Above Miu Miu promotes its autumnâwinter 2013â14 line.
Coty has extended its licensing of famous fashion brands, and has added Miu Miu, after an arrangement with the Prada Group.
Coty will develop and distribute a line of fragrances under the Miu Miu name, expected on shelves in 2015. It will be the brand’s first entry into the prestige fragrance market.
Miu Miu, which celebrates its 21st anniversary next year, was created by Miuccia Prada and takes its name from her nickname.
The Coty announcement says that Miu Miu ‘has evolved into one of the leading high-fashion brands in the world, targeting sophisticated women, receptive to new trends and ideas and inspired to explore and experiment in their fashion choices.’
âMiu Miu is one of the most refined and respected luxury houses in the world and one of the fastest growing global brands in the whole fashion industry,’ said Michele Scannavini, CEO of Coty. ‘It is an exciting opportunity for Coty to build a worldwide fragrance business for Miu Miu and also to further build our own market share in the prestige fragrance market.’
Pernod Ricard knows its markets, and Beefeater Gin, the international premium gin, has one asset that its competitors donât: it really is distilled in London.
With London often seeing itself as the capital of coolâits Fashion Week, for instance, takes up more pages in Lucireâs print editions than our usual mainstay of New Yorkâitâs no surprise that Beefeater chooses to tap in to its home town with a new campaign called #MyLondon (complete with hashtag).
Itâs not just a campaign, but a limited-edition bottle celebrating its London home, and the opening of a visitor centre later this year. To make things really pop, Beefeater has collaborated with Central St Martins, known for turning out some of Britainâs best fashion design talents (the late Alexander McQueen, Stella McCartney, John Galliano and Matthew Williamson are among its alumni).
The original #MyLondon competition ended last November with a giant laser projection in Covent Garden. Thousands of Londoners, as well as Central St Martins College students, shared what their city meant to them through their favourite photographs. These were gathered via Beefeaterâs website, and the best were selected by a panel of judges, to feature on the limited-edition bottle.
The bottle features 2,200 photographs fetauring everything from everyday life scenes (graffiti on walls to deck chairs) to more recognizable iconic images (double-decker buses and London landmarks). Beefeater has gone for authenticity rather than stereotype, creating a limited-edition bottle that Londoners themselves can be proud of. After all, no destination brand survives without being true to its people, and Beefeater knows, too, that its own brand is tied intimately with its base.
This video has been sponsored by Pernod Ricard and Beefeater Gin
Virgin Atlantic has begun showing its new uniforms, designed by Vivienne Westwood. Wearer trials began earlier today at airports, Clubhouses and on board Virgin Atlantic aircraft.
The company says 180 staff, including crew, pilots, ground staff, Clubhouse employees and Virgin Holidays staff will trial the uniform over the next few months, ahead of the full launch in 2014.
Virgin Atlantic’s existing uniforms are already highly regarded in the industry. Luke Miles, head of design for the airline, says they are ‘some of the most envied’. Change, therefore, is not something the airline takes lightly.
With Vivienne Westwood designing, the uniforms are expected to remain eye-catching. ‘It’s a challenging design brief but means so much to our staff and customers so we have to make sure we get it right. We’re confident our Vivienne Westwood designs will continue to turn heads in the airport and in the sky,’ says Miles.
Sustainability and original design were priorities for Dame Vivienne Westwood and Virgin Atlantic’s Sir Richard Branson and marks the beginning of a long-term, innovative collaboration.
The designs must also work in different climates, from New York in the winter to St Lucia in the summer.
The trials will ensure the uniforms are comfortable and practical, and allows the airline to gauge staff reaction. Assessment areas are, say the airline, ‘fit, comfort, breathability, ease of movement, creasing before and after the shift, look and feel of the uniform after laundering and how the uniform handles marks and stains.’
Constant wear-and-tear means that fabrics must be durable, and the colour and finish must be retained over time. Vivienne Westwood has chosen fabric with nano-technology that meets these aims: that regardless of the work done, the uniforms remain pristine.
All items are developed with Closed Loop Recycling, where worn clothing is turned back into fibres that can be woven into new fabrics.
Many uniform items use recycled materials, especially recycled polyester yarn made from used plastic bottles.
Ties and scarves are quick-release for health and safety reasons. Shoes are also part of the consideration: crew walk an average of seven miles on each flight. The shoes must be SATRA- (Shoe and Allied Trade Research Association) tested and approved, and feature a non-slip sole. Male shoes have laces but are designed to be slip-on in case of a slide evacuation.
Following any exercise in rebranding, the airline has to ensure things work internally before a proper launch that involves an external audience.
Once the feedback from trial staff is gathered and any changes made, the new uniforms will rolled out to all 7,500 staff globally.
A Pinterest board is open to the public to examine, at pinterest.com/VirginAtlantic/New-Red-Threads/, while public feedback is welcome on Twitter, hashtag #newredthreads.
Above left Christian Dada. Above right Vivienne Tam.
Mercedes-Benz Fashion Week Tokyo wrapped up Sunday as cherry blossoms bloom in Japanâs capital. Over the last couple of seasons, Tokyo Fashion Week kept its target on European and Japanese buyers and audiences, but this season, it has eyed the growing Asian market, especially China. It makes sense since Chinese consumers have now become the worldâs leading buyers of luxury goods.
Japanese fashion brand Christian Dada was the fashion week opener for the autumnâwinter 2013â14 collections. Christian Dadaâs designer, Masanori Morikawa, is known as a stage costume designer for the American pop singer Lady Gaga during her Born This Way Ball 2012 tour. Morikawa has been showcasing his signature style with a rebellious yet silent dark beauty, but this season he got inspiration from a Chinese mythological bird called the fenghuang (phoenix), which is the theme of his collection. Leather jackets and pants are mainly in black and white with blue, red and gold patterns representing the fenghuang. The most memorable moment of Morikawaâs show was definitely his signature tall boots with bird wings.
Chinese-born designer Vivienne Tam held a special runway show during Tokyo Fashion Week to celebrate the 15th anniversary of her brand in Japan. Tam presented the same collection she first showed at New York Fashion Week for the lunar New Year. Chinese calligraphy added unexpected twists in her latest collection in a modern and punk-like way, which successfully engaged with the fashion-savvy Japanese audience.
Johan Ku, a Taiwanese designer, presented his signature knit collection. This season, Ku revealed the sexiness of a womanâs silhouette, with the theme of Anna, the female lead in the 1992 movie Damage. Unlike his last several collections, this season was full of pieces that showed off plenty of skin using holes, fringes, and asymmetric necklines. They all look randomly placed but are well calculated, demonstrating Kuâs skill of knit-work, boosted since his last collection.
Japanese veteran designer Hiroko Koshino was one of the highlighted designers at Tokyo Fashion Week, presenting her collection on the last day. She also eyed the growing Asian market as she presented her new âeast meets westâ look. In her collection, Floral Memories, it was not just flower-patterned dresses that walked down the runway. Her floral inspiration was everywhere: from texture of fabric, colour choice and make-up, to draping and rounded silhouettes on each of her looks. The natural phenomena of flowers were represented in an artistic form, rather than the romantic image which many designers use.
Since the Great East Japan Earthquake, Japan has been investing a full effort to shift its gear towards marketing its brand outside the country, especially to the growing Asian market. There are still criticisms that Tokyo Fashion Week is marketing internally, while the fashion-savvy audience in Japan is interested in street fashion, which they call ‘real clothes’, as opposed to high fashion from the runway. Tokyo Fashion Week continues to tackle those challenges, and the next several seasons will be key to turning things around, to become a new trend-setting global destination.âYuka Murai, YM Biz & Media
Japan Fashion Week Organization
Above left Johan Ku. Above right Hiroko Koshino.
Yuka Murai of YM Biz & Media is a correspondent for Lucire.