It seems like everyone is trying to be a social climber these days. The new website, FameGame.com, tracks social ranking by the number of events and attended and the ratio of photos that come from these parties. With a ticker like the New York Stock Exchange, the comparisons don't end there. In a recent New York Times article profiling socialites, the Times asks "Could you call them 'business climbers'?". Sighting the socialite to businesswoman poster child as Tory Burch, a woman who has taken her fashion line and expanded it into 5 standalone boutiques in 2 years.
Socialites like Fabiola Beracasa and Tinsley Mortimer, who have more than enough money to stand on their own, are using their image as part of a branding platform. Mortimer has a line of Samantha Thavasa handbags selling like hotcakes in Japan, while Beracasa is the creative director of an estate jewelry company. “About two years ago I started curling my hair and wearing it pinned to the side,” Mortimer said. “I became associated with that and with a certain kind of overly girly style: baby-doll dresses, pouf skirts and Mary Janes. Right now my hair is straight. I have to get it curled so I can leave the house.”
Another socialite famous for self branding and self promotion is Paris Hilton, who took her hotel heiress status to the bookstores, movie theaters and record stores. Her sister, Nicky Hilton, isn't doing so bad for herself either, by designing her own fashion line, Chick by Nicky Hilton, and designing her own chain of boutique hotels.
Other websites that track socialite rankings are the New York Social Diary and Socialite Rank. The New York Social Diary covers New York social events, photos, shopping diaries and profiles. Social Rank weekly ranks New York socialites based on personal styles and designer relations, press coverage, appearances, and the "hot factor". Common top 20 at Socialite Rank include Bee Schaffer, Ivanka Trump, Tinsley Mortimer, Fabiola Beracasa, Tory Burch, Amanda Hearst, Lydia Hearst, and Margherita Missoni.
Media outlets are starting to pick up on the socialite craze. Five socialites are competing to land the lead role in a tv pilot entitled "Social". Included are Tinsley Mortimer and Fabiola Beracasa. "The story concerns a high society beauty who goes on a bad date with a gossip columnist." VH1 is currently in development to do an episode of "The Fabulous Life Of..." on New York Glamour girls.
Former socialites who have taken their name and image into a fashion branding machine include Carolina Herrera, Diane von Furstenberg and Lilly Pulitzer. Our advice is to sit back, watch the fame meter and look for these socialites in your local boutique.
