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June 17, 2016

Sponsored video: Chris Fonseca breaks barriers, with Smirnoff Ice Electric

Lucire staff/14.12



Via Chris Fonseca, on Instagram

We love ideas that challenge convention (otherwise this title wouldn’t exist), and Chris Fonseca’s work does just that.
   He’s a dancer, choreographer and dance instructor who happens to be profoundly deaf after suffering meningitis as a child. But that didn’t stop Fonseca from developing a love of dance, and it’s that love that the Smirnoff Ice Electric Flavors range taps into with its latest campaign.
   This hasn’t been created cynically for marketing Smirnoff—Fonseca has been teaching in South London, where both deaf and hearing people go to learn how to dance. He has, however, taken the idea across the Atlantic thanks to Smirnoff, and you can see his New York class for yourself on social media (check out Fonseca’s Instagram at instagram.com/cfofficial for more). Among those at one New York class were Jeremy Strong, a choreographer for Jason DeRulo, and C. J. Salvador, a dancer for Justin Bieber, notes Vibe, which attended in May.
   Fonseca’s absolutely right: there’s no reason a deaf person cannot be great at dancing, and he gets his students to count the beat through vibrations, especially the bass. He further incorporates the lyrics of the song into his dance. His aim is to break barriers, and to make sure that that deaf people can do whatever they wish. ‘[Being deaf] does not stop me from making everyday achievements,’ he told the BBC.
   â€˜I always say to those young people not feeling body-positive to keep going, like everyday barriers, challenges, keep going: you don’t know how close you are to making a breakthrough. Keep believing anything is possible. Your time is coming soon.
   â€˜My motto is: dreams don’t work unless you work. Dreaming, believing, and achieving.’
   A very telling image on his Instagram shows Fonseca leading his class and on the mirror are the words, ‘How do you know if you don’t try?’, a term that he has hashtagged as well. Smirnoff, meanwhile, has taken more polished shots for its Ice Electric campaign, promoting its non-carbonated, plastic-bottled line—their idea is that you can take your Smirnoff drinks on to the dance floor more readily than when it was bottled in glass.
   His teaching has reached the media, including a cover story for the British Deaf News, which he hashtagged as his proudest moment.


Post sponsored by Smirnoff

June 16, 2016

Gigi Hadid fronts Stuart Weitzman’s autumn 2016 campaign, shot by Mario Testino

Lucire staff/12.27



Mario Testino

Gigi Hadid is really getting noticed this year, starring in a campaign for Stuart Weitzman launching for autumn 2016.
   Shot by Mario Testino, the black-and-white campaign is, like the spring 2016 one, minimalist—but this time, Hadid is not accompanied by fellow models Joan Smalls and Lily Aldridge.
   The campaign, according to the company, is meant to channel ‘strength and motion’ and Testino was chosen to give the campaign an editorial feel.
   It has been inspired by Hadid’s work-out regimen and shows Hadid boxing and jumping.
   The campaign launches in the US, Italy, France, the UK, the UAE, Germany, Spain, and through Asia. Outdoor advertising will run in LA, New York, Milano, Paris and Hong Kong. Additional video will appear at the Stuart Weitzman website and at its boutiques.

May 5, 2016

Margot Robbie to model in Deep Euphoria Calvin Klein fragrance campaign

Lucire staff/14.03


Neil Rasmus/BFA

Australian actress Margot Robbie is the new face of Calvin Klein’s latest women’s fragrance, Deep Euphoria Calvin Klein.
   The Coty fragrance will début in August, with Robbie appearing in print and on TV. It builds on the goodwill of the existing Calvin Klein Euphoria fragrance.
   â€˜Ms Robbie perfectly embodies the modern femininity of the empowered deep euphoria woman that we believe will resonate with women around the world,’ said Vincent Brun, senior vice-president of global marketing for Calvin Klein Fragrances at Coty Inc.
   â€˜We are thrilled to work with Ms Robbie on this exciting addition to the Calvin Klein Fragrances portfolio,’ said Melisa Goldie, chief marketing officer for Calvin Klein, Inc. ‘Her beauty and talent is an expression of the incredible legacy of women who have been captured in Calvin Klein campaigns over the years.’
   Robbie first came to prominence with her role in Martin Scorsese’s The Wolf of Wall Street, opposite Leonardo DiCaprio, and had the female lead in Focus, opposite Will Smith. She also appeared briefly in The Big Short, based on the Michael J. Lewis book. She will appear this summer as Jane Porter in The Legend of Tarzan opposite Alexander SkarsgÃ¥rd, and as Harley Quinn in Suicide Squad, which reunites her with Smith, and which also stars Jared Leto.
   She follows in the footsteps of Kate Moss, Scarlett Johansson, Christy Turlington, Natalia Vodianova, Rooney Mara, Diane Krüger and Doutzen Kroes.

Ashley Graham, Amanda Bingson and others lead Swimsuitsforall campaign encouraging body positivity

Lucire staff/13.40


Russell James

Online retailer Swimsuitsforall, which specializes in superior, well fitting swimwear for curvy women, has launched its summer campaign, hashtagged #MySwimBody.
   Modelled by Sports Illustrated 2016 Swimsuit Issue cover girl Ashley Graham, activist and model Philomena Kwao, 56-year-old silver fox Nicola Griffin, photographer and mother Jessica Lavoie, and professional athlete and Olympian Amanda Bingson, the campaign kicks off with a video, designed to make women feel empowered, removing the dread many feel when shopping for swimwear.
   Swimsuitsforall wants to encourage women to share a photo of themselves on social media with the #MySwimBody hashtag, proudly showing off their curves, challenge a friend to do the same—with the aim of having 10,000 women take up the cause, regardless of their shape, age or size.
   Graham said in a release, ‘I love bikini season, and I hope the #MySwimBody movement helps every woman feel confident and sexy this summer. I’ll be sharing selfies of my swim body all season long and hope that women across the country feel inspired to do the same.
   â€˜Beauty is beyond size, and we are calling on women everywhere to embrace their curves, especially at the beach or by the pool.’
   â€˜This is the summer of #MySwimBody, when we are encouraging all women to let go of their inhibitions and lose the cover up at the beach,’ said Moshe Laniado, CEO and president of Swimsuitsforall. ‘Swimsuitsforall celebrates all different body types and we’re so proud to once again be leading a movement that inspires women everywhere to feel confident and comfortable in a swimsuit this summer.’

April 14, 2016

Gwyneth Paltrow stars in Tous’s fourth instalment of Tender Stories, promoting its spring–summer jewellery

Lucire staff/4.16



Gwyneth Paltrow stars in the fourth instalment of Tous’s Tender Stories, promoting its spring–summer 2016 jewellery collection.
   The Spanish-headquarted firm alerted non-Spanish media to the new film earlier this week, although it had been uploaded to YouTube the week before.
   The film has been created by SCPF, the Spanish creative agency.
   Paltrow, playing Alice, starts each day and hears a male voice, but he is not seen with her. Is she hearing a spirit? Is it her conscience talking to her?
   Without spoiling the ending, this latest instalment in Tous’s Tender Stories campaign is about how distance can be bridged when a loved one is far away.
   It does leave us with a few questions—watch the video to find out.
   Víctor Carrey of Puente Aéreo Films produced the film, as with earlier entries in the campaign.

Sponsored video: Lynx encourages men to find their magic

Lucire staff/3.30

A Lucire special promotion






Lynx (and Axe, depending on where you’re reading this) had used ‘The Lynx effect’ tagline for years, a marketing strategy that was right for an earlier lad culture. But as Lynx launches a more sophisticated range of grooming products for men, and as the ideas of masculinity shift in society, it’s time to rethink the brand.
   Enter ‘Find your magic,’ Unilever’s new, 2010s take on Lynx. And it’s finally very refreshing—as refreshing as you expect the products themselves to be.
   Research showed that women find men more appealing when they are being themselves, and the new campaign encourages all men to build on the assets they have, rather than conform to some stereotype. Ad agency 72andSunny Amsterdam came up with the new film that you see below, and it has been going global over the last few months.
   With only 15 per cent of men thinking themselves as attractive, the spot’s first scene strikes a chord. It refutes the chiselled, six-pack hunk—an image that has strangely become the norm for one era, but in the 2010s, you’d be questioning: would you really want to look like your day has been spent as Conan the Barbarian? Instead, the spot looks at other attributes that men might have, such as dress sense, intellect, courage, and etiquette.
   As the number-one men’s fragrance brand in the world, the company can’t afford to be negative, and it wants to hold on to that position. As well as giving Lynx a fresh, new positioning for 2016, there are three lines débuting as part of the Lynx Advanced Collection, a premium grooming range.
   Adrenaline energizes your senses, Urban gives you the edge to take on your day in the city, and Signature is a sophisticated line that helps you look and feel sharp.
   Lynx has also released other grooming tips on YouTube, supporting the new lines, and it looks set to retain its position as the top choice for men globally.


Post sponsored by Lynx

Filed under: beauty, culture, Lucire, trend
January 11, 2016

Derek Zoolander promotes Fiat 500X in advance of Zoolander 2

Lucire staff/3.46



Ben Stiller’s Derek Zoolander alter ego, returning to cinemas on February 12 in Zoolander 2, 15 years after the original, advertises the Fiat 500X crossover in a TV campaign that broke during the Golden Globes’ telecast yesterday.
   While the first spots were 60 seconds, 30-second spots break today on US television. The campaign will also reach digital and social media.
   The campaign has been directed by Jeff Mann, who executive-produces Zoolander 2. Background music is Frankie Goes to Hollywood’s ‘Relax (Don’t Do It)’, and Zoolander adopts his ‘Blue Steel’ pose when he sets off a traffic camera. The campaign was created in partnership with Trailer Park.
   The Fiat 500X is Fiat Chrysler’s latest entry in the 500 family, which was revived in 2007. Built on the larger Fiat Punto platform, the 500X is, for the North American market, an all-wheel-drive crossover that adopts the retromodern looks of the 500 supermini, which in turn paid tribute to the 1957, rear-engined nuova 500. Other markets receive a front-wheel-drive 500X model.
   â€˜Joining forces with Paramount Pictures and Zoolander No. 2 allows us to align the Fiat 500X with a pop culture moment through one of this year’s most anticipated films,’ said Olivier François, chief marketing officer and Fiat’s global brand head.
   â€˜We are thrilled for Derek Zoolander fans around the world to finally see the result of our year-long collaboration with the Fiat team on a campaign so perfectly in sync with his character,’ commented LeeAnne Stables, president of Worldwide Marketing Partnerships at Paramount Pictures. ‘These Fiat spots are a hilarious reminder of the fun that audiences will have when the movie releases next month.’
   Last March, Stiller as Zoolander and Owen Wilson, in his Zoolander role as Hansel, walked the Valentino runway during the autumn–winter 2015–16 collections in Paris.
   Zoolander 2 is directed by Stiller, and sees the return of Wilson. Will Ferrell, Penélope Cruz, Kristen Wiig, Fred Armisen, Milla Jovovich, Christine Taylor, Justin Theroux and Kyle Mooney also star. The film is written by Theroux, Stiller, Nick Stoller and John Hamburg. Stiller, Stuart Cornfeld, Scott Rudin and Clayton Townsend produce.

January 4, 2016

Karlie Kloss to model Topshop’s spring–summer 2016 campaign

Lucire staff/9.00




Tyrone Lebon

Karlie Kloss, who has endorsed brands as diverse as Lindex and Victoria’s Secret, will helm the Topshop spring–summer 2016 campaign, which launches globally today.
   The campaign sees Karlie model the spring–summer collection in images shot in New York by London-based photographer Tyrone Lebon, styled by Topshop creative director Kate Phelan.
   Phelan noted in a release, ‘It is thrilling to have Karlie back, eight years after her first modelling job and first Topshop campaign alongside Jourdan Dunn. She is the ultimate Topshop girl and modern super—a world-renowned fashion figure, businesswoman, entrepreneur and philanthropist who will resonate with our global customers through her many talents, ambitions and passions.’
   Among the Chicago-born, St Louis-based model’s ventures are Karlie’s Kookies, a range of gluten-free cookies launched with chef Christina Tosi, with some proceeds to underprivileged children and young American fashion designers, and Kode with Karlie, which funds 21 girls from 11 US states to take full-time software engineering courses.
   Kloss has also modelled on 34 Vogue covers and campaigns for Dior and Marc Jacobs.
   On her first Topshop campaign, Kloss recalled, ‘One of my first modelling jobs was my Topshop campaign eight years ago. My grandmother brought me over from St Louis. I was young and shy and super nervous to be on set of Topshop. Luckily I was shooting with Jourdan Dunn and we became overnight best friends. I think she had me in stitches the whole time we were shooting.’














Tyrone Lebon

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