It's not often a retail institution comes to the Oscars and goes all Hollywood, particularly one based in New York like Barneys. But not only did it set up for the first time its "Barneys Bungalow" (a private purchasing suite for guests and VIPS ) at the Beverly Hills Hotel, it also hosted a soiree for 60 people with Vanity Fair and the Weinstein Company at the Chateau Marmont on Wednesday evening for the cast of Silver Linings Playbook.
The party was in support of the Glenholme School in Washington, Connecticut, which is a pet cause of director David O Russell. His son Matthew, on whom elements of Silver Linings is based upon, is a student there. In attendance was the film's cast, Harvey Weinstein, Vanity Fair's Graydon Carter, plus Barneys CEO Mark Lee, Barneys creative director Dennis Freedman and the Barneys global ambassador Simon Doonan, our favorite fashionisto and the writer of many wonderful books. This was part of Vanity Fair's week long chain of pre-Oscar events that are all charity related.
Barneys Bungalow opened on Wednesday at the Beverly Hills Hotel. It's a major living room full of Azzedine Alaia, Celine, Saint Laurent, Lanvin, Lisa Perry (with a very Skyfall style gown in black and white optics), J. Mendel, Cedric Charlier, and Givenchy. It also has men's tuxes, Fendi baguettes and chic chic clutches, and a closet stocked with sparkly heels by Louboutin, Gianvito Rossi and more.
There is also a well stocked bedroom with gorgeous jewels by Jennifer Meyer, Irene Neuwirth and many more beautiful baubles. Our favorite fashion and humor writer, Simon Doonan, took The Hollywood Reporter on a fun tour and we have to say, we've never seen a hotel suite appointed so well. It's a novel idea in retail, as customers can obviously go to the Beverly Hills store. But Barneys personal shoppers picked their best items for a glorious Oscar weekend. There's cocktail-wear, too, and these are items that can live on in your closet. Plus, you get the mega private Oscar shopping experience.
So it's not just designers jumping into the Oscar week mix in Hollywood now. It's retailers as well. It's a new precedent. We even hear Neiman Marcus has a team in town from Dallas to do social networking about the Oscar red carpet.
Watch THR peek inside the bungalow in the video above.