Vogue's Va-Va-Voom Party for V-Jeans

July 31, 2002, 12:00 AM EDT

Vogue and Lane Bryant's Denim-a-Go-Go V-Jeans relaunch party Discotheque Tuesday, 07.30.02, 7 PM to 9 PM
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The pages of Vogue usually don't include images of full-figured models, but the fashion magazine lent its name to so-called “real women's store” Lane Bryant to host Denim-a-Go-Go, a party to promote the retailer's relaunch of its Venezia Jeans, aka V-Jeans. With an all-things-V theme, the party took over Discotheque—christened V-bar for the event—and a crowd of models and young professionals turned the place into a full-fledged dance party, with the help of a few V-tinis served by event sponsor Grey Goose at the bar.

Vogue produced the event (in line with the recent trend among magazines to use events to build advertiser relationships) and filled the space with branded goods from Lane Bryant: Large circular V-Jeans ad cutouts hung from the ceiling, a V-Jeans video played on a small screen in the front of the bar and lounge tables were scattered with boxes of mints in V-branded boxes.

No go-go party would be complete without dancers, so Lane Bryant's models shimmied on tabletops and on the bar to the beat of DJ Cassidy's dance tunes. Flying Television Productions wrangled celeb guests Gloria Gaynor, Grant Show (who's featured in the new V-Jeans ad campaign, but still known for his Melrose Place fame), and Ed's Lesley Boone, who kept away from the dance floor, opting for conversation in an elevated seating area in the front of the bar and a back room lounge.

Jill Musguire

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