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Don't you hate buying your own booze for your Fire Island summer share? A group of male fashion publicists and editors—who work at places like GQ, Vanity Fair, Gant, and Calvin Klein—rented a summer house and then launched, "a full-on press strategy and secured some sponsors to ensure our summer was fully stocked." Finally, they chronicled the weekend in The Daily Front Row.
Brands like Ciroc, Red Bull, and Puma agreed to send the gentlemen product—which included a Lady Gaga singing toothbrush—because they would Tweet and Instagram to their sizable followings. Securing The Daily column was the cherry on top.
While the concept of freebies in fashion is certainly not uncommon, WWD points out how strange it is to disclose so openly. Most publications—GQ and Vanity Fair included—have editorial integrity guidelines that restrict gifting within certain parameters. And it sounds like there could be a snag in their sandy Bling Ring: a Conde Nast spokesperson said the publisher "has long-standing policies in place that ensure editorial integrity. We take this matter seriously and are looking into the situation."
· Fire Island Share House Tales! [The Daily]
· Fire Island Share House's 'Sponsor Swag' Sparks Brouhaha [WWD]