When it rains, it pours is as the saying goes. At almost any point in any large fashion magazine, you could find huge ads and many of them. For example in the 2007 September issue of vogue, that weighed in at an astounding 4 pounds, 9 ounces, out of the 840 pages in the magazine, 727 of them were ads. Vogue said that that number dropped by 36% to only a mere 429 pages. So why the steep decline? Well it is a culmination of a few things, but mostly just the three elephants in the room; free marketing, cheap marketing and the economic downturn. With all the money lost in the stock market and everything else, the big fashion companies that spend a ton of money on those big fancy ads we all love, have either been cutting back or cutting out.

So now, without those big extensive ads, what are these huge companies doing to compensate? They, like many others, are utilizing the full capability of social networking sites like twitter, youtube, facebook, mixx, etc. They are using the free ad space that is there by creating fan pages blogs, etc and buying up digital ad space. Almost any large website you go on you will see the banner ads down the side and across the top. “These are advertisers where luxury and perfection and style is first and foremost. The Web experience was pretty cluttered. Now that there are bigger screens on desks, hi-def, beautiful video in real time, iPhone apps that look beautiful, the aesthetics have gotten to a place they are interested in,” says Drew Schutte, senior vice president and chief revenue officer for Condé Nast Digital, which is trying to boost the number of ad packages it sells that include both print ads and digital ads. Is this the future for ads in regards to fashion, or ads in general. With the decline in print, and the incline in digital media outlets, it seems it may be so.

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Perez Hilton Gossip King, Queen, Royalty, what have you, has expanded his already huge grasp on the Internet gossip business by making a sister site to his vastly popular perezhilton.com, cocoperez.com. His new site is devoted to exclusively covering what the celebs are wearing. When asked what the fashion magazines should feel about the new kid on the block, Perez responded with, “Absolutely. Anna Wintour watch out! Actually, Anna Wintour’s days are already numbered now, so she should be cowering in fear. I don’t know if she’ll make it past the Fall. Eventually, I will have a larger audience than Vogue.” That’s some pretty big words for Perez, but I have a feeling that he will back them up and then some! We look forward Perez to what you have in store for the fashion world!

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Shay Todd brought swim back to the 80’s with her debut of 2010 beachwear at WET at W South Beach on Friday, July 17, 2009. Presented by NIVEA, the evening transformed South Beach’s latest destination into an unforgettable setting where decadence and sex appeal intrigued guests as the designer-extraordinaire took onlookers down memory lane.

Celebrity attendees including actress, Tara Reid and German boyfriend Michael Axtmann; The Howard Stern Show co-host, Robin Quivers; BRAVO TV’s The Real Housewives of New York, Kelly Bensimon; The Real Housewives of New Jersey, Dina Manzo, and BRAVO TV’s Miami Social, Maria Lankina, reveled in the alluring, playful side of Shay Todd’s reinvention of the 80’s where she incorporated four different personalities into swimwear, cover-ups and resort wear.

Feminine silhouettes and sexy cuts in both muted and vivid tones, the collection evokes an excessive rendition of the popular decade. “I feel the 80s was the most fashionable yet versatile decade as it featured irresistible styles ranging from rock to bohemian-chic trends,” states Todd. “I wanted to tap into each personality of fashion expressionists by creating a collection of assorted designs.”  The 2010 collection uniquely blended the union between old and new by showcasing retro-inspired fashion at Miami’s newest hotspot.

Androgynous Underground 80s

Limelight NYC and the ‘up all night, sleep all day’ lifestyle coincide with the aggressive style and attitude of Grace Jones and Nina Hagen – the queens of 1980’s underground fashion and music. Where black eyeliner was your best friend and your look emulated those of The Cure and Ministry, black, hot pink and high-gloss is the framework of this collection. Shay Todd’s strikingly pink bikini “La Femme” with corset designs, patent leather monokini “Bondage” with lattice design on the sides and “Jones Dress” with shoulder padding presented hard-edge glamour.

Preppy 80s

Clean, crisp pale blues and bright whites, taut and adult-like dressing like a John Hughes cult-classic muse.  With their BMW’s, blazers and early morning tennis after last night’s Ivy League party, the 80’s prep crowd remained on top of their game. The assortment of cover-ups offering effortless style from day-to-night featured flowing fabrics and whimsical prints including “Goddess Maxi Dress”, a hypnotic blend of white, pale blue and navy. Beachwear in solids such as    “Eyelet Handkerchief Bikini” in white and frontal lattice-designed “Romance Romper” in powder blue were adorned with flowing ruffle pleats.

New Wave Flamboyant 80s

The composition of unbiased cuts, vivid colors, oversized and overdone style reigned. When flamboyance was critical by mimicking B52’s and Madonna style ruled the era of New Wave 80s. Koi-inspired prints graced shear cover-ups, as featured on “Crazy 8 Bikini Top with Harem Pant” and neon color palettes played its part on swimwear. Candy-coated “Butterfly Slide”, a geometrically cut-out maillot in sprout green and “Charlotte’s Web”, a ruffle-adorned bikini with decorative gold hardware in wild orchid harmoniously paid homage to the multihued trend.

Bohemian Chic 80s

Bohemian-chic 80s is reminiscent of an expedition in Mexico or Africa with earth tones, bronzed terracotta tans and tanning oils. Opportunely named for it’s rendition on the classic belt, “Chastity”, the beautifully bronzed-bikini in Henna featured gold chain link hardware. Synonymous to Kalahari surroundings, “Lurex Shirtdress” shear cover-up in glittery-gold and bat-winged “Bella Donna” in desert-inspired tones including olive green, ivory and burnt orange created the perfect imagery of an exotic land.

“I aspired to revive each distinct trend of the popular era,” concludes Shay Todd.”  “I am thrilled to continue my partnership with such an amazing lifestyle brand as NIVEA and excited to pay tribute to one of my favorite fashion periods – The Eighties,”

About Shay Todd
The Shay Todd line is more than just swimwear; it’s an entire lifestyle brand suited for every aspect of a getaway vacation, from the plane, to the sand, to a casual dinner. All inclusive?that’s the concept of the line. Owners Shay Todd and husband-partner Shiro Gutzie, a successful Hollywood producer, are believers of USA produced brands and manufacture the line entirely in Los Angeles. Designer Shay Todd uses her expertise and creative style to blend fun and sophistication, creating looks that are effortlessly chic whether poolside at the country club or on a yacht in St. Tropez. Shay Todd has been a longtime favorite of celebrities nationwide, including Eva Longoria, Paris Hilton, Carmen Electra, Lindsay Lohan and Heidi Klum. Shay Todd can be found at retailers worldwide including Scoop, Intermix, Diane’s, Saks Fifth Avenue, Harrods, Curve, Atrium and Shay Todd boutiques on Melrose Place, Manhattan Beach, CA, and the newly opened pop-up store at the famed Mondrian Hotel on the Sunset strip in Los Angeles to name a few.

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