Our Spy On the Upper East Side

Social climbing in New York City takes real work, if you ask me. Hire a public relations person, give lots of money to the right charities, and make sure you get yourself a name that rolls off the tongue and right into boldface type. Who doesn’t want to know about a Dayssi, a Ferebee, or my very favorites, Celerie and Byrdie?
 
Just about now New York’s social season is shifting into high gear before closing down for the summer. So, if publicity is what you’re after, May sweeps is your chance to make it big.

You do need an appetite for social climbing and when I see new faces appear in the glossies, I just know they’re working at it. New York Post "Page 6" editor Paula Froelich puts it this way, "It’s important for many of them because it validates their existence. The need for publicity and attention is kind of a weird, ‘Look at me!’ cry for help."

This year there’s a married couple who came from nowhere and is now splattered across the glossies. The money isn’t huge, the faces so-so, and for sure, she’s wearing out those Jimmy Choos climbing the trellis. What exactly is her goal?

Longtime Los Angeles-based PR consultant, Howard Bragman, of the aptly named firm Fifteen Minutes—based on Andy Warhol’s line, "In the future, everyone will be world-famous for 15 minutes"—thinks he has an answer. "Unfortunately, we’re living in a society where we value fame over achievement and it’s a measure of society if getting a big picture in a magazine is the goal."  When people remark to him that Paris Hilton and Kim Kardashian’s achievements are amazing—this apparently happens—he points out (what should be) the obvious; "Well, it’s not exactly like they’re reading to the blind," says Bragman.