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April 16, 2015

News in brief: Christina Perriam returns to ID; Preciosa, Johny Dar collaborate; Nana Judy’s pre-Coachella do

Lucire staff/14.26

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Camilla Rutherford

Perriam, the luxury merino label from Christina Perriam, will show at ID Dunedin Fashion Week next week. The event begins on April 18 and runs to April 26. The last time she showed was under the Christina Perriam label in 2002.
   Her autumn–winter 2015 collection is structured and edgy, using New Zealand-sourced merino wool mixed with other fabrics and textiles, including merino leather. ‘It’s an amazing texture that you simply don’t find in deer pelts. When you look at a merino sheep, their skin is so wrinkly and that’s why the texture of the leather is really interesting,’ says Perriam.
   Preciosa, the Czech crystal brand HQed in the famed town of Jablonec nad Nisou, has collaborated with Ohio-born designer Johny Dar, known for his extravagant art, on a work called The Queen of Pearls. The sculpture features Preciosa crystals and took Dar 300 hours to complete. The company says it has been valued at €927,000.
   Finally, we learn that one of the “pre-parties” for Coachella, on April 9, was hosted by Australian streetwear label Nana Judy, partnering with One Oak nightclub, Tinder, and Up and Down, at the Château at Lake La Quinta. Celebrity names attending included Joe Jonas, Leonardo DiCaprio, Josh Henderson, Kendall Jenner, skateboarder Corbin Harris and model–blogger Mimi Elashiry.











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April 7, 2015

Dove encourages women to see themselves as beautiful with new campaign; summit session announced

Lucire staff/21.08

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Dove wants to change the way women think about themselves with its new campaign, called Choose Beautiful. According to its 2010 research, 96 per cent of women do not choose the word beautiful to describe how they look. Its new five-minute film, shot in San Francisco, Shanghai, New Delhi, London and São Paulo, encourages women to choose beautiful to describe themselves, to radiate their inner confidence and become happier.
   The film shows a building with two doorways: ‘Average’ and ‘Beautiful’. Those who chose the latter reported that they felt better, having made a statement publicly about how they viewed themselves.
   It ties in with Dove’s #SpeakBeautiful campaign to encourage women to understand how words impact on self-esteem and confidence.
   Dove will partner with Women in the World this year, a summit that brings together inspirational female leaders to discuss women’s issues. This year’s summit in New York, on April 22–4 at the David H. Koch Theater, includes Meryl Streep, Helen Mirren, Freida Pinto, Thandie Newton, Ashley Judd, former senator Hillary Rodham Clinton, Diane von Furstenberg, Barbra Streisand, Christiane Amanpour, Obiageli Ezekwesili (Bring Back Our Girls), author Elif Shafak, North Korean human rights’ activist Yeonmi Park, Sen. Kirsten Gillibrand, Zainab Salbi and others. Dove will host a session on the 24th, ‘The Beautiful Brain’, discussing beauty and choice with Newton, Dr Stacie Grossman Bloom, Assistant Professor, Department of Neuroscience and Physiology at the NYU Langone Medical Center, and Dr Rénée Engeln, Professor of Psychology, Northwestern University.
   The five-minute film is shown below, and Dove has set up a site on Tumblr.

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April 6, 2015

Lane Bryant redefines sexy with new campaign, shot by Cass Bird, styled by Kiwi Kat Neale

Lucire staff/17.23

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Cass Bird

Perhaps as a tongue-in-cheek reference to Victoria’s Secret, Lane Bryant, the US retailer specializing in fashion for women sizes 14 to 28, has released a campaign called I’m No Angel (with the associated hashtag, #ImNoAngel).
   Lane Bryant’s concept is to turn the old concept of what sexy is around, with the core message that all women are sexy.
   The campaign, which breaks in the US today (Easter Monday), features a series of TVCs and photographs by Cass Bird, with models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, wearing Lane Bryant’s Cacique lingerie. New Zealander Kathryn Neale styled the campaign. It will appear at point of sale, Lane Bryant’s website, social media, billboards and on public transportation in the US.
   Social media users are invited to submit their own selfies to showcase their own idea of sexy, hashtagging #ImNoAngel, with the distinctive addition of writing the hashtag on a mirror.
   ‘Our #ImNoAngel campaign is designed to empower all women to love every part of herself,’ said Lane Bryant CEO and president Linda Heasley. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way,” said Lane Bryant CEO and President, Linda Heasley.

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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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