Tinsley Mortimer's Brand Extensions, Explained
As you may recall, New York's queen bee Tinsley Mortimer has been acting as "lifestyle director" for B+B Investment Group, a real estate-focused private equity fund run by Ilan Bracha. If it may have seemed unlikely that Ms. Mortimer would be willing to step foot in something so dreary as the headquarters of a real estate company (in Plum Sykes's The Debutaunte Divorce, a character based on Ms. Mortimer says, "I only dress for evening… so obviously office life doesn't work for me"), now there is proof that she totally will, provided cameras are present!
Cityfile has posted a clip from CW11's NY Residential featuring Ms. Mortimer explaining her role at the firm. Though her first official project was said to be lending her vision to a hotel and condominium project on West 57th St., it seems that she also contributed to the design of B+B's offices in Trump Tower. We're treated to a couple shots of her handiwork--a plain white couch with black pillows, black conference tables paired with black rolling chairs, a red wall. "Ilan hired me for me and all the various aspects of me, and all the various aspects that make me who I am," she says in the video. "My experience in the fashion world, in the social world here in New York, and my travels and everything. They thought that I could use that experience to help create a new creative edge for them, to sort of use my style to set the tone."
This isn't the first time Ms. Mortimer has attempted to parlay her personal aesthetic into a number of business ventures. In the summer of 2007, she became a Christian Dior Beauty Ambassador, which resulted in the creation of a "Tinsley Pink" shade of lipgloss (the first color ever created and named for a Christian Dior Beauty Ambassador!). She has also designed handbags for Japanese handbag line Samantha Thavasa, though anecdotal evidence suggests that they haven't made as much of an impression on the fashion world as she might have hoped. And, of course, there was a lot of chatter about a reality show, but MTV reportedly found the initial footage too dull.
To be fair, Ms. Mortimer is apparently huge in Japan--her clothing line, Riccimie by Tinsley Mortimer, is sold exclusively there. And let's not forget that the arbiter of New York City cultural relevancy, Gossip Girl, invited her in for a cameo in its second season--that has to count for something!
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Being a major patron of clothing designers has always been acceptable. Having a career with one while not de trop was a bit across the line. Becoming a garmento and all that entails while using your celebrity to push the line was first pioneered by Gloria Vanderbilt. Others without the social lineage followed suit and now we see a host of newcomers from modest social backgrounds (Wang, Burch, etc.) mixing with those of more well-known names but with several generations of dillution of trust fund cash flow (Hilton, Mortimer, Gubelmann). In the end it's a living and with the new relaxed standards of the Social Register it looks like it's becoming more and more acceptable. Tinsley runs a business and socially, while some would poo poo her, perhaps her business acumen wouldn't be frowned on by that modest Yorkshire wool merchant who came to the US and founded the fortune the rest of the Mortimer clan have been living so happily on for the last 130 years.
Tinz is great.
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"Others without the social lineage followed suit and now we see a host of newcomers from modest social backgrounds (Wang, Burch, etc.) mixing with those of more well-known names but with several generations of dillution of trust fund cash flow (Hilton, Mortimer, Gubelmann)."
Tory Burch and Vera Wang are from modest social backgrounds!? Since when? Tory Burch descends from a Philadelphia Main Line blue-blood family. And Vera Wang grew up in 740 Park Avenue, the most desirable coop on Park Avenue if not the most exclusive address in Manhattan!
"perhaps her business acumen wouldn't be frowned on by that modest Yorkshire wool merchant who came to the US and founded the fortune the rest of the Mortimer clan have been living so happily on for the last 130 years."
The full coffers of the Mortimer clan are more attributable to Standard Oil than anything else. Whoever penned such a fallacious post obviously knows very little on the subject. Get your facts straight.