Lucire

Lucire: News

Share 


March 13, 2015

Alexander McQueen: Savage Beauty opens at V&A; Tinie Tempah gives online tour

Lucire staff/12.25

Pin It


Victoria & Albert Museum



Harry Truman/BBC

The Victoria & Albert Museum’s Alexander McQueen: Savage Beauty exhibition has proven to be one of its most popular, with 70,000 tickets sold two days before it opened to the public.
   The retrospective has 66 additional garments that were not seen in the earlier exhibition at the Metropolitan Museum of Art, and has an extra third more space.
   The opening on Thursday night saw David and Victoria Beckham (video below), Kate Moss and Jamie Hince, Salma Hayek and François Pinault, Naomi Campbell, Erin O’Connor, Colin Farrell, Poppy Delevingne, Eva Herzigova and FKA Twigs attend.
   Victoria Beckham wore a black strapless gown from her own collection at the V&A gala. Moss wore a design from the pre-autumn 2015 collection from the Alexander McQueen label, while Campbell donned a design from McQueen’s spring–summer 2007 collection.
   Moss herself appears in holographic form in the exhibition.
   For those who cannot get there in person, Tinie Tempah offers a private view on the BBC’s Iplayer, with a personal tour online on March 14, at 9 p.m.
   McQueen committed suicide in 2010 on the eve of his mother’s funeral.
   The exhibition, in partnership with Swarovski and others, runs from March 14 to August 2, with admission at ÂŁ16.

Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Delicious Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Digg Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Facebook Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Fark Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Google+ Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on LinkedIn Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Newsvine Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Orkut Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Pinterest Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on reddit Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on StumbleUpon Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Twitter Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on vk.com Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Add to Bookmarks Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Email Share '<i>Alexander McQueen: Savage Beauty</i> opens at V&A; Tinie Tempah gives online tour' on Print Friendly
March 10, 2015

Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16

Lucire staff/19.22

Pin It




Pascal Le Segretain

Ben Stiller and Owen Wilson, playing Derek Zoolander and Hansel from their roles in the 2001 hit film Zoolander, appeared to spontaneous applause at Paris Fashion Week, where Paris editor Lola Cristall is compiling her full report.
   The pair appeared on the catwalk at the Valentino ready-to-wear autumn–winter 2015–16 show, and posed with their “blue steel” looks—a term popularized by the movie about the fictional male model, Derek Zoolander.
   Stiller wrote and directed the original film, and it remains well known within the fashion industry.
   A sequel will be released on February 12, 2016.
   Stiller and Wilson posed with Vogue editor-in-chief Anna Wintour backstage.



Pascal Le Segretain

Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Delicious Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Digg Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Facebook Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Fark Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Google+ Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on LinkedIn Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Newsvine Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Orkut Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Pinterest Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on reddit Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on StumbleUpon Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Twitter Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on vk.com Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Add to Bookmarks Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Email Share 'Video and photos: Derek Zoolander and Hansel walk at Valentino autumn–winter 2015–16' on Print Friendly
March 8, 2015

A traditional tale told well

Lola Cristall/23.45

Pin It



The tale of The Legend of Mulan made its way in revitalized form to the David H. Koch Theater in March for a limited time at Lincoln Center for the Performing Arts in New York. The Hong Kong Dance Company (HKDC) brings its expertise to the stage for the first time outside Asia. The China Arts and Entertainment Group (CAEG) presents the flawless production, an adventurous tale of audacity and stimulating depth. The intricately detailed, traditional costumes are designed by Hong Kong-based designers, with eye-catching workmanship.
   The enticing story, derived from ancient China, was originally in the form of a poem, entitled The Ballad of Mulan, in the fifth century. Many years later, the story, about a youthful peasant girl, Fa Mulan (花朚蘭), who disguises herself as a man in order to take her father’s place as a combatant in the army, lives on. There is a yin-yang effect: Mulan’s beauty and refinement unites with her inner strength and vigour. As both warrior and maiden, Mulan symbolizes a true heroine, underlining her courage and aptitude. In many ways, the protagonist’s gender is simply an unimportant factor as she proves her strength and will to fight.
   The overall performance is a beautiful creation, combining theatre and culture on an international stage.—Lola Cristall, Paris Editor





Share 'A traditional tale told well' on Delicious Share 'A traditional tale told well' on Digg Share 'A traditional tale told well' on Facebook Share 'A traditional tale told well' on Fark Share 'A traditional tale told well' on Google+ Share 'A traditional tale told well' on LinkedIn Share 'A traditional tale told well' on Newsvine Share 'A traditional tale told well' on Orkut Share 'A traditional tale told well' on Pinterest Share 'A traditional tale told well' on reddit Share 'A traditional tale told well' on StumbleUpon Share 'A traditional tale told well' on Twitter Share 'A traditional tale told well' on vk.com Share 'A traditional tale told well' on Add to Bookmarks Share 'A traditional tale told well' on Email Share 'A traditional tale told well' on Print Friendly
March 4, 2015

Royal New Zealand Ballet stages an entertaining, memorable Don Quixote

Jack Yan/12.40

Pin It


Evan Li


Royal New Zealand Ballet

Top Mayu Tanigaito and Kohei Iwamoto as Kitri and Basilio. Above A Barcelona town square scene as pictured in the programme.

It’s always a pleasure to kick off a Royal New Zealand Ballet season on a high. Don Quixote, which opened at the St James in Wellington tonight, takes the well known ballet, set to the music of Ludwig Minkus, and tweaks it for modern audiences.
   It is a restaging of the 2008 production of Don Quixote by the Royal New Zealand Ballet. The choreography by Adrian Burnett, after Marius Petipa, is intact, as are the concept, sets and costumes as conceived by former artistic director Gary Harris, with tiny tweaks to keep audiences entertained (watch for the sailors’ selfie in the third act). Sharon the mechanical dog is still there to delight younger audience members, and the story is particularly easy to follow; while ballet veterans can enjoy the talent of the new dancers, particularly Kohei Iwamoto and Mayu Tanigaito as Basilio and Kitri respectively.
   The design brings the seventeenth-century story, and the nineteenth-century ballet, more firmly into the twentieth century, with Don Quixote donning an aviator’s cap and jacket, bringing his mop with him, taking the place of Rocinante, the horse. There are plenty of Iberian references in the bright costumes and the hairstyles, as well as the choreography, with flourishes in the movement and fans recalling flamenco dances, even if the structure of the ballet remains very Russian.
   The Don’s bedroom and the Barcelona town square contrast each other: the former is packed with books, darkening the set, while the latter is bright and airy, suggesting a seaside location. Nigel Gaynor conducted a faultless Orchestra Wellington.
   John Hull makes for an entertaining Don Quixote, with big shoes to fill—Sir Jon Trimmer delighted audiences in 2008—but it is the remaining roles which confirm a few accepted ideas about performance. The first is that it’s often more delicious playing a villain, as Paul Mathews steps back into the role of Gamache, complete with his pet dog, while Abigail Boyle tonight played Mercedes. This pair gave captivating performances, especially Mathews in each of the three acts; he and Boyle almost upstaged the others in the first scene of the third act, as they returned to Barcelona after robbing the Don. As Gamache gets drunk, Mathews dances accordingly—and it’s often harder to pull that off than performing traditional moves.
   Dulcinea appears briefly in the dream sequence after the robbery takes place, and less is made of her role.
   The second idea is that if you get the subsidiary characters right, the production will feel more fulfilled, and Shane Urton’s performance as the Don’s nephew, Sancho, had a wonderful and intentional naĂŻvetĂ© as he accompanies his uncle on the adventure. Urton stayed in character till the end, and enriched the ballet no end.
   The third idea is that audiences will always welcome a happy-ending love story. Tanigaito already received applause in the first act for a series of fouettĂ©s, but it was her pas de deux with Iwamoto in the third act, and his dramatic catch, where the attention rested firmly again on Basilio and Kitri. With increasing energy on stage from the courting couple, Don Quixote finished on an expected high.
   Don Quixote will continue in Wellington till March 7, before moving to Christchurch for March 11–14, Invercargill for March 18, Dunedin for March 21, Auckland for March 26–9, and Palmerston North for its final performance on April 1. Further information can be found at the RNZB’s website at www.rnzb.org.nz.—Jack Yan, Publisher

Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Delicious Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Digg Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Facebook Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Fark Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Google+ Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on LinkedIn Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Newsvine Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Orkut Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Pinterest Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on reddit Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on StumbleUpon Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Twitter Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on vk.com Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Add to Bookmarks Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Email Share 'Royal New Zealand Ballet stages an entertaining, memorable <i>Don Quixote</i>' on Print Friendly
February 21, 2015

The most talked-about film of the month: Fifty Shades of Grey

Lucire staff/3.07

Pin It

A week has passed since the release of the cinematic adaptation of E. L. James’s Fifty Shades of Grey.
   If you haven’t seen the film directed by Sam Johnson-Taylor, starring Jamie Dornan and Dakota Johnson, you may be the small part of the population who is choosing to ignore the hype.
   In a nutshell, the movie is about Christian Grey (Dornan) and Anastasia Steele (Johnson), who are from completely different worlds. He is wealthy, sophisticated and seems as though he has his life together, while Anastasia is about to finish university with an arts’ degree and hasn’t really given any thought as to what her next step is going to be. They meet by chance, and, boom, you see Mr Grey fall in love with Miss Steele instantly. It is a classic love story with a twist, in the sense that Mr Grey has ‘singular taste’ when it comes to his sexual tendencies. He introduces Miss Steele, a virgin, to a world of power, dominance and at times, cruelty, but as the movie progresses, you see a different side to Mr Grey. He genuinely seems to be falling in love with Miss Steele, but he cannot bear to bring himself to say it, or feel it. ‘I have had a rough start in life,’ he tells her and, ‘I’m not the man for you; you should stay away from me.’ But she doesn’t. She presses on, she is determined to uncover what his “issues” are and how she can help him heal, in a sense. But there are dark moments, too. You see Mr Grey falling apart because he simply doesn’t know how to respond emotionally to Miss Steele’s needs, so he responds in the only way he knows how to: through BDSM. Sure, his BDSM is a turn-on for her, and she’s willing to explore his world, but she doesn’t understand why he’s not willing to explore hers—and that’s when it gets messy. You have give Miss Steele credit: she has that fire and spark that Mr Grey loves, and yet, he has no idea how to be a ‘hearts and flowers man’ and as he plainly tells her, ‘I’m fifty shades of f***ed up.’
   Dakota Johnson was made for this role. She steals every scene with her lightness, naĂŻvetĂ©, her interest in exploring her sexuality and for wanting to help the man she loves find his way to her world. Jamie Dornan is the brooding Grey, all dark and mysterious, but you get the sense that there is so much more to him and his story than he is willing to share, and that’s the beauty of this series. We find out why he is the way he is, and in the end, we want to be able to answer the age old question: is love enough to save someone?
   If you want a thought-provoking movie, go see it; don’t be intimidated by other people’s reviews and make your own judgements. Mr Grey will see you now.—Snjezana Bobič

Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Delicious Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Digg Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Facebook Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Fark Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Google+ Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on LinkedIn Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Newsvine Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Orkut Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Pinterest Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on reddit Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on StumbleUpon Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Twitter Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on vk.com Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Add to Bookmarks Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Email Share 'The most talked-about film of the month: <i>Fifty Shades of Grey</i>' on Print Friendly
February 11, 2015

Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale

Lucire staff/12.45

Pin It



Franziska Krug/Getty Images

Bulgari’s Diva Cinema Night at the Berlinale, the Berlin International Film Festival, on Tuesday celebrated divas past and present with an exclusive party at the Metropolpark in the German capital.
   The event celebrated divas including Elizabeth Taylor, Marilyn Monroe, Sophia Loren, Anita Ekberg and Grace Kelly, and their connection to the world of film. Modern actresses were also celebrated by co-sponsor Bulgari, including Carla Bruni, Jennifer Garner, Sharon Stone, Keira Knightley and Naomi Watts.
   Notable VIPs included Olga Kurylenko, Nastassja Kinski and Lilly zu Sayn-Wittgenstein-Berleburg, as well as Anna Maria Muehe, Julia Dietze, Emma Heming-Willis, Sonja Kerskes, Paz de la Huerta, Sanny van Heteren, Tanja BĂŒlter, Natascha Ochsenknecht, Chiara Schoras, Nicolai Kinski, Ina Paule Klink, Kweku Mandela, Lelio Gavazza, Sandra Mohsni, Natalia Avelon, Shermine Sharivar, and Alessandra Mastronardi.
   With Bulgari, unsirprisingly Elizabeth Taylor’s starring role in Cleopatra, resplendent with jewellery, were among the memories shared during the evening. BMW was the event’s second sponsor, countering the festival’s partnership with rival Audi. DJ Nick Cohen performed at the do, while MoĂ«t & Chandon served champagne.











Franziska Krug/Getty Images

Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Delicious Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Digg Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Facebook Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Fark Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Google+ Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on LinkedIn Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Newsvine Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Orkut Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Pinterest Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on reddit Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on StumbleUpon Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Twitter Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on vk.com Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Add to Bookmarks Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Email Share 'Olga Kurylenko, Nastassja Kinski, Emma Heming-Willis, Lilly zu Sayn-Wittgenstein-Berleburg celebrate divas at Berlinale' on Print Friendly
February 9, 2015

Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards

Lucire staff/13.59

Pin It


Charley Gallay



Stefanie Keenan

Warner Music Group hosted an after-party for the artists signed to its label at Chùteau Marmont in West Hollywood on Sunday night, celebrating those who had been nominated for a 2015 Grammy Award, including Beyoncé, Jay Z, Kendrick Lamar, Ed Sheeran, Charli XCX, Clean Bandit, Wiz Khalifa, Trey Songz, Faith Hill, Hunter Hayes, Neil Young, Paramore, Tegan and Sara, the Black Keys, Tom Petty and the Heartbreakers, Pink Floyd, Grateful Dead, Coldplay and others.
   The event featured live performances from Charli XCX, Jessie J, and Jess Glynne, among numerous others. Other VIPs on the guest list were Priyanka Chopra, Miranda Kerr, Josh Groban, Paris Hilton, Taye Diggs, Aloe Blacc, Mel B and Stephen Belafonte, Brandy Clark, Gary Clark, Jr and Nicole Trunfio, Clean Bandit, Courteney Cox, Sheryl Crow, Jason Derulo, Jamie Foxx, Kat Graham, Lydia Hearst, Amy Heidemann, Icona Pop, Randy Jackson, Emily Joyce, Anthony Kiedis of the Red Hot Chili Peppers, Jaime King, John Legend, Jenny Lewis, Juliette Lewis, Annie Lennox, Angela Lindvall, Ziggy Marley, Miguel, Haley Joel Osment, Paul Oakenfold, Rita Ora, Ryan Phillippe, Perrey Reeves, Fatima Robinson, Nile Rodgers, Michelle Rodriguez, Mark Ronson, Russell Simmons, Jordin Sparks, Sevyn Streeter, Chrissy Teigen, Aisha Tyler, Erin Wasson, Marlon Wayans, Will.i.am, Dwight Yoakam, and Hans Zimmer.
   The after-party was sponsored by Spotify and DeleĂłn.




Stefanie Keenan



Mike Windle


Charley Gallay


Mike Windle





Charley Gallay





Stefanie Keenan

Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Delicious Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Digg Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Facebook Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Fark Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Google+ Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on LinkedIn Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Newsvine Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Orkut Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Pinterest Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on reddit Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on StumbleUpon Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Twitter Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on vk.com Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Add to Bookmarks Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Email Share 'Miranda Kerr, Rita Ora, Charli XCX, Jess Glynne celebrate after the 2015 Grammy Awards' on Print Friendly
February 4, 2015

Sponsored video: Reebok wants us to be more human

Lucire staff/23.59

Pin It

A Lucire special promotion




Reebok has one of the most storied histories of any of the sports brands: its forerunner was, for example, the choice of the British Olympic team in 1924, dramatized in the movie Chariots of Fire. And in the late 1980s, there wasn’t a brand that was more fashionable than Reebok as its Pump became closely tied to the era.
   It’s never been a brand that’s needed fancy celebrity endorsements. It has been slightly more restrained as a brand, and its latest commercial, in the wake of the Super Bowl in the US, exhibits a level of honesty not often seen in a sector that relies on being flashy and impactful.
   Reebok’s latest campaign, entitled Be More Human, shows everyday people pushing themselves further, for the purpose of personal fulfilment. Reebok taps in to a very real motivation for most people who work out: to be healthier and stronger for themselves, not for gold medals or recognition on a football pitch. In recent times, Reebok has partnered with CrossFit, which is aimed at fitness fanatics. It’s part of Reebok’s efforts to rebrand itself, a programme that began five years ago when it revealed its delta symbol.
   The campaign, which broke at the end of January, connects Reebok’s shoes and apparel to those fitness enthusiasts, something which its president, Matt O’Toole, sees as part of the brand’s roots. It appears to be paying off: Reebok has experienced seven straight quarters of growth. No longer is it chasing competitors or trying to be something else: Reebok has found its groove being itself. It’s something it wants to urge its consumers to do now, too, and, consequently, there’s a sense of authenticity to its efforts.


Post sponsored by Reebok

Share 'Sponsored video: Reebok wants us to be more human' on Delicious Share 'Sponsored video: Reebok wants us to be more human' on Digg Share 'Sponsored video: Reebok wants us to be more human' on Facebook Share 'Sponsored video: Reebok wants us to be more human' on Fark Share 'Sponsored video: Reebok wants us to be more human' on Google+ Share 'Sponsored video: Reebok wants us to be more human' on LinkedIn Share 'Sponsored video: Reebok wants us to be more human' on Newsvine Share 'Sponsored video: Reebok wants us to be more human' on Orkut Share 'Sponsored video: Reebok wants us to be more human' on Pinterest Share 'Sponsored video: Reebok wants us to be more human' on reddit Share 'Sponsored video: Reebok wants us to be more human' on StumbleUpon Share 'Sponsored video: Reebok wants us to be more human' on Twitter Share 'Sponsored video: Reebok wants us to be more human' on vk.com Share 'Sponsored video: Reebok wants us to be more human' on Add to Bookmarks Share 'Sponsored video: Reebok wants us to be more human' on Email Share 'Sponsored video: Reebok wants us to be more human' on Print Friendly
Filed under: branding, culture, fashion, trend, TV
Next Page »

 

Get more from Lucire

Our latest issue

Lucire 33
Check out our lavish print issue of Lucire in hard copy or for Ipad or Android.
Or download the latest issue of Lucire as a PDF from Scopalto

Lucire on Twitter
Lucire on Instagram