Flower Magazine

JUL-AUG 2018

Browse "flower" to learn techniques from established and up-and-coming designers, be inspired by the floral decor of weddings, galas, and flower and garden shows, and infuse your lifestyle with chic floral fashion and home decor.

Issue link: http://digital.flowermag.com/i/993257

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Page 43 of 91

She began her career at a PR firm in Los Angeles where she worked red-carpet events, celebrity golf tournaments, and film premiers, eventually landing in the event department of Vanity Fair in New York. "There's no better training ground than that," says Latham. "I think the thing I learned most from Vanity Fair is the concept of how much the details matter. The way our envelopes were sealed for the [Oscars party] invitation, the calligraphy, how guests were treated from the moment they were contacted about the party. Before the dinner, we'd be out there with rulers measuring place settings like in Downton Abbey. It was that level of attention that we put into everything we did." In 2011 Latham ventured out on her own, starting Social Studies, in part to give herself flexibility to dabble in film production. She's seen success there too, garnering an Oscar for her work on the documentary Inocente, but says she will always love planning parties: "I love film, but there is something about the live production of an event—the adrenaline of it—that you don't get in the movie business when you have take after take." It looks like she'll be balancing the two for the foreseeable future. She recently opened a Social Studies outpost in Palm Springs and is looking forward to more opportunities to entertain West Coast style. For now, though, it's back to work in Ibiza. There's a taco party that evening, and Latham has Mexican wrestling masks for the guests. "It helps people loosen up," she laughs. "Big parties can be intimidating, but at the end of the day, a party is a party, and if you can do things to help nudge people along, that's good." CLOCKWISE FROM TOP RIGHT: A pretty table at a summer party in the Hamptons • Lunch with a view on Tower Butte at Lake Powell • At seated dinners like the one above, Latham often tucks a card under each plate with notes about guests to the right and left to spur conversation and "get the party started." • She believes personal touches like hand-painted menus and escort cards make all the difference. 42 | J U LY/A U G U S T 2 0 1 8 FRESH STYLE I events

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