I Want My MTV SWAG! How the rich and famous stay that way.
By Karen Loftus
HOLLYWOOD, CA (Hollywood Today) 6/3/07 — In between the Oscars and the Emmy’s there’s a bit of a lag in the LA swag scene. SWAG is Sealed With A Gift, a high-end Hollywood freebie given to celebs, swag hags and well-heeled scenesters. Though swagging took a hit last year from IRS officials wondering who pays tax on a $20,000 gifted watch, The MTV Movie Awards has come at just the right time in late spring to pick up the pace and the morale in Hollywood.
Each awards season has its series of rituals. With The MTV Movie Awards, the swag suites are modest in comparison to the high season Grammys, Oscars & Emmys. But no matter the number, you can always bank on The Silver Spoons and Kari Feinstein for whipping it out. Melanie Segal, newer to the game, is a now known MTV playa as well. They collectively pamper, prep and ready the celebs for this hip Hollywood awards ceremony. Here’s a sneak peak at the swag, the scene, what the suites had to offer and who was in on the swag grab.
Melissa Lemer and Lorena Bendinskas of Silver Spoon Entertainment Marketing, The Queens of Swag, took the old school approach, adding just the right hip twist in to the mix. As Green continues to be the New Black in Hollywood, and The MTV Movie Awards carpet and theme is green, it came as no surprise that The Silver Spoons Buffet was benefiting the EMA, Environmental Media Association. Environmentally aware Cameron, her ex co star Leo, past love Justin and his new love Jessica (Biel) are leading the young Hollywood pack on to greener pastures. Now that’s Hot!
Silver Spoon’s served up a smaller than their usual, more intimate swag suite, poolside, high in Beverly Hills, above Sunset Boulevard. Famed LA restaurateur Chris Beard’s soon-to-open Ritual Restaurant in Hollywood (previously White Lotus on Cahuenga) served small plates while Whole Foods served a crunchy granola mix of nuts and popcorn, washed down by eco spirit VeeV and Acai juice concentrate. Keeping it real, Appa catering served Korean BBQ on the stunning Emme BBQ and bar which will be seen this summer at The Silver Spoon Beach House in Malibu. Think MTV Beach House minus the camera. It’s for celebs eyes only and home of Ms. Lindsay’s 20th birthday party last year.
Up for grabs were Rebecca Norman jewelry, SODA sunglasses and thankfully, Charlie Lapson’s luxe line of bags and such, our personal fave as well as a fave of the Grey gals and the hot Housewives. Also found at the party were hip vintage inspired jackets by Tulle, Soul Revival’s edgy and flirty embroidered T’s, hoodies & goddess butterfly dresses grabbed by Kevin’s other ex Shar Jackson and Eddie’s ex, Scary Spice, Mel B. Aveda provided make overs. ConAir straightened the wild ones and their hair with their portable flat iron and Allure Spa added just the right touch with chair massages and oxygen facials.
Kiwi model and recent reality star Rachel Hunter, Hayley Duff, Alexa Vega (Spy Kids) & DWTS Ian Zierring & Samantha Harris, hot heroine Hayden, naked wrestler Kenny Davitian (Borat), Mo’Nique and Shawn Pyfrom all attended the Green party’s, pool party.
Across town at the Le Meridian Hotel on La Cienega, Melanie Segal’s Platinum Suite was much quieter and low-key than her previous fetes. Swag aside; I can usually bank on at least a buzz or a psychic reading at a Platinum suite. It or I lacked the buzz it usually has. I missed the South African wine and the international pours by Bottlenote’s Alyssa Rapp that were previously on offer.
When we were there, there was nary a celeb in sight. Some highlights were Single clothing line and it’s newer sister line Sin. Both lines loved and worn by young Hollywood had angelic tops and tunics. Zappos encouraged our zapping on to their newly re-launched high-end couture shoe and bag site, a one stop accessory shop for fashionistas.
Heir Jason Davis had to physically be pulled from the Plantronics blue tooth display table, reminded that it was just that, a display and not a grab bag. Seagate had the best gift going with their super sleek and sexy desk and portable hard drive as famed and fictitious scribe Carrie Bradshaw proved that there is nothing sexy about not backing up your drive.
Benefiting Elizabeth Glaser’s Pediatric Aids Foundation, funny females Niecy Nash and Office-mates Kate Flannery and Melora Hardin were in on the fun, the swag and the give back.
Finally, Kari Feinstein’s Style Lounge up in the hills and far, far away was the mother lode of swag suites. Shuttled up in a plush red leather Navigator, with individual champagne coolers for each luxe seat, it was a truly pimped out ride, provided by Galpin Ford who supplies all the vehicles for MTV’s “Pimp My Ride”. Set at Villa Serena, an unbelievable estate in Beverly Hills, the suite took place on four floors and poolside of this sprawling property.
Off the entrance was the library or the Reebok room showcasing Scarlett Johansson’s Rbk fashion forward fitness line. Stepping down in to the main floor it was a whirlwind of A list celebs and serious swag. Jessica Alba was so cute and So Cal sexy with her hat and her tiny nephew in tow. Apparently she got so much swag hurled upon her, some say she seriously would have needed a U-Haul or a crew for assistance.
Also in the house was on air hosts E!’s Samantha Harris (lovely!) and Access TV’s Maria Menounos, Joely Fisher and baby, Anne Heche without baby, 24’s Eric Balfour, Brooke Shields who was celebrating her birthday (cake candles and all), Elisha Cuthbert, LeeLee Sobieski, Kristin Cavallari, who had to be the most photographed person of the day, Chris Rock’s TV Mom, the hilarious Tichina Arnold, Regina King, Housewives bad boy and Paris’s new boy Josh Henderson and to every one’s surprise Samuel Jackson.
Making sure that sexy was in fact back; Kama Sutra was dishing out their sexy kits. With several stars already hooked on the line, Dermacia hooked up the stars with their breathable foundation and skin care, perfect for the working celeb set. Oxygen Plus portable O2 was handing out mini tanks. It’s perfect for erasing a Hollywood hangover. No word on whether it cures a swag hangover.
Tons of other goodies were up for the grab, many for celeb eyes and lives only. We loved and were privy to Whimsy prints of paper and cards, Miami based Likerr cotton and T’s, iMaingo MP3 cases, Luxirie loungewear, Dolce Vita silver flats from Kin, Public Domain T’s, an Empire State T and the absolute favorite Marnie Rock’s. In the true spirit of Rock and Roll, Southern based Marnie Greenwood of Marnie Rock’s, rocked every one’s world with her big chunky turquoise rocks draped low on silver or gold link chains. Many a celeb left with Marnie’s recently launched clutch or handbag & Sam Jackson left with the larger than life canvas and python travel bag, sure to turn every international head in transit.
At the end of the swag sweep, we sat in the Room Service Lounge, a makeshift mock up of the New York based club, Room Service. With a crisp and clean organically distilled Ocean vodka in one hand, Asian fusion apps by newly opened Empress Restaurant in the other, music in the background and an array of A list celebs in the foreground and around the infinity pool. It was a definite mix of movies, music, mayhem and My MTV!