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Penélope Cruz appears in second part of Lindex’s spring campaign

NEWS  by Lucire staff/April 29, 2013/11.26

Finnish-owned label Lindex has released imagery from the second push for its spring 2013 season, featuring actress Penélope Cruz.
   The first part of the campaign, which showed Cruz in casual and red-carpet settings, broke on April 24.
   This latest campaign sees Cruz wearing her favourite items in a home environment.
   The company says this part of the collection has a Latino inspiration, with neutral colours (khaki, black, grey, white) offset by pepper green and mandarin red. The patterns include animal and jungle prints, fringes and tie-dyes.
   There are the usual staples of dresses, singlets and shorts. Lindex’s design manager, Nina Starck, gives the example of shorts, knitted top and a bikini underneath for a boho-chic look.
   To emphasize a retro feel, Cruz can be seen in one image posing next to a turntable with an LP.
   This latest part of the Lindex spring collection hits stores, online and offline, on May 6.
   Cruz won an Academy Award for best supporting actress in the 2008 Woody Allen film, Vicky Cristina Barcelona. News of the Lindex spring campaign breaking first surfaced on April 15.
   While a Swedish-originated brand, Lindex was acquired by the Finnish retailer Stockmann in 2007. It currently has around 400 stores, including Russia and the Middle East.

Beyoncé as Mrs Carter in H&M video released, showing the star in bikinis and summer styles

NEWS  by Lucire staff/April 25, 2013/9.58

As expected, H&M and Beyoncé have released their video jointly promoting the fashion brand and her latest music, entitled ‘Beyoncé as Mrs Carter in H&M’.
   The video follows the star’s release of a teaser promoting her Mrs Carter Show World Tour, which kicks off this month. It was first posted on her YouTube channel.
   The 90-second advertisement features Beyoncé in various swimwear and sundresses, beautifully photographed, showing off her figure as well as H&M’s summer styles.
   The advertisement was directed by Jonas Ã…kerlund, and complements the print campaign shot by Inez van Lamsweerde and Vinoodh Matadin in Nassau.
   Beyoncé moves to the sound of her song, ‘Standing on the Sun’, which will be available worldwide and via from May.
   Donald Schneider, creative director of H&M, summarized the campaign when we published the news last month: ‘H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless—a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.’
   Ann-Sofie Johansson, head of design for the retailer, noted, ‘There’s the perfect bodycon dress, as well as a flowing sundress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.’
   The collection is available from May.

Barbra Streisand honoured at the Film Society of Lincoln Center’s 40th anniversary Chaplin Award Gala

NEWS  by Lucire staff//4.54

Jamie McCarthy/WireImage

Jim Spellman/WireImage

Jaeger-LeCoultre is pushing its film connections this week, too, honouring Barbra Streisand at the 40th anniversary Chaplin Award Gala at the Film Society of Lincoln Center.
   Jaeger-LeCoultre has a multi-year partnership with the Society and recently launched its Filmmaker in Residence initiative. The partnership also covers the Society’s most prestigious annual event, the New York Film Festival, which will be held from September 27 to October 13 this year.
   Present at the event were Liza Minnelli, Tony Bennett, Michael Douglas, Pierce Brosnan, Ben Stiller and Blythe Danner. Minnelli, last year’s winner, Catherine Deneuve, and actor Jeremy Irons, donned their Jaeger-LeCoultre Grande Reverso watches at the event.
   Streisand received the award from former US President Bill Clinton at Avery Fisher Hall at the Lincoln Center for the Performing Arts.
   The legendary singer, actress, producer and director has won the Grammy 15 times, and had been nominated 57 times.
   The event was held one week after Charlie Chaplin’s birthday on April 16. Chaplin was the first honoree in 1972: he had spent four days in New York fêted by the Film Society of Lincoln Center at a gala event prior to heading to Los Angeles to accept his honorary Oscar. Chaplin had been in a 20-year exile in Switzerland after he was denied entry in the United States in the 1950s.

Stefanie Keenan/Getty Images for Grey Goose

Charles Eshelman/FilmMagic

IWC Schaffhausen honours director Zhang Yimou at Beijing International Film Festival

NEWS  by Lucire staff/April 24, 2013/12.18

Getty Images

Lintao Zhang

More proof that the economic focus is heading east: IWC Schaffhausen has made its first appearance as a sponsor of the Beijing International Film Festival.
   The brand, which already has relationships with Kevin Spacey, Cate Blanchett, Jean Reno and Marc Forster in the occident, and Francis Ng, Julian Cheung and Anita Yuen in the orient, found it natural to extend its sponsorship to the Festival, holding a dinner, entitled ‘For the Love of Cinema’, at the Ming Dynasty city wall in Beijing.
   Ng, Cheung and Yuen attended, along with actors Yu Nan, Joseph Chang, Li Zonghan, Andrew Lien and Xiong Naijin, as well directors Zhang Yimou, Chris Wedge, Chris Brown, Li Shaohong and Xue Xiaolu. IWC CEO Georges Kern and Benoit de Clerck, its Asia–Pacific managing director, played host. The event was supported by the Motion Picture Association.
   The IWC Filmmaker Award was presented at the event to Zhang Yimou by de Clerck and IWC marketing and communications’ director Karoline Huber.
   Huber said, ‘Zhang Yimou doubtlessly belongs to the greatest film-makers of our time, and he has won numerous awards and gained recognition at many national and international film festivals. It is an enormous pleasure for us to present him with this award.’ He was also presented with IWC’s latest Portuguese Chronograph Classic in stainless steel, with a special engraving on the reverse.
   Aloe Blacc also held a private concert at the event, with DJ Miles Slater taking the party into the small hours.

Getty Images

Lintao Zhang

Etienne Oliveau

Etienne Oliveau

Lintao Zhang

Getty Images

Lintao Zhang

Getty Images

Lintao Zhang

Getty Images

Etienne Oliveau

Beyoncé teases her Mrs Carter Show World Tour

NEWS  by Lucire staff//10.39

April 25: Beyoncé releases ‘Beyoncé as Mrs Carter in H&M’—see her new video here

H&M’s latest spokeswoman, Beyoncé, has teased her Mrs Carter Show World Tour with video clips.
   A month ago, Lucire revealed that the music star would be the Swedish retailer’s latest model. Since last year, most likely thanks to the influence of its creative director Donald Schneider, H&M had connected itself successfully to major music acts. First it was Lana Del Rey, and now it has tied in with Beyoncé’s latest world tour.
   The campaign features ‘Beyoncé as Mrs Carter in H&M’, and now Beyoncé has revealed more details of the tour itself.
   The video shows her in multiple costume changes, including glittering catsuits, as well as scenes atop a piano and flying on a trapeze. She performs ‘Halo’, ‘Run the World (Girls)’ and ‘Love on Top’.
   Sixty-one shows are planned for Europe and North America (detailed on her website, along with ticket purchase links), so the ‘world’ aspect of the tour is not entirely accurate. Beyoncé’s promotional team is offering tour exclusives, ticket pre-sales and VIP packages as part of the tour for those who wish to provide their personal details to join her ‘Beyhive’ blog.

Sponsored video: Évian launches its latest Baby & Me campaign

NEWS  by Lucire staff//9.25

A Lucire special promotion

Évian’s Baby & Me campaign, which launched on April 21, continues the brand’s cross-media approach to advertising. Its earlier Roller Babies and Baby Inside campaigns, which was shown to European readers on the Lucire website, are among the highly watched advertising videos on the internet. Roller Babies, in fact, holds the worldwide record for the most viewed advertising video online, according to the company, and Baby & Me attempts to tap in to the same audience.
   Already sitting on 28 million views since the video was uploaded on April 19, Baby & Me begins with a man encountering his baby self in a reflection. He begins dancing, to see his reflection follow suit. Others join him as ‘Here Comes the Hotstepper’, remixed by Yuksek, plays.
   The campaign is being backed up by a poster campaign. In France, Métro platforms will begin featuring portraits of the characters of various ages, discovering their baby selves, starting May 15. Maria Sharapova and Melissa Reid are two of the sport stars confirmed for this later stage.
   Even more cleverly, as Évian taps into the younger demographic, is an app that allows users to discover their own baby selves. BETC Digital and B-Reel’s app allows users to upload a picture of themselves, or someone of their choice. The app them “babifies” the image thanks to facial recognition software. This also begins in May, and will be available for Android, Iphone and Facebook.
   A similar technique is used in Babybooths located around Paris. They will also be mounted at the Festival de Cannes next month.

Filed under: Paris, technology, TV, Web 2·0

Germany meets Italy (and Scotland and Sweden)

NEWS  by Lucire staff/April 22, 2013/22.32

Thomas Salme

Shooting in Milano with beautiful Italian model Fiorella Dominici, wearing a Basler Fashion dress from Germany designed by Scot Brian Rennie, by me, Thomas Salme from Sweden. A big international mix.
   Dominici is 22, a graduate in economics, Russian and English at Cattolica University. She is still studying in order to graduate in international management. Her slogan is: ‘positive thinking and … believe in your own skills and capabilities more than in social connections.’
   The designer of this beautiful yellow dress is Brian Rennie. He has been called the ‘designer with the Hollywood gene’ and the ‘king of couture’ by some. He outfitted Kim Basinger for the Academy Awards, designed a wedding dress for Jennifer López and counted Princess Diana among his clients, according to his official bio.
   Rennie studied fashion at the Royal College of Art, and joined Escada after completing his studies. He was there for over 20 years, and rose to the rank of head designer.
   As creative director of Basler Fashion, his clothes carry what the company calls a ‘distinctive design signature. Æsthetically outstanding and consistently feminine, they are primarily created to flatter women and to beautify them. Passion and originality characterize the designs of Brian Rennie.’—Thomas Salme

Thomas Salme

Round-up: G by Guess launches Fast & Furious 6 capsule; Madrubb shows Latex fashions for spring

NEWS  by Lucire staff/April 20, 2013/5.27

Top A Fast & Furious 6 tie-in from G by Guess. Above Madrubb, the Madrid Latex fashion company, launches its spring–summer collection.

The Fast and the Furious franchise might not be Lucire readers’ cup of tea, and our closest connection to it was when we featured actress and former Miss Israel Gal Gadot on our cover a few years ago.
   However, Guess isn’t shying away from an opportunity, as its G by Guess brand is releasing a collection tying in with Fast & Furious 6, the latest instalment in the film series.
   G by Guess targets a younger consumer, which the Fast & Furious films are aimed at.
   The limited-edition capsule collection for men and women reaches stores on May 14, 10 days before Fast & Furious 6 hits US cinemas. The 15-piece collection has motor racing details, gritty prints and what G by Guess calls ‘destroyed styles’, with an emphasis on being ‘young, bold and sexy.’ Both the men’s and women’s lines have jackets, T-shirts and tank-tops, while the women’s line also features a tank dress. Accessories include aviator sunglasses, a men’s watch, and an embellished cap.
   A sneak peek is available now at, with events being held at 30 G by Guess locations on May 18. An online competition lasting 10 days appears on and via Facebook.
   Madrubb, the Spanish Latex fashion label, has shown its spring–summer 2013 range, entitled Lxve to Lxve. It also débuts a new technique which it calls ‘Embroidery in Latex’, which it hopes will take its line into a ‘Latex haute couture’ realm.
   Madrubb, based in Madrid, also emphasizes its brighter colours for the season, calling them ‘full of life and freshness’. The palette includes bubble-gum pink, mint green, orange and jade, while there is a cream dress with embroidered sequins and crystals. The company’s website can be found at
   Avon, meanwhile, is launching its Anew Clinical Pro Line Corrector Treatment in Australia and New Zealand through its reps. The formula features Amino Fill 33 and claims to be a ‘game-changing innovation’. The British launch had a 60,000-strong waiting list, says Avon, and was its fastest seller.
   Avon’s R&D senior skin care manager, Anthony Gonzalez, says, ‘A-F33 is potentially as game changing in the fight against wrinkles as alpha hydroxyl acids (AHAs) and Retinol were in the 1990s.’
   In the main part of the website, publisher Jack Yan looks at Dunedin’s Undone label, the stand-out at ID Dunedin Fashion Week, while Paris editor Lola Saab reports from Portugal’s fashion week, this season held in Lisboa and Porto.

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