In a last-minute, tongue-in-cheek publicity stunt, Jack Spade took to the tents with custom cookies to lend a helping hand to the industry’s latest crisis—model malnutrition. Shaped like hot dogs and hamburgers, the sweet snacks from Veronica’s Treats came attached with a note that read: “Jack Cares. These cookies have been baked with extra love and care, please visit jackspade.com to purchase a cookie. A portion of proceeds given to skinny people everywhere.” Standing outside the backstage entrance, Mordechai Rubinstein of Jack Spade’s PR department handed out the cookies to models and press. “Most of them actually take it. It’s nice … that they can have fun with us,” Rubinstein said. But not all models wanted the tasty treat; one refused, saying, “I can’t eat cookies.”
—Anna SekulaPhotos: Greg Vore (Rubinstein, burger)
—Anna SekulaPhotos: Greg Vore (Rubinstein, burger)
Mordechai Rubinstein of Jack Spade handed out cookies by the backstage entrance of shows such as Bill Blass, Luca Luca, and Oscar de la Renta.
Each cookie bore a bright orange tag with a message that read, “Jack Cares.”
The Jack Spade team, which has created fun giveaways for the past four seasons of New York Fashion Week, ordered roughly 200 burger- and hot-dog-shaped snacks.
