As total Internet nerds, we here at Styleite love the way Anna Dello Russo approaches social media — by which we mean to say we devour every post she puts up on her blog and follow her every web-based move religiously. (We also totally have an endless supply of love for her.)
So when we found out today that she’ll be selling her new perfume exclusively online, our hearts skipped beats and our browsers almost crashed. We were surprised that she didn’t go a more traditional retail route, but maybe we shouldn’t have been — after all, there’s precious little about Dello Russo that one might call traditional.
“I was born online and want to stay online,” she told WWD of finding blogging fame at 47, after 18 years of working for Italian Vogue and L’Uomo Vogue.
Her fragrance, which is eponymous, will be sold exclusively at Yoox.com, which is sort of Italy’s answer to Net-A -Porter. The 10 mL bottle comes in the shape of a small golden shoe, which Dello Russo says is meant to reflect how long she slaved away working as an editor before she got really popular.
“For 20 years no one noticed me — I worked like Cinderella at the bottom of the pile. Finally I’ve been invited to the ball,” she said.
And we can’t think of a more deserving (or better costumed) party guest.
In other untraditional business approaches, the fashion maven says her next move won’t have anything to do with fashion.
“I want to do a record next,” said Dello Russo when asked about her forthcoming plans. “Everyone expects me to do a clothes line. It’s too obvious. I want to do the opposite.”
An ADR clothing line would probably be as far from obvious as clothes can get, but hey — she’s earned the right to do whatever she wants. We’ll see you on iTunes, Anna!