Ashbrook - Will work for shoes: the business behind red carpet product placement

Susan Ashbrook was a visionary in the connection between celebrities and fashion. She created the genre with Film Fashion, when nothing like it existed. It was her brilliant concept: pairing fashion companies with bold-faced names for cross-promotion. Since those early days, Ashbrook has built her company into a world-famous operation, and has been copied by many, many other people and companies, in a practice that has since become a way of life in the Hollywood/fashion interaction.

Carol Leggett, owner, Carol Leggett Public Relations

Susan Ashbrook didnt just do itshe started it! It being the lucrative juggernaut of celebrity product placement. Conducting business with the ease of the friendly girl next door and the grace of the smart lady who lunches, Ashbrook singlehandedly changed the face of how to gain access to the plush and privileged personas and the lucrative exposure such access can bring. Ashbrooks unique insider insight and behind-the-scenes case studies of how she did it make for an exciting, eye-opening read.

Linda Arroz, Makeover Media

Susan Ashbrook has been a great friend and asset to the students in the FIDM Film & TV Costume Design program. She is able to share her knowledge of the worlds of fashion, entertainment, and film with the students in an organized and eloquent manner, and her generosity of spirit is refreshing. She always gives students an interesting and informative look into dressing the stars, whether as themselves for the red carpet or as a character in a movie.

Mary Kay Stolz, creative director of the Film & TV Costume Design
program at FIDM (Fashion Institute of Design & Merchandising)

Susan Ashbrook invented the concept of celebrity dressing and was the first to take it to the luxury fashion brands as a marketing opportunity. The creation of her firm, Film Fashion, set the standard of what a celebrity expected when it came time to get that press-worthy gown for the red carpet. Susan knows where the bodies are buriedliterallyfrom the insecurities of the stars to the heights designers will go to dress them. I had the pleasure of working with her when celebrity dressing was an art form and not about how much a star was paid. Susans finesse and gracious style made the stars trust her, and she took wonderful care of themmaking them as beautiful and sexy as possible.

Amy Rosi, owner and president, Aros Communications

Susan is an amazing innovator, connector, and visionary. I have been blessed to work with Susan under both the Moo Roo and Mary Norton brands. Susan and her team had us in the hands and on the feet of every A-list celebrity you can imagine. I have the most profound respect for Susan, not only as a professional but as a human being.

Mary Norton, renowned accessory designer and founder of Moo Roo

I was so fortunate to be introduced to Susan Ashbrook and Film Fashion early in my career. Susan helped me have the look on my early red carpet appearances, and she continued to help guide me through Academy Award season the year I was nominated. I have two favorite memories: the stunning white Herv Leroux I wore to the Screen Actors Guild Awards, and the funniest moment, when Susan and I both wore the same chic black Kenneth Cole cocktail dress to a party for the opening of Mary Nortons boutique on Melrose Avenue. Susan knows about style, and I am proud she is my friend.

Taraji P. Henson, Academy Awardnominated actress,
The Curious Case of Benjamin Button

Susan has the perfect DNA to manage the most difficult personalities and businesses in entertainment and fashion. Standing at that intersection, she built the bridge to perfectly merge the needs and dreams of both the brand and the talent, always balancing the formula to ensure a winning outcome for both parties. Her ability to understand ever-changing fashion trends and match that ability to high-profile celebrities made her a knowledge broker to many important celebrity stylists and couture brands. Her warm personality and accommodating approach made her a trusted source to many who relied on her advice for the most important fashion events of their careers.

Tom Tardio, CEO and president, Rogers & Cowan

Susan Ashbrook is one of the pioneers and innovators in promoting the marriage of fashion and entertainment in Hollywood. She has a unique and intelligent understanding of the relationship between art, commerce, and the red carpet, helping to catapult designers onto the world stage of the entertainment industry.

Arianne Phillips, Oscar-nominated costume designer

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher and author are not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

Published by Greenleaf Book Group Press
Austin, TX
www.gbgpress.com

Copyright 2011 Susan J. Ashbrook

All rights reserved.

No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the copyright holder.

Distributed by Greenleaf Book Group LLC

For ordering information or special discounts for bulk purchases, please contact Greenleaf Book Group LLC at PO Box 91869, Austin, TX 78709, 512.891.6100.

Design and composition by Greenleaf Book Group LLC and Bumpy Design
Cover design by Greenleaf Book Group LLC

LCCN: 2011931662

Ebook ISBN: 978-1-60832-200-8

Ebook Edition

To my parents for teaching me a good work ethic and to
keep my feet on the ground, even if my feet strode Hollywoods
Walk of Fame and wore glamorous shoes.

With love and gratitude to my husband, who encourages me to take
the E ticket ride to life and pushes me beyond my own dreams.

To Gil Friesen, who thought of the name Film Fashion
and helped me discover brandingstarting with myself.

To my dream team of editors, Bill Crawford and Aaron Hierholzer,
who took my manuscript and made it into a book.

Ive had the honor of working with talented individuals and
true creative artistswhat more could an entrepreneur want?

When Sharon Stone wore a Gap T-shirt to the 1996 Oscars, her unorthodox fashion decision caused widespread wondermentand huge demand for a $25 T-shirt. In 1994, Elizabeth Hurley went from Hugh Grants girlfriend to an it girl when she wore the Versace safety pin gown (altered within an inch of her life) to the premiere of Four Weddings and a Funeral, landing herand Versacein every fashion magazine and newspaper. Jennifer Lopezs infamous green Versace print gown (cut down to her navel) caught the attention of the world as she walked down MTVs red carpet.

As the founder of Film Fashion, a company that specialized in pairing fashion lines with top VIPs in order to build brand awareness, these successes proved to me that the red carpet is an endless opportunity to promote my clients.

When I came to New York from the suburbs of Chicago, I had big dreams of being discovered as an actress. Instead, I ended up finding a whole new worldthe intoxicating world of fashion. After a short stint at a public relations agency that specialized in event planning, I was named director of public relations for Los Angeles designer Richard Tylerthe it designer of the moment.