Anniversaries to Remember

Is an anniversary time for a celebration or a chance to make a quick buck?

When it comes to fashion companies, it seems it's a little of both. The most recent celebrant - Longchamp - threw a rooftop soiree at its SoHo store last week to rival the best of them. It had celebrities (Brooke Shields, Julianne Moore, Lindsay Price and Diane Kruger), great music (from celeb DJ Paul Sevigny) and a plethora of party people. A source estimates that this little clambake cost a cool $250,000 in an era when most fashion parties top out at $50k. Perhaps this is why company Managing Director Jean Cassegrain told Portfolio.com that "I don't know and I don't want to know," when asked about the price.

To recoup its expense, the company is reissuing its iconic LM collection of handbags and has also commissioned a collection of 60 bags bearing tattoos designed by Belgian artist Jean-Luc Moerman (it is Longchamp's 60th anniversary) that are $6,500 each. There's also a limited edition collection of 1,000 Moerman bags that are stenciled for $1,000 a piece.

"We're very opportunistic," Cassegrain admitted. "It's stupid to lose that opportunity. As a company, we are very product oriented, so it was a natural for us to celebrate the anniversary with product," and parties in Paris, Tokyo, Hong Kong and Korea.

That's a lot of product.

And there are more anniversary celebrations to come.

DKNY is in the midst of planning its 20th anniversary celebration which will be kicked off at the Bryant Park tents in September with the company's spring fashion show (DKNY hasn't shown there since 2002). A company source said the celebration will continue on a global scale and that there will be some limited edition product.

Calvin Klein is celebrating its 40th anniversary this fall. Plans thus far are a video compilation of quips from what seems like every fashion VIP around (they were filming on the red carpet at the Council of Fashion Designers of America Fashion Awards in June) and a killer party to be held at Andre Balazs' new Standard Hotel which is being built as we speak on top of the High Line in New York's Meatpacking district. As for a limited edition product, the company is making a special 40th edition candle.

by Lisa Marsh

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