Debut Party

Launch Event Sets Trends Both On And Off The Runway

By Ellie Leeper
Photography by Mendy Escamilla, Dustin Finklestein ( and Greg Harrison

With the launch of the debut issue of The Society Diaries in September what better way to celebrate the magazine and to help prepare for the transition into the stylish Fall season than our teaming with Vogue magazine and the Neiman Marcus stores in Austin and San Antonio for Fashion’s Night Out?

It was a sartorial smash—with models wearing the hip color Bordeaux from head to toe. The stores were alive with both a chic and classic atmosphere of the evening of the in-store event.  There were many contributors to the night out in both the San Antonio and Austin stores that made for the trendy twilight event’s success. Guests at the San Antonio store were greeted upon arrival with complimentary valet service provided by Mercedes-Benz of Boerne. Once guests were inside of the store, San Antonio food and beverage vendors Cinco Vodka, Texas de Brazil, Costa Pacifica, Marioli Catering, Cabo Seafood + Grill, and Greenfields Market fueled fashionistas with creative beverages such as “Fashiontinis,” and succulent appetizers such as seafood ceviche. In Austin, nibble highlights included cupcakes and ice cream from Lick It Bite It Or Both and cocktails by Deep Eddy Vodka as the stylish crowd swelled to over 2000 guests between the two simultaneously-scheduled events.

Keller Henderson Interiors provided the Decorator’s Corner display in the San Antonio store, creating a vignette for Ginori’s new Prova Prima collection for Neiman Marcus, highlighting Ginori’s creative design concepts centered around paint swatches, brushes, and cans. To add to the event’s artsy ambiance, acclaimed artist Carlos Betancourt presented his limited-edition scarf collection sponsored by the Ruiz Healy Art Gallery, complemented also by an in-store trunk show for Van Cleef & Arpels’ jewelry and displays of exotic modern patio furniture by Al Fresco Patio (available in San Antonio and Laredo). In the Austin store, guests posed for black and white snaps in the social media photo booths that uploaded pictures directly to Facebook and Twitter, while listening to the sounds of DJ Johnny Bravvo and the Bruce James Soultet while mingling with their fellow Swells.

The biggest hit? It had to be swank Society Diaries lounge that was constructed on the first floor of the San Antonio store by Richard Gallaway Special Events & Designs, creating a comfy landing pad for guests to relax and flip through the first issue of our magazine. Models from the Avant Agency were posed throughout the lounge in tableaus mimicking the designs of Bob Mackie that were featured on the cover of the premier issue. Pizzini Designs provided the Bordeaux-inspired floral arrangements that brought life to the lounge furniture, which was provided by Chic Accents. The Austin store’s pop up lounges in different departments kept guests in the party-going spirit throughout the evening. What a party and what a memorable celebration of a successful magazine launch.


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