• Tweet at Us
  • Like Us
  • Our Pinspiration
  • Behind the Scenes
  • Our Pictures
  • Fill Your Feed
Newsletter Signup
Add my email address to the selected mailing list(s):

Edited by on November 11 2011 at 1:31 PM

Lorenzo Martone has made a business out of socializing that has taken him around the world and introduced him to a bevy of interesting personalities. With Ryan Brown, he co-founded the PR agency ARC NY whose clients include supermodel Alessandra Ambrosio (DNA) and recent Sports Illustrated cover girl Irina Shayk (Marilyn). Here, Lorenzo discusses how he handles the inevitable cross-pollination between his professional and professional life and how social media has changed it all.

LOOKBOOKS Interview: Lorenzo Martone and the Power of Social Media


What’s the most memorable party you’ve organized?

Last year was our ARC NY Fashion Week party in combination with Gwen Stefani. It happened on the night of her L.A.M.B. show and it was such a sexy, fun and magical night! We partnered with the artist Mr. Brainwash (of Banksy’s 2010 Oscar-nominated documentary Exit Through the Gift Shop-fame) and he painted all of our models—Gwen too! We had the party in New York and everyone came—Kanye West, Marc Jacobs, Gwen, of course, Ciara, Alessandra Ambrosio, Irina Shayk—with so many beautiful and interesting people in the room. A memorable party for me is the one that you hope will never end!


What’s your favorite social media tool? And why? 

I like Twitter the most. It’s become a great source of information for me. I wake up, look at my emails and immediately read the Twitter feeds just because I follow a good and qualitative amount of people that keep me informed of things I find interesting and funny. It’s replaced me glancing at the newspapers every morning. Facebook is a great database but it’s the dynamism of Twitter that keeps me intrigued.


Do you remember the first thing you ever Tweeted? 

That’s such a good question. I can almost guess it was an introduction of who I am, what I do, where I live, etc. And right after that I was just tweeting a lot about our models and some of their pictures. I’m going to try to find the first tweet and will “retweet.”

[Editor’s note: On March 31, Lorenzo tweeted about a girl bribing him for tickets to a movie premiere in hopes of meeting Jake Gyllenhaal.]

To read the rest of the interview, visit our sister site,!

Story by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester at