Hotel hosted the Charity:Water WaterWalk. Offering a socially conscious spin on a traditional fashion show, the event invited guests to walk down a runway holding two 40-pound Jerry cans. It was designed to educate the 100 guests about the travails people in developing countries face when collecting clean water. For each walk, W Hotels donated $45 to Charity:Water. The event will continue this fall in six other W Hotel locations, including properties in New Orleans, San Francisco, Scottsdale, South Beach, and Los Angeles.