The Salting Lands the September Cover of O, The Oprah Magazine, But Founders Plan Growth Carefully

PROCEED WITH CAUTION: While many brands fortunate enough to land the cover of O, the Oprah Magazin” tend to ramp up production, The Salting has taken a much more measured approach.
Eighteen months after the sharply edited unisex label was launched by Michael Smaldone and Michael Ward, Winfrey donned a gold-colored fedora and caftan on the September cover of her magazine. After O’s creative director Adam Glassman e-mailed to share the news, Smaldone said, “I think I almost fell off my chair. It was pretty great.”
Glassman, whom Smaldone has known for years, liked the looks of The Salting and sent a few of his colleagues in to photograph the collection, and later pulled some items and requested a few hats to be made in Winfrey’s size for her personally. Additional clothes were later sent. About a month ago, Smaldone and Ward were tipped off that a cover shot was a possibility with the caveat that nothing is ever certain.
Trying to be prepared, The Salting launched its e-commerce site earlier this week. There was also considerable discussion about the potential sales ripple triggered by the Oprah effect. “We thought what the jackpot would be, that would be her on the cover in

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