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Campari aligns itself with cutting-edge creators in latest digital campaign

Filed by Lucire staff/October 6, 2020/11.12



Campari has launched a digital campaign, with video content, aligning itself with pioneering artists, rather than models or celebrities. The concept is ‘Red Passion’, Campari’s latest brand concept, described as ‘the urge inside us that is impossible to ignore.’
   As a brand that sees itself as visionary—it has played its part in the creation of the Negroni and the Americano—Campari has teamed up with ground-breaking artists in a series directed by Matt Lambert. The campaign was devised by Wunderman Thompson, with the films produced by Movie Magic, and digital strategy led by We Are Social.
   Participants include bartender Monica Berg, named the most influential person in her industry in 2020, who describes ‘Red Passion’ as ‘It’s a feeling, it’s a vibe, it’s not necessarily something you can force, but when you see it, you know it and you simply can’t ignore it!’
   Jamaican-born choreographer MJ Harper also features, and says of the campaign, ‘What’s interesting about it is, that depending on how it’s pushed or not pushed, you will find people who are actually active in their creativity and people who are very much passive.’
   Saxophonist Bendik Giske performs on his instrument for the campaign, while avant-garde director Margot Bowman features in the clips and worked behind-the-scenes.
   Francesco Cruciani, managing director, Italian Icons, Campari Group said, ‘With a rich legacy and history in fuelling passion and creativity, Campari constantly inspires and challenges people, encouraging them to keep their Red Passions alive in the path to creation. This was true in the time of Gaspare and Davide Campari and still is to this day, where we constantly aim to go beyond the expected. Working with director Matt Lambert to deliver his unique style and artists such as Monica, Bendik, MJ and Margot was truly eye opening as we saw Red Passion in action, front row. We want to invite everyone to follow their lead!’
   The videos hit YouTube, Campari’s website and Instagram on the 5th. More information can be found at campari.com/red-passion.

 


Chanel retrospective opens at Paris’s Palais Galliera: Vanessa Paradis, Marion Cotillard, Angèle attend

Filed by Lucire staff/October 2, 2020/0.03



Chanel celebrated the opening of the retrospective exhibition Gabrielle Chanel: Manifeste de Mode (Fashion Manifesto), held at the newly renovated Palais Galliera, the City of Paris Fashion Museum, with its ambassadors Vanessa Paradis, Anna Mouglalis, Angèle, Caroline de Maigret, Charlotte Cardin, Gaspard Ulliel and Sébastien Tellier. Other celebrities included Irène Jacob, Camille Razat, Karidja Touré, Lyna Khoudri, Diane Rouxel, Alexa Kapranos, Anne Berest, Clara Luciani, and Bianca Li.
   The exhibition comprises over 350 pieces dating from 1910 to 1971, with pieces owned by the Galliera itself, the Patromoine de Chanel, international museums and private collections. Some of Chanel’s most significant designs are present, as well as an original 1921 No. 5 bottle.
   It has been organized with the support of Chanel.
   The exhibition runs till March 14, 2021.






















Exhibition











Olivier Saillant

 


Bollinger releases No Time to Die limited-edition gift box, featuring James Bond and DB5

Filed by Lucire staff/October 1, 2020/0.00

After coming to a stop earlier this year because of COVID-19, the publicity machine for the 25th Eon Productions James Bond picture, No Time to Die, is cranking up again as the movie nears its postponed November 2020 release date.
   Following Land Rover, which ran promotions earlier this year for its Defender model featuring in the film, Bollinger is next with a limited-edition gift box that features imagery of Ian Fleming’s super-spy and the Aston Martin DB5, housing the house’s Special Cuvée. The box is in silver birch, echoing the DB5 first seen in Goldfinger; replicas were made by Aston Martin to appear in No Time to Die. The bottle itself has a black-and-gold collar with the 007 logo.
   Champagne Bollinger worked with photographer Greg Williams for the imagery.
   Bollinger can trace its connection to the world of the cinematic James Bond with the 1979 Roger Moore starrer, Moonraker.
   RRP for the limited-edition champagne is £55. No Time to Die, starring Daniel Craig as James Bond and directed by Cary Joji Fukunaga, is released through MGM and Universal Pictures in the UK on November 12.

 


Song Weiling launches new Emporio Armani Meccanico skeleton watch collection on Tmall

Filed by Lucire staff/September 29, 2020/10.57


China already had one of the most lively online e-commerce set-ups before COVID-19, and the pandemic drew even more activity online (see Lucire issue 42, and Lucire KSA September 2020). Emporio Armani is no exception in its dealings inside the Middle Kingdom, with Chinese spokesman Song Weiling (宋威龍), the actor and model, launching its Meccanico skeleton watch collection on Tmall on September 13.
   Song’s appeal to Generation Z (born between 1995 and 2012, according to some) is said to help broaden the brand’s appeal to a younger audience. Since joining Tmall in 2016, Emporio Armani has pushed a number of “hot” products appealing to younger buyers, including a gypsophilia watch series.
   Earlier marketing efforts in September 2019 and August 2020 (for the Qixi Festival) saw Emporio Armani team up with actress Tong Liya (佟麗婭).
   Emporio Armani says that Generation Z will account for 40 per cent of overall consumer purchases this year, hence its keenness to attract the group. Purchases in the 2,500–5,000元 segment have risen by 90 per cent. Tmall, in particular, has managed to appeal to Generation Z users, with the men’s watch category increasing 14 per cent between 2018 and 2019.



 


Arborea, Stanley Moss’s new novel written during the pandemic in Italy, out now

Filed by Lucire staff/September 27, 2020/19.28

Lucire travel editor Stanley Moss has penned a new novel, this one written during the COVID-19 pandemic as he braved the dire situation in his base in northern Italy, at one point Europe’s “ground zero” for the virus. Arborea, out now, once again brings together a cast of international characters in an intriguing and entertaining tale, this time set at an exclusive luxury resort in northern California where the rich gather and, as it so happens, a group of eco-warriors. As with The Hacker, which we serialized in Lucire, and its sequel Hack Is Back, which is coming up, Stanley’s story engrosses the reader and could easily become a screenplay, such is the richness and diversity of the characters and the characterizations. Like these earlier works, Arborea is very much of our times.
   From the synopsis: ‘Imagine an ultra-modern luxury resort located among the old-growth redwoods on an isolated stretch of California coastline. Imagine what happens when a famous tech billionaire and his wife arrive for a romantic weekend at exactly the same moment as a dedicated army of eco-warriors descend on the site to conduct a stealth operation. But the storm of the century is on its way to dampen everyone’s plans. Find out what happens in this comedy of errors, when nature interferes with the best made plans of well intentioned humans.’
   Arborea is published by Second Guess Press and available from Amazon at US$16·99.

 


H&M Studio channels the 1970s, with Irina Shayk, Jameela Jamil, Sasha Lane, Indya Moore

Filed by Lucire staff/September 24, 2020/14.24




The 1970s have well and truly returned, and we don’t just mean with the uncertain economic mood. H&M’s Studio collection for autumn–winter 2020–1 reflects this, too, with a collection called The Refined Rebel, inspired by the 19th-century writer, Violet Paget (who used Vernon Lee as her nom-de-plume), and her residence at the Palmerino villa in Firenze. Despite officially referencing Paget, the style is very much 1970s, with big lapels and a slight flare for suits, including some outlandish colours in green and blue; big-shouldered coats and dresses in a multi-coloured print resembling splashes of paint; recycled polyester frilled blouses; a grey deconstructed sleeveless coat; and chunky-heeled boots. The clothes are gender-fluid, suiting the times, but in the mode of 1970s David Bowie, who was there well before the mainstream. The colour palette is azure blue and malachite green, says H&M, with champagne pink and marbled prints.
   The campaign has been shot separately from different parts of the world, given distancing rules and travel restrictions in place. Barbie Ferreira, Veronika Heilbrunner, Celeste, Alton Mason, Young Emperors and Mia Kong have each done their own interpretations of the collection and the imagery brought together by H&M. Meanwhile, Irina Shayk, Jameela Jamil, Sasha Lane and Indya Moore have donned designs from the range in a series of celebrity images.
   Customers are invited to share their own images from the range.
   ‘The AW20 Studio collection muse is not afraid to challenge the status quo. This collection is for those that celebrate being oneself above all else. We hope our customers feel inspired to dress with a carefree, rebellious attitude,’ said H&M’s creative adviser, Ann-Sofie Johansson.
   ‘In keeping with H&M’s strive for innovation, the H&M Studio team experimented with an exciting new campaign format for AW20. Adapted for today’s climate, this new way of working gives our global cast the creative freedom to style, photograph and express themselves in the comfort of their own space. We hope the new collection and campaign encourages everyone to celebrate their style,’ said Kattis Bahrke, H&M’s head of creative marketing and communications.




 


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