On March 17, Victoria's Secret held its coming out party for Pink, a new youth-oriented line of lingerie, on the sand in Lummus Park in South Beach, which was also hosting swarms of college kids on spring break. A giant pink box constructed directly on the sand by New York-based company Mr. Youth became the platform for Victoria's Secret model Alessandra Ambrosio, and the Pink Dog—supporting players for the real star, the new Pink lingerie line. Another New York-based firm, Full Picture, took charge of the public relations and getting the word out. With a target audience ranging in ages from 18- to 22-year-old young women, the Pink bash attracted thousands of male and female spring breakers who reveled in the excitement. To keep the energy leading up to the fashion show high, bongo players who jam with the Le Spam Allstars played and Team Pink girls swayed in time to the music of Power 96 and 103.5 the Beat, blasting from a nearby sound system.
Mr. Youth supplied tons of giveaways including pink frisbees, hats, bracelets, tank tops and other branded promotional items. Branded goodie bags were also placed on beds in select hotels for the vacationers and contest winners. Not far from the stage, more branding came on cotton candy machines supplied by the Celebration Sour, pink gelato from Bari Gelato and pink Vitamin Water, which helped to refresh the crowd. There were even pink and white Segway scooters to really drive the branding home. When the big pink box finally opened, smoke, balloons and Ambrosio—along with local DJ Marc Leventhal—kicked off the party, but it was the models who eventually took front and center. Models threw tank tops to the crowd and then left the stage, making way for musician No Mercy's Marty Cintron.
On a more sedate note, the always elegant Christian Dior launched its "D" Trick collection for the first time in the United States on April 21. Co-hosted by Christian Dior Couture president and chief operating officer Marla Sabo and InStyle fashion director Hal Rubenstein, the event took place at the Bal Harbour Shops store location. RBK Productions tastefully and modestly adorned the small area immediately in front of the shop with cylindrical vases filled with pink water and one round, floating candle. Small bunches of pink flowers also added a sweet, feminine touch to the understated décor.
Exclusivity prevailed and no one was getting past public relations pros from Tara Ink. without a proper invite. The ropes were up, the carpets rolled out and inside RBK's minimalist décor enhanced the collection. Pink frilly dresses, lace-up handbags and spectator shoes were highlighted by subtle rose-tinted lighting and sparingly placed floral bouquets while a DJ spun tunes from a booth positioned near the back of the store. Caterwaiters served finger foods including seared tuna, filet mignon, caviar in blini and other bite-sized treats by Le Basque Caterers from trays lined with Asian-inspired dishware and small square slabs of slate. Complementing the hors d'oeuvres were cosmopolitans, which like many other ingredients creating the evening's mystique, were a lovely shade of pink.
