Rosie Huntington-Whiteley Revealed Her New Brand Mémoire with an Intimate Upper East Side Dinner Party

Reported by Vogue.

Rosie Huntington-Whiteley has never been someone who does things loudly — she builds quietly, then lets the work speak. So it tracks that her first foray into home and design, a brand called Mémoire, was unveiled not with a splashy campaign but with an intimate dinner at interior designer Alyssa Kapito's Upper East Side home, just days before the brand's official May 12 launch. The guest list was tight and deliberately chosen: Daniel Lee of Burberry (who also dressed Huntington-Whiteley for the Met Gala that same night), Ashley Graham, Imaan Hammam, Dree Hemingway, and Phoebe Tonkin, among others.

The setting was no accident. Kapito's home — serene, polished, lit by soft evening light — provided the exact backdrop Mémoire is designed to evoke: antiques that feel alive rather than archival, objects that carry weight without heaviness. "We both appreciate antiques, but in a way that feels fresh — you can collect pieces that feel stale, or you can make them cool. Rosie is very cool," Kapito told Vogue. Pieces from the yet-to-launch collection sat alongside Kapito's own furnishings, and the line between the two was, intentionally, difficult to find.

The Sentiment Behind the Brand

Mémoire, built in partnership with Westview Ventures, grew out of something more personal than a market gap. Huntington-Whiteley has spoken openly about what objects mean to her now — the Tiffany hairbrush she chose for her daughter, letters from her mother, jewelry from partner Jason Statham. "When I think about what I would save in a fire, it would be those things," she said. Co-founder Meaghan Cox echoed that emotional foundation, noting that the team — all mothers — felt nostalgia was conspicuously absent from the current luxury home landscape. "We wanted to create something that can be preserved and passed down."

The dinner itself was a study in considered excess: chef Michela Laccabue opened with caviar gougères, moved into black sea bass with dandelion greens and anchovy vinaigrette, and closed with chocolate sablé. Christofle china, crystal hurricanes at varying heights, a bold yellow floral centerpiece — Kapito's signature restraint made the whole thing feel effortless. Huntington-Whiteley, fresh off a flight from Rio ahead of Met Gala season, was predictably coy about her red carpet look but refreshingly candid about her prep: a morning facial with Melanie Grant, a lymphatic drainage massage, and an early night. That's it.

When a brand is built around the idea that the things worth keeping are the things that already hold meaning, the launch party better feel like something worth remembering — and this one did.

Read the original at Vogue.