Eighty-five years ago, the little black dress captured the imaginations of the fashion world. In honor of this occasion, Brown-Forman has chosen Oct. 19th as the day to celebrate the icon's debut with Little Black Dress Day. Brown-Forman PR Manager Maggie Peak explains.
Why was Oct. 19th chosen as the day to honor the little black dress?
Maggie Peak: It was the October 1926 issue of Vogue that first introduced Coco Chanel’s little black dress, so we chose Oct 19th as we felt that it was only fitting to celebrate the first LBD Day on a Friday. That way women can wear their LBD’s to work and then dress them up for a night out. Given the versatility of the LBD, women often wear one to work and then accessorize it for after-work activities.
Promotion for LBD Day began on Oct. 3rd in Louisville with the first of a number of flash catwalks occurring each day in cities all over the United States. How did Brown-Forman and Little Black Dress Vodka decide upon mixing flash mobs with fashion runways (over other ideas, if any) as a way to promote the day?
Peak: We created the ‘flash catwalk’ idea because we wanted to generate attention for Little Black Dress Day in a unique way. While the LBD is a staple in every woman’s closet, the styles vary between women. Because of this, we thought it would be fun to showcase all the different LBD styles with women donning their own LBDs on the red carpet. Women gathered together wearing a multitude of different LBDs demonstrates the way a LBD can have so many different looks – and can fit so many occasions.
While covering the first flash catwalk, someone had asked me what Little Black Dress Day was about. Is there a focus on women's health for LBD Day? If not, what is the focus ultimately upon?
Peak: The purpose of Little Black Dress Day is to celebrate this iconic piece of fashion and how it resonates with women everywhere. While little black dress styles vary among women, it universally is known for its versatility, ability to dress it up or down, and the way it makes a woman feel when she puts it on – always good about herself. The little black dress creates a sense of confidence in a woman when she slips into her little black dress, so we want Little Black Dress Day to celebrate women – and their confidence.
How can women participate in LBD Day?
Women can participate in Little Black Dress Day by donning their LBD on Fri, Oct 19th. Wear it to work, enjoy girls' night out with friend,s or have a date night with your significant other – the beauty of the LBD is that it fits for all of these occasions. Women are encouraged to visit the Little Black Dress Vodka FB page
for more details and information on how they can win a girls' night out by sharing an image of their LBD.
Will LBD Day become an annual event?
Peak: Yes, we certainly hope so! The campaign has been extremely well received this year, so we hope to expand the LBD Day activities next year.