Lucire: News


November 4, 2015

News in brief: Deadly Ponies’ Len Lye tribute collection; Net-a-Porter group launches All for You campaign

Lucire staff/12.04

Deadly Ponies will launch a capsule collection in honour of New Zealand-born artist Len Lye (1901–80) in November. Lye’s experimental films saw him scratch, paint and stencil directly on to film; he was also a gifted and well known sculptor. Working with the Len Lye Foundation and the New Zealand Film Archive, Deadly Ponies has re-created the energy from Lye’s work on to a series of bags, wallets and scarves. The launch commemorates the recent opening in July of the Len Lye Centre in New Plymouth, an initiative between the Foundation and the Govett–Brewster Gallery, which houses much of Lye’s work.
   Net-a-Porter and Mr Porter have launched a joint campaign for the holidays, showing how a package gets from origin to recipient, but with a fanciful twist, where models in chiffon gowns get garments from rails, paper butterflies become pocket squares, and each package gets a spritz of perfume. Released on November 3 and directed by Us, the British creative directors Christopher Barrett and Luke Taylor, the campaign emphasizes the two brands’ personalized service, hashtagged #AllforYou.
   Alison Loehnis, president of the Net-a-Porter Group said, ‘Our first joint campaign, All for You, highlights the year-round mission of our businesses: to deliver exceptional service and style to our customers around the globe, making Net-a-Porter and Mr Porter the ultimate online destinations for luxury gifting this holiday season.’

November 3, 2015

Burberry launches festive campaign with Sir Elton John, Rosie Huntington-Whiteley, Naomi Campbell, Michelle Dockery

Lucire staff/23.48

Dan Medhurst

Dave Benett

Burberry has launched a new promotion for Christmas that pays tribute to Billy Elliot, featuring Sir Elton John, Naomi Campbell, James Corden, Julie Walters (who starred in the original film), Romeo Beckham, Rosie Huntington-Whiteley, Michelle Dockery, James Bay, George Ezra and Toby Huntington-Whiteley.
   â€˜Billy Elliot is an incredible film full of so much joy and energy, so it was a real thrill and a great honour to be able to celebrate its 15-year anniversary through our festive campaign. It was also a huge privilege to work with such amazing and iconic British talent—the cast are quite simply some of the biggest names in film, music and fashion and it was so much fun working with them all to make this special film,’ said Burberry CEO Christopher Bailey. Bailey, as chief creative officer for the firm, also directed the three-minute promotion, which was shot at Park Royal Studios in London.
   The three-minute film, which features original footage from Billy Elliot and ‘Cosmic Dancer’ by T Rex, received its première at Burberry’s flagship store at 121 Regent Street before it was released online at 7 p.m. tonight. Sir Elton, Walters, Campbell, Rosie Huntington-Whiteley, Beckham and Bailey were among the VIPs present. It then launched on Burberry’s own website and various channels such as Instagram, YouTube, Facebook and Weibo till the end of the year.
   Mario Testino shot the related stills for the campaign featuring Campbell, Beckham, Rosie Huntington-Whiteley and James Bay.
   The release coincides with Burberry making its full festive gifts’ range, including its heritage trench coat and cashmere scarf, available both online and in stores. Its Book of Gifts also débuts today at its website.
   Burberry will also donate £500,000 to be split between two charities, Place2Be and the County Durham Community Foundation, which help the Easington community where Billy Elliot was set.

October 14, 2015

Nivea launches #standfirm campaign for its Q10 Firming Body Lotion: ageing shouldn’t mean invisibility

Lucire staff/13.49

Nivea has released a campaign for the Australian and New Zealand markets, promoting its Q10 Firming Body Lotion.
   Featuring lettering artist Georgia Hill and her mother, Judy, the video discusses how roles change. Mothers help their children find themselves when they are being brought up, and later in life, the video shows how children can return that sense of self-confidence to their mothers.
   Hill said, ‘My mum and I wanted to do this campaign because we both relate to it. I think it’s something you don’t realize until you are older yourself, but I’ve always had my mum there to help build my confidence in a way that is so consistent you almost forget how it shapes you—until you need to do the same for her in return.’
   The touching, matter-of-fact video reinforces a study from Nivea that polled 400 Australian mothers and daughters about ageing. Eighty-seven per cent of women feel ageism is a reality, with over 76 per cent believing it is more prevalent toward women, and over 70 per cent see Hollywood contributing to this culture.
   Sixty-eight per cent of women feel they are being made invisible by society as they age.
   Ninety-four per cent of women believe they should be more mindful of helping other women feel more visible, and 94 per cent, similarly, feel mothers need to be reminded of their worth.
   Nivea’s #standfirm campaign—very likely an intentional play on words—wants to highlight how women can share affirmations. ‘Getting older does not mean we are not getting more fabulous and wiser,’ noted media commentator Bianca Dye in a Nivea release. Nivea invites people to watch the video and to share it with their affirmations.

September 16, 2015

Naomie Harris, as Moneypenny, retrieves Sony’s Xperia Z5 in Spectre promotional tie-in

Lucire staff/2.50

Ever since Moneypenny was reimagined as a former field agent in the shape of Naomie Harris, one might have wondered if she would see action again in the world of James Bond. Thanks to Sony in its new spot for its Xperia cellphone, she has, in a 60-second film that sees her retrieve the Z5 model in London on Bond’s behalf, showing that she’s not fully content sitting behind the desk outside M’s office.
   Sony, whose products are often seen used by MI6 in the James Bond films–Sony’s own connection to MGM and Columbia Pictures, the studios through which the films are released, helps—has released its promotional tie-in to help fuel the buzz for Spectre, the 24th EON Productions James Bond film starring Daniel Craig, to be released on October 26 in the UK.
   Filmed in South Bank, the spot also shows off the Sony RX100 IV camera, which captures super slow-motion footage.
   Daniel Kleinman, who has created many of the James Bond titles as the successor to “gunbarrel” designer Maurice Binder, and whose own association with Bond dates back to 1989 when he designed the music video to the theme to Licence to Kill, directed the film, through Rattling Stick. In a release, Kleinman said, ‘The campaign film truly captures the excitement of the chase, being on a mission and taking the viewer on the journey, all set against an iconic London backdrop.’ Kleinman will design the titles for Spectre.
   Harris noted, ‘London provides the perfect setting for the campaign film. Ultimately, at the centre of Bond is Britishness, so it was really important that the ad was shot here. It is not your traditional commercial; it’s an action-packed mini-movie in itself.’
   Kazuo Hirai, President and CEO, Sony Corporation added, ‘Sony has been a proud partner of the iconic Bond films since Casino Royale [2006]. While both the Xperia Z5 and RX100 IV are action-packed and full of features, they are also real, everyday-life gadgets.’
   The Sony Xperia Z5 will be available globally from October.

August 26, 2015

Rafael Nadal launches new Tommy Hilfiger collections, with Chanel Iman, Lake Bell, Constance Jablonski, Hannah Davis

Lucire staff/10.36

Tennis star Rafael Nadal is the new spokesman for Tommy Hilfiger underwear, as well as a Tailored collection and the TH Bold fragrance. The announcement, with a reveal of the fall 2015 advertising campaign featuring Nadal and shot in his home town of Mallorca, was made at Bryant Park on Tuesday, August 25.
   Joining Nadal and Tommy and Dee Hilfiger were Jane Lynch (Glee), Lake Bell (First Day of Camp), Nat Wolff (Paper Towns), Martha Stewart, Chanel Iman, Constance Jablonski, Sports Illustrated Swimsuit Issue 2015 cover girl Hannah Davis, Noah Mills, Arthur Kulkov, Akin Akman, Mary Alice Stephenson, bloggers Bryanboy, Danielle Bernstein and Sazan Barzani, and Tommy Hilfiger CEO Daniel Greider.
   Some of the celebrities present, including Iman, Jablonski, Davis, Mills, Kulkov and Akman, engaged Nadal in a pop-up tennis tournament at Bryant Park. As each team scored a point in the competition, their opponents had to remove a piece of clothing, eventually revealing the Tommy Hilfiger’s men’s and women’s underwear designs. Lynch and Bell played hosts from the umpires’ seat. Nadal, the 14-time Grand Slam winner, won in three consecutive games.
   Barzani ran a live Periscope feed from the event, while comedian Nate Dern, collaborating with Funny or Die, will reveal a series of videos that take a different perspective of the red carpet Q&As.
   The new underwear designs feature new fits, fabrics and deetails. A new four-way stretch technology and premium fabrics promise comfort and durability, according to the company. The Tailored collection features what it calls ‘sharp silhouettes, modern tailoring and rich textures.’ The TH Bold fragrance for men is described as suiting a wearer who has ‘a competitive nature and effortless self-confidence.’
   â€˜Since I first established my brand 30 years ago, we’ve always brought a unique twist to our designs and our advertising. Today’s event continues our tradition of bold, surprising campaigns and iconic ambassadors that celebrate our brand spirit and resonate with our consumers globally,’ said Hilfiger.
   â€˜I love how this event brings together fashion and sport with Tommy’s signature twist—it was the perfect way to kick-off my partnership with Tommy Hilfiger,’ said Nadal.
   The hashtag for the event is #tommyxnadal.

Will Ragozzino/

August 19, 2015

Johnny Depp models Dior Sauvage men’s fragrance, with Australian and NZ release on August 24

Lucire staff/23.59

News that Johnny Depp is modelling Dior’s new men’s fragrance, Sauvage, has been making the rounds this month, and now the company has announced August 24 as its on-sale date for Australia and New Zealand.
   Unlike his colleague Brad Pitt, who was the rare male face for Chanel No. 5, Depp is targeting his message and good looks at other men—and was chosen to align with the fragrance’s positioning as powerful, fresh, masculine and confident.
   It is Depp’s first time fronting a fragrance campaign.
   The campaign film is directed by Jean-Baptiste Mondino, and expresses the idea of a man leaving the stress of urban life to the beauty of the wilderness and desert, and trusting in the road that takes him there. While there, he encounters a ‘surreal beast’.
   Ry Cooder, playing his slide guitar, provides the soundtrack, accompanied by native American drums.
   François Demachy, Dior’s perfumer, wanted a scent that matched the name, which means wild in French. However, he also had to inject a ‘noble quality’ to the fragrance.
   â€˜To create Sauvage, I used man as my starting point. A strong and unmistakable masculinity. Like the image of a man who transcends time and fashion,’ he said. ‘Sauvage immediately spoke to me. I had the idea of a clear direction, strong statements. It was a stone in the rough that I chiselled and shaped.’
   The scent brings together elemi, frankincense, Sichaun and pink peppers, geranium, vetiver, Vaucluse and Drôme lavender, and patchouli.
   Dior says the new Sauvage is not related to its earlier Eau Sauvage, and is more contemporary; Eau Sauvage, it says, is a ‘timeless classic’. It has a simple, elegant, and dense, dark bottle with a black lacquer cap.
   New Zealand prices are NZ$118 for 60 ml; NZ$165 for 100 ml; Australian customers will pay A$99 and A$140 respectively. Green Cross Health pharmacies, Farmers, Smith & Caughey, Kirkcaldie & Stains, Ballantynes and selected pharmacies will carry the new scent in New Zealand; Dior Perfume and Beauty Boutiques, David Jones, Myer and selected pharmacies will carry it in Australia. It is also available online to Australian customers at David Jones’s and Myer’s websites.

August 12, 2015

Norell New York launches, with Riley Keough fronting Michael Avedon-shot campaign

Lucire staff/15.13

Norell New York, named for the famed American fashion designer Norman Norell, will be hitting Bergdorf Goodman in New York and Neiman-Marcus throughout the US this month with a range headlined by a limited-edition parfum with a hand-crafted bottle by Baccarat priced at US$1,500.
   The 50 ml parfum is joined by a 100 ml eau de parfum at US$150, a 189 g body cream at US$95, and a 240 ml body oil at US$80.
   Riley Keough fronts the campaign, created by Parlux Fragrances with ad agency Lloyd & Co., and photographed by Michael Avedoon.
   The choices of Keough and Avedon—the grandchildren of Elvis Presley and Richard Avedon respectively—are meant to celebrate both the legacy of Norell and the next generation of American influencers, says the company.
   â€˜We wanted to unite Norell’s strong brand heritage with an elegance that is resolutely modern. Riley Keough and Michael Avedon … [are] both born from enduring legacies and both in command of unique talents for current times,’ said Doug Lloyd, founder and creative director for Lloyd & Co., in a release.
   The new floral fragrance has been created by IFF perfumer Céline Barel, with top notes of galbanum, bergamot, pear and mandarin, mid-notes of jasmine petals, peony, orchid and gardenia, and basenotes of the expensive orris butter, vetiver, sandalwood, vanilla and musk.
   Norell, whose career extended back to silent films, had dressed Marilyn Monroe, Jackie Kennedy and Lauren Bacall, and First Lady Michelle Obama donned a vintage dress of his design in 2010.

July 6, 2015

Soo Joo Park fronts Mimco’s Atomic Ranger campaign

Lucire staff/1.24

Christian Blanchard

Mimco has chosen 29-year-old model Soo Joo Park as the face of its latest campaign.
   The Australian accessories’ brand’s Atomic Ranger campaign was shot in Melbourne in May by Christian Blanchard, right after Park had appeared on the Chanel catwalk.
   Park, who has been gaining greater attention in the last few years, became a L’Oréal Paris ambassador earlier this year, the first Asian-American to be appointed to a global campaign for the French cosmetics’ giant. She has also represented Chanel and Tom Ford.
   With Mimco, she joins a diverse group of women, including Ajak Deng, Holly Rose Emery, Paris Roberts, Jessica Gomes and Alice Burdeu.
   Mimco managing and creative director Cathryn Wills noted in a release, ‘Mimco believes in women in all their individuality, their strength and their ability to lead, inspire, nurture and educate. Soo Joo Park was a perfect brand fit, who celebrates these values and traits.’

Christian Blanchard

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