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Lane Bryant takes fashion blogging to the red carpet
Jun '08
Starting this week the red carpet is no longer reserved for celebrities and paparazzi. Lane Bryant, the nation's leading plus-size fashion retailer, is giving customers the chance to get up-close and personal at the world premier of Mamma Mia! the movie through the popular social networking site, Twitter.

Lane Bryant launched a one-of-a-kind contest this April to win a Lane Bryant wardrobe, a trip for two to London and an invitation to the star-studded Mama Mia! Premiere on June 30. Along the way, the lucky winner will blog her experiences (and celebrity encounters) in real time by posting Twitter “tweets.”

“What a great way to show Lane Bryant customers that our fashions fit any occasion and that you don't have to be a star to walk the red carpet with confidence,” says Lisa Sandberg, Director of Communications and Public Relations for Charming Shoppes Inc. “Lane Bryant is very excited to be able to share the winner's once-in-a-lifetime experience with all of our customers using Twitter's down-to-earth approach.”

The winner's journey will begin on Saturday, June 28 at the company's flagship New York City store on 34th Street, where she will get a new Lane Bryant wardrobe and a red carpet dress designed just for her. After the shopping extravaganza, the winner and her guest will hop a flight to London courtesy of British Airways.

The day of the movie premiere, June 30, the pair will get true star pampering, including hair and make-up. After walking the red carpet along with Hollywood celebrities such as Pierce Brosnan and Meryl Streep, the winner will attend the world premiere of the film, followed by a glamorous VIP after party.

“The Mamma Mia promotion is a good opportunity for people who are new to Twitter to see just how simple it is to use, and fun it is to share personal experiences with the world,” says Julie Haddon of Twitter. “It's also an example of how brands can use Twitter to extend their message and their consumer reach, in real time.”

Lane Bryant

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