一个通勤女装品牌做了十年「职场朋友」：Argent 的社群打法值得看
Hillary Clinton, Huma Abedin, and Katie Couric Helped Argent Celebrate Ten Years of Work Friends
Vogue 报道了纽约通勤女装品牌 Argent 的十周年晚宴。创始人 Sali Christeson 把品牌的核心资产定义得很清楚：除了衣服，还有名为 Work Friends 的职业女性社群——品牌挑选编辑、创业者、运动员、科学家等不同领域的女性加入，彼此分享职业故事，这次十周年还同步推出了「10 Years, 100 Work Friends」企划。出席者包括希拉里·克林顿、她的长期助手 Huma Abedin 与记者 Katie Couric。几个细节能看出这个社群的经营方式：克林顿与品牌的关系始于 2017 年、由 Abedin 引荐，她当晚在鸡尾酒时间逐一与想握手的客人打招呼；每位客人下楼用餐时都收到一封火漆封缄的信，里面是 Christeson 给每个人的手写感谢信。Argent 的衣服以在纽约设计、大部分在纽约生产为特色，穿着者包括前副总统哈里斯与 Gloria Steinem，主打有口袋、能日常活动的西装。对本站读者，这篇的价值不在晚宴本身，而在一个小品牌样本：当产品是通勤西装时，把「穿它的人组成的圈子」做成品牌资产，是它十年里最被反复讲述的部分。报道以活动现场为主，品牌经营数据原文未给出，社群成效按品牌自述口径看待。
Argent, whose pieces are designed and mostly manufactured in New York City, is known for dressing powerful cultural and political figures including former Vice President Kamala Harris and Gloria Steinem. The brand has also had an ongoing relationship with Secretary Clinton—who graciously greeted every guest who wished to shake her hand during cocktail hour—since 2017, when Christeson met her during her first public appearance following her election loss. Abedin, Clinton’s longtime aide, initially introduced the former U.S. secretary of state to Christeson’s work, impressed by the tasteful suits and real-life-inspired designs (i.e., the fan-favorite pockets!). “Every woman who wears Argent is a woman of substance, a woman with purpose, a woman who wants to look beautiful—but also practical, functional, and wants to be able to live her life,” Abedin said.
Argent’s additional ambassadors range from editors and founders to athletes and scientists, all of whom are hand-picked by Christeson to join the acclaimed coterie. The group’s camaraderie was palpable throughout the room, with unanimous agreement that Christeson’s own enthusiasm, warmth, and generosity set the tone for all the relationships. “I think everyone in this room thinks they’re Sali’s best friend,” Couric told Vogue. “She has an ability to make everyone feel really special.”
Following cocktails and remarks from Christeson and J.P. Morgan Global Head of Alternative Investments Kristin Kallergis Rowland, who helped underwrite the evening (the partnership “was the quickest approval I’ve ever gotten in twenty years” at the bank, Rowland joked), the group descended into the restaurant. On the way downstairs, each person was given a wax-sealed envelope containing a personal thank-you note, handwritten by Christeson for every single guest.
Despite the evening’s high-powered guest list, the atmosphere was relaxed and playful, as women made new friends in the bathroom and laughed about hot flashes between courses. In a sea of guests clad in Argent’s most recent collection of suits, blouses, and dresses, it was remarkable how no two appeared dressed the same—a testament to the wearers’ sense of personal distinction.
来源：颜如玉编辑台 · vogue.com