Last night, the Lucky Shops weekend-long event kicked off here in NYC with a “VIP Shopping Party” to celebrate the mag’s 10th anniversary. Hilary Duff hosted, looking sophisticated and relaxed in DvF. Brandon Holley, Lucky‘s new EIC, held court and welcomed everyone to her party.
I cornered her and asked about her plans for the shopping glossy.
On Andy Spade and the “new and improved” Lucky:
“I don’t know what Andy’s doing yet! I ripped out pictures from Lucky that I loved. I took out some stuff that I thought was a little sleepy. I ripped out some pictures from European magazines. We looked at blogs online, really inspiring things that we want to bring in. We want to bring the bloggers into the magazine. And then I said “Go!” You’ll see a little bit of my influence in January and February, but the Andy Spade coat of paint will be in March.“
“We want to bring in more celebs. We just shot Kate Bosworth, and we’ve got some really great, exciting cover people. [The magazine’s] 10 years old–it’s time to give it a little shake-up.”
On how she’s going to increase Lucky’s online presence:
“We want to do a really big community platform online–bring together fashion blogs, create an open social platform, and then possibly thread e-commerce throughout where it makes sense. Women love to shop and this magazine does it so well. You know when you buy something and you just want to tell people what you just bought? There are so many social aspects of shopping and that’s where we need to be. We need to own that. Imagine where I am! I missed magazines but I loved online and now I get to do both.”
OK, so on to the shopping. Rebecca Minkoff had the longest lines and was a mob scene. Most bags were about $275, which is quite a bargain. Autumn Cashmere was also crazy. In general, prices at most booths were about 30%-50% off current retail. While there was a bit of last season merch in there, I spotted lots of current season clothes. Alice by Alice Temperley, Charlotte Ronson, and Nicholas K had some of the cooler offerings. Kelsi Dagger and Pour La Victoire booties were getting snapped up by the armload. My friend bought $11 Lee Angel orb earrings. The salesgirls had to double check the price because they couldn’t believe it was so low.
Skinny margaritas and tiny delicious brownie bites kept everyone fueled and in a good mood. Susan Lucci swanned by and I heard Abigail Breslin was there, too.
The Lucky staff seemed really energized and in the middle of a big creative lovefest. I’m excited to see how they use that momentum to perk up the magazine.