Must Read: Birkenstock Goes Public, Gisele Is the New Face of Frame

These are the stories making headlines in fashion on Thursday.

Birkenstock celebrates IPO with New York public park experiences
To celebrate going public on the New York Stock Exchange Wednesday, Birkenstock is hosting three interactive public park experiences called Birkenfields in Manhattan and Brooklyn from Oct. 11 to Oct. 12. Birkenfield Meadow is at Flatiron Plaza from 11 a.m. to 6:00 p.m., immersing consumers in a shoeless experience. Birkenfield Grove is at 410 Lafayette Street from 11:00 a.m. to 6:00 p.m. with foot massages and Maman’s hot chocolate. Finally, Birkenfield Biergarten will offer German-inspired beer and interactive games at Other Half Brewing in Williamsburg from 4:00 p.m. to 10:00 p.m. {Fashionista inbox}

Gisele is the new face of Frame
Gisele Bündchen is the face of Frame’s Winter 2023 collection, marking a new creative era for the brand’s second decade. Photographed by David Sims, the campaign features a visual narrative of three identities that make up “the new Frame woman”: high-fashion Los Angeles, laid-back Californian lifestyle and the Denim Icons campaign. “This is not just a new decade for Frame, it is a new era; Fall is a true representation of the creative vision we had for the brand when we started and for me there can be no greater living icon in our campaign than Gisele,” Erik Torstensson, co-founder of Frame, said in a statement. The new collection is now available in Frame stores, on Frame’s website and at select global retailers carrying Frame. {Fashionista inbox}

Christiane Pendarvis named co-CEO of Pattern Beauty
Christiane Pendarvis has been named co-CEO of Pattern Beauty, a title she will share with the brand’s founder, Tracee Ellis Ross. Before taking on this role, Pendarvis was co-president of Rihanna’s Savage X Fenty and she’s had “more than 25 years of experience in leading direct-to-consumer and omnichannel retail businesses,” WWD reports. “To be able to attract somebody of Christiane’s gravitas and business building caliber is precisely what Pattern Beauty needs in order to continue executing on my vision for it to become the preeminent leader in the curly, coily, and tight textured hair category,” Ross said in a statement. {WWD/paywalled}

CEO JuE Wong exits Olaplex
JuE Wong has exited her role as Olaplex’s CEO, a position she has held since 2020, and will be succeeded by Amanda Baldwin, the current CEO of Supergoop, in early 2024. Olaplex’s executive chair John Bilbrey will serve as CEO in the interim. “Amanda is a leader in growing prestige beauty brands and we are delighted to welcome her as CEO of Olaplex,” Bilbrey said. “She is an effective and creative brand builder who deeply understands consumer insights and analytics. Her valuable mix of strengths across marketing, product development and execution make her the ideal person to position Olaplex for long-term success.” {WWD/paywalled}

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