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January 25, 2015

Pawesome: Karen Walker Eyewear toasts her summer 2015 collection

Lucire staff/8.55

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Tom Schirmacher

Karen Walker Eyewear has announced its summer 2015 collection, and, in the brand’s inimitable style, sees Toast, a King Charles cavalier spaniel, as the model.
   Brands all over the world want celebrities with strong social media followings, and Karen Walker is no exception. The rescued “it” dog has 154,000 Instagram followers and has already donned shades on her account. Now as the spokesdog for Karen Walker Eyewear, she’s expected to be wearing her new brand on the streets of New York.
   In a release, Walker cheekily says, ‘We were after a model for this campaign who could fit with our caramelly colour palette and also someone whose hair would work with our three wind machines hitting her from every angle to create a slightly ’70s vibe. Toast ticked every one of those boxes.’
   The new campaign, hashtagged #toastmeetskaren, has been photographed by Tom Schirmacher, and creative-directed by Mikhail Gherman. Grooming for Toast was by Hannah Raymond, and hair by Gavin Harwin.
   The collection has five new styles, featuring two-tone patchwork with gold trim, dusty colours, and CR39 lenses for UV protection. The eyewear is double-polished and cured for strength.
   The company can claim Beyoncé, Rihanna, Scarlett Johansson, Lena Dunham, Gwen Stefani, Alexa Chung, Lady Gaga, Lorde and Florence Welch among its wearers. The range hits stores in February 2015.



Tom Schirmacher






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January 23, 2015

Cara Delevingne poses with a lion cub as she becomes TAG Heuer’s new ambassador

Lucire staff/21.30

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Pascal Le Segretain/Getty Images

Cara Delevingne’s status as one of the celebrities of our era is further confirmed with TAG Heuer selecting her to be one of its new ambassadors. Calling her ‘the most disruptive “it girl” of the moment’, TAG Heuer has tapped into the model’s social media following (9 million on Instagram, 2 million on Twitter, 1·7 million on Facebook) to promote its range to a new audience.
   She was welcomed into the TAG Heuer family at the Salle Melpomène at the École des Beaux-Arts in Paris, posing with a lion cub, in front of an audience of 150 VIPs and journalists. Tying in with the lion cub, the new TAG Heuer campaign will be hashtagged #Dont­Crack­UnderPressure.
   The lion is a symbol that Delevingne identifies with, and she had one tattooed on her right index finger in mid-2013.
   Delevingne wore a Karl Lagerfeld jacket at the event.
   Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide, presented her with a TAG Heuer Formula One Steel and Black Ceramic Chronograph set with diamonds.
   Biver said, ‘The TAG Heuer family is not just an idea, it is a team, with true team spirit. We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth. TAG Heuer has set its sights on “it-ness”, and Cara is just the person to help us get there.’
   The Daily Mail reported concern from Dr Neil D’Cruze of World Animal Protection, who told the newspaper, ‘Lion cubs are not photo props. Their health and well-being should not be compromised.
   ‘They belong in the wild, not draped over a celebrity just to sell a designer watch.’








Pascal Le Segretain/Getty Images

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December 17, 2014

Video and photos: Rihanna becomes Puma’s latest brand ambassador and creative

Lucire staff/8.43

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There’s more news from the Kering group as the company continues to shake up its brands: Puma has announced that Rihanna is the creative director of its women’s training line.
   The singer joins Usain Bolt and Mario Balotelli as a global brand ambassador, and attended her first meeting in Germany with the design team on Monday.
   Rihanna says she will be ‘all over it’ when it comes to her involvement with the line. Puma says her influence on the women’s training line will be felt early in 2015.
   Kering wants to boost Puma’s profile alongside Nike and Adidas, and Rihanna’s celebrity status should earn it new adherents.
   Puma CEO Bjørn Gulden said in a release, ‘Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition—all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values Puma strives for: to be confident, brave, determined and joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.’
   Adam Petrick, Puma’s global brand and marketing director, said, ‘Rihanna brings joy to audiences around the world but also ignites and awes. Puma admires her for never waiting for the next big thing, but more so for driving what happens next—in fashion, style, music and soon to be—sports. We can’t wait to empower women worldwide with Rihanna—she demonstrates a body confidence and determination that is the exact representation of the Puma Woman.’
   Rihanna has already represented brands such as MAC, Giorgio Armani, Nivea and Renault.

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Belvedere Vodka kicks off James Bond partnership, with Lily Cole, Tinie Tempah, Pixie Geldof, Amber Atherton

Lucire staff/0.30

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The $300 million budget set aside for Spectre, the 24th Eon James Bond film, will need a marketing bonanza. After Aston Martin revealed its DB10—10 cars built exclusively for the film and not general sale—and Jaguar Land Rover confirmed that they would be supplying a C-X75 and Range Rover vehicles, Belvedere Vodka is next, launching its global partnership with James Bond at the Bond in Motion exhibition at the London Film Museum last night.
   Guests included Lily Cole, Tinie Tempah, Amber Atherton, Pixie Geldof, Douglas Booth, Kim Hersov, Ella Catliff and Christophe Navarre, while Belvedere president Charles Gibb played host.
   Belvedere’s limited-edition bottles see the Belvedere palace replaced with an image of the MI6 headquarters from the film, while its trade-mark blue will be changed to green, on one. These will be limited to 100 bottles. The second change will be to Belvedere’s Silver Sabre bottles.
   The marketing programme commences in February, with point-of-sale promotions. Updates will be put on Belvedere’s Instagram account.
   Spectre, which is named after the fictional terrorist organization from the Ian Fleming novels, will première on November 6, 2015. Daniel Craig will return as the super-spy, and the cast includes Monica Bellucci, Léa Seydoux, Andrew Scott, Dave Bautista, Naomie Harris, Ralph Fiennes, and Christoph Waltz as the villain. Barbara Broccoli and Michael G. Wilson produce, while Sam Mendes (Skyfall) returns to direct.




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November 25, 2014

Absolut Vodka launches Andy Warhol limited-edition bottle into New Zealand

Lucire staff/1.39

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Absolut Vodka’s latest limited-edition bottle pays tribute to one of the greatest pop culture icons of all: Andy Warhol.
   Warhol was the first artist to create an original artwork for Absolut in the 1980s, for an advertisement simply titled, ‘Absolut Warhol’. The image has become iconic and arguably helped make the Absolut bottle recognizable to a very wide audience.
   Michel Roux, the CEO of Carillon, which imported Absolut into the US, came up with the idea to link Warhol with the bottle.
   The new bottle follows Warhol’s design, and is now available in New Zealand, retailing at leading liquor retailers for NZ$55·99 for 1 l.
   The Swedish-founded vodka company now has over 800 pieces in its Absolut Art Collection, after kicking off its collaboration with Warhol. It has collaborated with Keith Haring, Damien Hirst, Louise Bourgeois, Jean-Michael Basquiat, Sylvie Fleury, David Shrigley, Annie Leibovitz, Hung Tung Lu, Dan Wolgers, Linn Fernström, Spike Jonze, Swedish House Mafia and Icona Pop. The collection is housed in Sweden.
   The limited edition has the blessing of the Andy Warhol Foundation, which it will benefit. Michael Hermann, its licensing director, said in a release, ‘The Foundation is delighted to celebrate the launch of the Andy Warhol Edition, with a portion of the proceeds going towards the Foundation’s endowment supporting contemporary visual arts. While Warhol’s profound influence is uncontained we applaud Absolut for bottling his creativity.’
   ‘With this limited edition, we raise our glasses to honour the partnership between Absolut and Andy Warhol—a collaboration that kick-started Absolut’s long-standing commitment to art and creativity,’ said Kathryn Love, marketing manager for Absolut in New Zealand.
   Absolut has launched an online campaign where visitors can re-create the painting using their own coloured image, at www.facebook.com/absolutnewzealand, before November 28. One of five Absolut by Warhol prints are up for grabs via the website.

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November 21, 2014

News in brief: Kendall Jenner chooses District; you choose for Charlie’s; Alejandra Alonso models Carrera y Carrera

Lucire staff/3.44

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District notes that Kendall Jenner, the new face of Estée Lauder, wears a top from its range. The blush pink top retails for US$108. Blake Lively had also recently chosen District for a photo shoot for her new website, Preserve.


   Charlie’s wants New Zealand customers to try their Straight Up cola, and decide whether it should become a permanent part of its range. Kiwis are invited to post their feedback with a thumbs-up or thumbs-down selfie, or simply write a few words, at Charlie’s Facebook or Instagram, using the hashtag #straightupcola.
   Finally, Carrera y Carrera, the Spanish jewellery brand, has launched new visuals with model Alejandra Alonso as its new face. The campaign has been conceived by MAFIA, and features items from Carrera y Carrera’s new Seda Imperial range, as well as from Círculos de Fuego, Bambú and Ruedo. It will break in publications internationally this month.






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November 16, 2014

Kendall Jenner signed as Estée Lauder’s new face: social media consumers among targets

Lucire staff/11.45

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Courtesy Estée Lauder

Estée Lauder has signed model Kendall Jenner for digital, TV, print advertising and social media campaigns.
   The company sees Jenner’s personal social media following as an asset, able to bridge them with fashion and entertainment, while targeting younger consumers.
   She has 30 million fans across Instagram, Twitter and Facebook, and is believed to be the most socially connected model.
   Estée Lauder global brand president Jane Hertzmark Hudis calls Jenner ‘the ultimate Instagirl. We are excited to leverage her image, voice, energy and extraordinary social media power to introduce Estée Lauder to millions of young women around the world.’
   Jenner says she had known since Paris Fashion Week, but had to keep the news under wraps.
   ‘It honestly feels like a dream to represent such an iconic beauty brand: it is an incredible honour and quite humbling,’ she says.
   She also features in a 13 pp. editorial shot by Patrick Demarchelier in the December 2014 issue of Vogue.
   Jenner had first walked in Marc Jacobs’ fall 2014 show, then at the Chanel haute couture show, followed by an advertising campaign for Givenchy for autumn–winter 2014. She has since walked for Balmain, Dolce & Gabbana and Fendi. She has worked with photographers such as Demarchelier, Mert & Marcus, Mario Sorrenti and Mikael Janssen, and has appeared in Love, Vogue Paris, W, and Interview.
   She follows in the footsteps of luminaries including Willow Bay, Paulina Porizkova, Elizabeth Hurley, Gwyneth Paltrow, Liu Wen, and Julia Roberts.

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November 10, 2014

Nanette Lepore for Origins launches limited-edition holiday collection in NYC

Lucire staff/13.08

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This past Wednesday I attended the Nanette Lepore for Origins launch of their limited holiday collection at Lepore’s showroom in New York City. This collection was inspired by Lepore’s travels, from Morocco to India to Venezia, and coincides perfectly with Origins’ earth-sourced approach to beauty.
   Nanette’s showroom was the perfect place for the event, showcasing her line’s æsthetic alongside cult-classic products from Origins such as the Clear Improvement charcoal mask and the Ginger Soufflé body cream. I was also introduced to products from the hair line, Ojon, such as the Rare Blend Tamer, a flyaway fixing hair mascara perfect to keep in your purse for humid nights. All the products went into the Nanette Lepore-designed make-up bag that is also great for transitioning your look from day to night as a clutch. The print is colourful and clearly travel-inspired and made of 100 per cent recycled cotton.
   Along with all the products, there was a photo booth and a product styling photo op where you can style the contents of your bag with your own items and supplied common purse items. I added my NYC Metro card, headphones, compass, and lip balm to the Origins and Ojon items I received and the assortment of items they had to choose from. I’m quite proud of my first product styling experience and would love to see other Lucire readers style a #WhatsInMyBag photo. Let me know if you do and tag @Lucire (on Twitter and Instagram). I can’t wait to see what you create!—Jamie Dorman, New York Beauty Editor

Availability: Origins retail stores and Origins.com
Price: Exclusive limited edition cosmetic bag plus a travel size Drink Up hydrating lip balm with any US$65 purchase



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