Can Jenna Lyons’s reality-TV turn reinvent her as a beauty mogul without trashing her reputation?
series, from Auckland to Potomac, which he pronounces Lyons’s first season, the New York edition’s 14th, had premiered exactly one month before, and here at Sant Ambroeus, the little slice of Milan on Lafayette where the fashion industry gathers for $14 coconut yogurts, he’s aglow with interest. “I wanna know everything,” he tells her.
Her motivation was her business. Not so much for the cash — careful not to nibble the hands that feed her, Lyons would say only, “It’s not an embarrassment of riches” — but the marketing opportunity is nearly priceless. For all the bad rap old-fashioned linear TV gets, Brett Bouttier, one of Lyons’s business partners, tells me it still moves the needle on product sales. “It’s directly related,” he says. “You can see it in the numbers practically instantly. I can watch it move by time zone.
Lyons is the first to admit she had barely seen the show before joining the cast. The idea came, she has said, from a suggestion made by the hosts of a podcast she was a guest on,“What do you love about it?” Lyons asks him with genuine interest. There would be a quick stint at VivaMayr, the Austrian wellness clinic famous for its detox deprivation diet . Then on to Corfu, where she and her new girlfriend, the photographer Cass Bird, would board a yacht to sail the Greek islands with some friends. “Not my boat,” she clarified. “Someone who has money that I don’t have — their boat.”but you won’t see any of it on the show.
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