SAVE-THE-DRESS Readies for Bloody Battle in Fight for Legendary Marilyn Monroe Dress, Enlists Estate of Academy Award Winning Costumer William Travilla as Ally

Andrew Hansford, Curator of Travilla Estate and world's leading expert on Monroe's 'Seven Year Itch' dress, partners with SAVE-THE-DRESS to rescue famed film garment

NEW YORK, May 26, 2011 /PRNewswire-iReach/ -- --SAVE-THE-DRESS, the New York City-based campaign to acquire the coveted white dress worn by Marilyn Monroe in 'The Seven Year Itch' has gained a powerful ally.  Andrew Hansford, Curator of the Estate of William Travilla and the leading expert on the legendary white dress, today endorsed and officially joined the campaign to keep the garment public and place it on permanent display in the city where it gained fame.

William Travilla, an Academy Award winner and one of Hollywood's most recognized and celebrated designers and costumers, created dresses for Monroe in eight of her biggest films. In late 1953, Travilla created one of the most iconic costumes of all time with the White cocktail dress Monroe wore in 'The Seven Year Itch.' Photographs of the dress rising up around Marilyn Monroe while standing atop a New York City subway vent have become synonymous with Monroe herself.

Hansford, who is the sole curator of the famed Travilla Estate, was officially named a member of the campaign's Advisory Board of Directors. His involvement in the SAVE-THE-DRESS effort brings international influence to the project and opens the door to securing additional participation from key Monroe supporters.

In addition to overseeing the Travilla brand and legacy, Andrew Hansford safeguards an unparalleled collection of the designer's dresses and costumes, patterns, sketches and other priceless relics from film and television.  Hansford is widely recognized as the preeminent authority on Marilyn Monroe's 'Seven Year Itch' dress. In 2008, he organized an international exhibition of Travilla's personal collection, and later this year will release an illustrated tribute to Travilla's costume designs for Monroe, titled 'Dressing Marilyn.'

"Both myself and the estate could not think of anything better than having Travilla's most famous dress purchased by true fans of Marilyn and donated to a museum in the only place it belongs -- New York City," Andrew Hansford, Curator of the Travilla Estate, said. "The historical importance of this costume is huge. It is part of the very fabric of American movie culture."

"Things of such importance and value are usually only available to the very few. Through SAVE-THE-DRESS, everyone can own a piece of this costume and its glory -- and ensure that it will stay in its country of origin for everyone to enjoy."

William Travilla and Marilyn Monroe enjoyed a very close friendship. The Hollywood superstar once wrote to Travilla, "Billy Dear, please dress me forever. I love you, Marilyn" The Travilla Estate's collection includes the original pattern for the 'Seven Year Itch' dress, made to Monroe's measurements, as well as original sketches of the dress, some which have never been publicly displayed. In addition, the Estate owns a replica of the celebrated dress. William Travilla died in 1990.

SAVE-THE-DRESS is a first-of-its-kind campaign that will leverage crowd sourcing and social media to assemble funds needed to place the winning bid when the dress goes under the hammer next month. SAVE-THE-DRESS is headquartered online at and is sponsored by NYC-based inQuicity. If successful, the dress will become the focal point of a multi-city nationwide tour, before it is placed on permanent display in New York.

The pleated, backless white halter-dress is no stranger to Manhattan, where it first achieved international recognition in 1955. During filming for 'The Seven Year Itch', a Lexington Ave subway vent kicked up the dress worn by Marilyn Monroe, revealing her legs and shocking censors. The image remains one of Hollywood's most memorable film moments and launched both the dress and its wearer to super-stardom.

The dress is currently owned by Debbie Reynolds, mother of Star Wars actress Carrie Fisher and former wife of actor Eddie Fisher, and will be auctioned in Beverly Hills on June 18th. Reynolds has been vocal in expressing her belief that the Monroe dress belongs in a museum, urging those with means to lend their support to efforts like SAVE-THE-DRESS.

inQuicity, a Manhattan-based entertainment tech company, has organized the first ever SAVE-THE-DRESS campaign to tap social media and crowd sourcing to finance acquisition of the dress. Those interested in joining the SAVE-THE-DRESS effort may contribute directly at or through a series of fundraising and promotional events that will take place across the country in advance of the June auction.

inQuicity has equipped the website with a host of features that include alerts and enhanced data functions, frequently asked questions, and enables download of fund drive pledge forms and provides 'Save the Dress' party planning tips, as well as classic images of Monroe wearing the dress.

The legendary white dress enjoys a strong association with New York City, where Monroe wore the dress in 'Seven Year Itch' promotional shots snapped in 1955. Those photographs, taken while the film icon stood over a midtown subway vent, triggered the intense jealousy of her then-husband, NY Yankee Joe DiMaggio. A dispute over the film scene lead to their divorce. The exact location of the famed film scene, thought to be lost, has been located by NYC-based inQuicity and is featured in their downloadable app, The Double-Take Tours, which can be used on any iPhone or iPad.

For additional information about the SAVE-THE-DRESS campaign, the dress itself or the auction, visit  For a free download of the inQuicity application that reveals the 'Seven Year Itch' film location and other must-see points in Manhattan, visit

Media Contact: Scott Trent SAVE-THE-DRESS, 212-946-1293,

SOURCE inQuicity



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