White House Black Market's 'Inaugural Dress Headquarters': Clothing Label Milks Michelle Obama Publicity

The label behind Michelle Obama's feted dress on "The View" is, like much of the fashion industry, hoping the future First Lady can make them lots and lots of money. White House Black Market, WWD reports, will be converting its Union Station store in D.C. into the rather presumptiously named "Inaugural Dress Headquarters."

What this actually means is not clear, but the company's president did offer this new-agey statement: "Back in June, we were thrust into the spotlight when Mrs. Obama wore us on 'The View,' and since then we've been on a journey with her and we wanted to take her to the inauguration," said brand president Donna Noce. "Our tag line is 'From Our White House to Yours.'"