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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 C√≠rculos de Fuego, Bamb√ļ and Ruedo. It will break in publications internationally this month.






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Sponsored video: Christmas is a different world at Very.co.uk

Lucire staff/2.34

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A Lucire special promotion


It’s nearly Christmas, and as much as we might want to delay thinking about shopping for the season, Very.co.uk is in full force with its new commercial starring its brand ambassador, Fearne Cotton.
   Cotton, who is very recognizable in the UK for her hosting duties on everything from Top of the Pops to the Red Nose Day telethons, has a fashion and homeware range with Very.co.uk, while across the Irish Sea, she launched a dress range with Littlewoods Ireland.
   The new commercial, part of a campaign called ‚ÄėVery Xmas‚Äô, sees Cotton and model friends come to life out of the pages of a fashion magazine, interestingly called Style. (While a fictional title in this context, we‚Äôre sure readers can think of some real ones that have had that name over the years.)
   However, unlike other ‚Äúbringing to life‚ÄĚ scenarios in film and television, Cotton and co. stay in a miniature size, 12 cm (5 in) tall, interacting with various products that you can find at Very.co.uk, from furniture, table dressings and decorations to electrical appliances, beauty products, toys and fashion. The idea is that Christmas isn‚Äôt just a special time of the year, but a different world altogether.
   Cheekily, the Very.co.uk team has even put together a ‚Äúbehind-the-scenes‚ÄĚ video that doesn‚Äôt give the game away: the conceit there is that Cotton and her friends really have been shrunk to miniature, √† la The Secret Service or Fantastic Voyage. Of course, the visual effects have been accomplished by green screen and other visual effects, produced by MPC.
   The commercial has been directed by Pontus Lowenheilm of Traktor, a collective known for blending humour and reality, making it particularly sought after in the advertising business. The campaign has cost Very.co.uk a cool ¬£6¬∑5 million, with the target of maintaining its substantial growth from last year.
   ‚ÄėVery Xmas‚Äô is running across all media and is Very.co.uk‚Äôs biggest ever fully integrated campaign.


Post sponsored by Very.co.uk

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Filed under: celebrity, fashion, London
October 15, 2014

Out now: Chanel releases new No. 5 campaign with Gis√®le B√ľndchen, directed by Baz Luhrmann

Lucire staff/4.59

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After teasers this week, Chanel has now premi√®red its new No. 5 campaign, The One That I Want, starring supermodel Gis√®le B√ľndchen, and written and directed by Baz Luhrmann. Academy Award winner Catherine Martin oversaw the production design.
   Luhrmann directed the 2004 campaign for Chanel No. 5 with Nicole Kidman.
   In the last 10 years, Luhrmann says that the focus has changed. With the Kidman campaign, he says it was about a woman breaking free, then return to reality. Today, B√ľndchen plays a woman who listens to her heart, free to make her own choices.
   ‚ÄėThe Chanel woman can be with herself on a beach, can be with her child, can have an aspirational and fulfilling work life, and at the same time she can have a true relationship; she can have romance. And in the end, the Chanel woman chooses love,’ says Luhrmann.
   Earlier, the director explained why B√ľndchen was the perfect casting: ‚ÄėShe can be on the beach one moment and incredibly athletic. She has children. She has a very, very significant relationship. And yet, she has a career where she can create aspirational, sensual, incredibly glamorous imagery, and somehow, what‚Äôs most important to her, ‚Ķ is love, to really be fulfilled. And I think that‚Äôs what we try to convey in this little film.‚Äô
   Chanel says the new film, which is 3 minutes 23 seconds‚ÄĒand cut to 30- and 60-second versions, ‘tells the story of a woman who struggles to find space for everything‚ÄĒherself, family, career, and love.’
   The film itself is emblematic of Luhrmann’s earlier work: glamorous, romantic, with mixed historical eras and music playing a huge role.
   Chanel has also released behind-the-scenes videos, including one on the costume design and another on the locations (including Fiji, Montauk, the Queensboro Bridge, and Manhattan), as well as interviews with Luhrmann and B√ľndchen.
   Other Chanel No. 5 campaign directors have included Ridley Scott, Luc Besson, Kathryn Bigelow, Jean-Pierre Jeunet, and Martin Scorsese.
   The accompanying music is Lo-Fang‚Äôs cover of ‚ÄėYou‚Äôre the One That I Want‚Äô, composed by John Farrar.

The making-of

Baz Luhrmann

Locations

Costume design

Song

The fragrance

Interview with Gis√®le B√ľndchen




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October 14, 2014

Baz Luhrmann explains Gis√®le B√ľndchen’s Chanel No. 5 casting as more images released

Lucire staff/9.58

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Hugh Stewart

Chanel has teased with more imagery for its upcoming No. 5 campaign with Gis√®le B√ľndchen, written and directed by The Great Gatsby (2013) director Baz Luhrmann, with production design by Academy Award winner Catherine Martin.
   The new images show the supermodel in two more outfits in addition to her surfing one shown yesterday.
   In one, again shot by Hugh Stewart, B√ľndchen is wearing a silver lam√© fringed organza dress from the Chanel haute couture spring‚Äďsummer 2014 collection, with mauve suede sneakers, Plume de Chanel earrings in 18 ct white gold and diamonds, and a Plume de Chanel ring in 18 ct white gold and diamonds. Make-up uses a similar palette, with le Blanc de Chanel, Perfection Lumi√®re Velvet and Les Beiges foundation; Cr√®me de Chanel in R√©v√©lation for the blush; les 4 Ombres eyeshadow in Tiss√© Rivoli; Ecriture de Chanel eyeliner in black; Stylo Yeux Waterproof pencil in Noir Intense and the Kh√īl pencil in Clair; Rouge Allure lipstick in Ind√©cise; le Crayon L√®vres in Mordor√© Nude to define the lips; le Vernis for the nails, in Ballerina.
   B√ľndchen’s second outfit sees her wear a black double silk‚Äďcr√™pe dress with silver embroidery from the cruise 2014‚Äď15 collection, with black satin sandals from the spring‚Äďsummer 2014 collection. She wears a Chanel necklace in 18 ct white gold and diamonds, and earrings in 18 ct white gold and diamonds.
   B√ľndchen’s choice, according to Luhrmann in the latest behind-the-scenes video, can be summed up with her multi-faceted nature. ‘She can be on the beach one moment and incredibly athletic. She has children. She has a very, very significant relationship. And yet, she has a career where she can create aspirational, sensual, incredibly glamorous imagery, and somehow, what’s most important to her, ‚Ķ is love, to really be fulfilled. And I think that’s what we try to convey in this little film.’
   He says that she has ‘a new world sensibility. I think that’s both fresh but very true to Coco Chanel. Coco brought the new era to the old world. She was the one who smashed the convention. She was the one who just hung out and was friends with the avant-garde. She was 100 per cent behind the new, 100 per cent behind possibility, and 100 per cent, in her DNA, a self-empowered woman. Gis√®le felt honoured, I felt, to be identified as the No. 5 woman. She has continued to evolve as a woman.’
   B√ľndchen follows in the footsteps of Marilyn Monroe, Catherine Deneuve, Carole Bouquet, Nicole Kidman, Audrey Tautou, and even Brad Pitt. Luhrmann, meanwhile joins Ridley Scott, Luc Besson, and Jean-Pierre Jeunet as Chanel No. 5 directors.
   Patrick Demarchelier shot the final stills of the campaign.
   Says Chanel, ‘In this new chapter, the story of No. 5 is told in a way that goes beyond the fragrance itself. Ten years ago, No. 5 was the fragrance of a woman who decided to break free from it all and then return to reality, renouncing her desire. Today, through Luhrmann‚Äôs eyes, we see the No. 5 woman deciding to listen to her heart. She is a woman who knows exactly who she is, and is free to make her own choices and listen to her desires. The film tells the story of the modern woman who struggles to make time for everything‚ÄĒherself, family, career, and love.’
   The accompanying music is Lo-Fang‚Äôs cover of ‘You‚Äôre the One That I Want’. The film itself, to be released on October 15, has no words or dialogue.


Patrick Demarchelier











Hugh Stewart

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October 13, 2014

OfÔ¨Ācial pics: getting Gis√®le B√ľndchen’s Chanel No. 5 look as her next campaign is teased

Lucire staff/23.16

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See even more pics here, and why Baz Luhrmann thinks Gis√®le B√ľndchen is the modern embodiment of what Gabrielle Chanel stood for



Hugh Stewart

Chanel has teased its new campaign, dubbed ‘The One That I Want’, featuring Gis√®le B√ľndchen.
   The company has released two images and a 15-second video for the next push of its iconic Chanel No. 5 fragrance. Director Baz Luhrmann helmed the spot, which shows B√ľndchen surfing, and leaning up against a large number 5.
   B√ľndchen herself had released a shot of her holding a Chanel logo surfboard on her Instagram on October 7, and a second image from the campaign on October 11.
   Hugh Stewart shot the latest images of B√ľndchen, who, naturally, wears Chanel make-up, including le Blanc de Chanel and Perfection Lumi√®re Velvet foundation in beige, Cr√®me de Chanel blush in R√©v√©lation, les 4 Ombres eyeshadow in Tiss√© Mademoiselle, Le Volume mascara in black, and Rouge Coco lipstick in Mademoiselle. She wears a pink and black neoprene bikini top and a long-sleeved black and pink neoprene wetsuit especially made by Karl Lagerfeld for Chanel. The wetsuit sports the iconic 5 on the back.
   The supermodel follows on from other celebrities including Catherine Deneuve, Nicole Kidman, Audrey Tautou, Keira Knightley and perhaps most unusually, Brad Pitt.
   The campaign breaks on October 15, two years to the day after Pitt’s campaign broke. The hashtag #TheOneThatIWant will be used in social media.



Via Instagram

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August 28, 2014

Sponsored video: how to make it with a cowboy, with Sauza

Lucire staff/23.48

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A Lucire special promotion

Plenty of brands tap in to the spirit of the US cowboy, most notably the Marlboro Man. The imagery is enviable: the romantic notion of freedom, the wide open spaces, and a carefree nature that is a welcome break from the stresses of urban life.
   You don‚Äôt necessarily expect a Mexican tequila brand like Sauza to tap into the same spirit, since its heritage is found in the dons of M√©xico. Don Cenobio Sauza made tequila‚ÄĒhe was the first to give it the name‚ÄĒat la Perservancia in 1873. However, the US connection does date from the 19th century when Don Cenobio exported the drink north of the border. For three generations, the dons were still making Sauza.
   While Sauza did not originate in the United States, the brand certainly has a long connection with the country. Now owned by Suntory of Japan, which has usually preserved the national origins of each brand, Sauza has expanded from its tequila roots to a new line of sparkling margaritas.
   Its latest spot is introduced by an American cowboy, targeting women who want the feeling of the great outdoors in a drink. He pledges to bring the Sauza sparkling margaritas‚ÄĒa drink whose fizz conveys the calming, refreshing sense of a countryside river.
   It‚Äôs a subtle sell with a rugged, Caucasian American male‚ÄĒand being a southern gentleman with a ten-gallon hat is a step up from another soda brand whose delivery man takes off his shirt in front of an office block.
   The website, meanwhile, has the cowboy making margaritas, but with a twist, as well as crafts, all involving Sauza‚Äôs latest addition. You will need to sign in to YouTube to watch them, but they take you right to the heart of the campaign for that perfect, sophisticated ladies‚Äô night.


Post sponsored by Sauza

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Filed under: living, TV
August 6, 2014

Advertorial and editorial: at Lucire, you can always tell the difference

Jack Yan/4.40

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John Oliver is absolutely right in a recent piece on Last Week Tonight: websites have to pay the bills, and it can get very tricky when the pay isn‚Äôt great. We‚Äôve seen other titles run advertorials and mark them very, very subtly, something which we don’t do ourselves. We make it obvious.
   Throughout our history, advertorial has been marked ‚ÄėA Lucire special promotion,‚Äô in print and online. There have been rare exceptions in print, but the last time that happened was five years ago. In fact, in some cases on this website, we‚Äôll even make it very clear in the headline (‚ÄėSponsored video‚Äô), in the first line (‚ÄėA Lucire special promotion‚Äô) and in the footer (‚ÄėPost sponsored by ‚Ķ‚Äô). So there is no doubt when a story is being paid for. Instead of burying when advertorial is running, we’ve progressively made it more obvious over the years.
   Interestingly, our advertorial for L‚ÄôOr√©al Paris last week was popular with readers, and our Chocolate Heaven story was viewed a lot on social media, even more than some recent regular articles, so we know some readers enjoy the odd piece. In some cases, we don‚Äôt even share our advertorials on social media unless the client specifically asks us to.
   We believe that our readers are smart‚ÄĒhowever, we don‚Äôt believe we gain loyalty by fooling you. If you don’t want to read an advertorial, you have the option not to click on it when you see it linked‚ÄĒbecause it’s clear when it is paid for.
   We aim to be careful with readers with these ads‚ÄĒyou‚Äôll never be confused when there‚Äôs advertorial, and in 17 years it‚Äôs always been very clear online, to the point where it is now our policy on- and offline.‚ÄĒJack Yan, Publisher

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Filed under: Lucire, publishing, TV
July 4, 2014

Clémence Poésy launches Chloé Love Story at Paris rooftop party

Lucire staff/11.56

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Top Clare Waight Keller, Mélanie Laurent and Clémence Poésy. Above Clémence Poésy.

Coty Prestige has launched its latest fragrance, Chlo√© Love Story, at a rooftop cocktail party on Wednesday at the l’Institut du Monde Arabe, Paris, with actress Cl√©mence Po√©sy the centre of attention as the fragrance’s muse.
   Po√©sy was joined by guests including Rachida Brakni, Maria Jos√©e Croze, G√©raldine Pailhas, M√©lanie Thierry, Karin Viard, Anne Marivin, Hafsia Herzi, Jos√©phine Japy, Jeanne Damas, Jennifer Neyt, and Catherine Baba.
   Jean Mortier, president of Coty Prestige, and Geoffroy de la Bourdonnaye, CEO of Chlo√©, hosted the function, alongside Chlo√© creative director Clare Waight Keller, and M√©lanie Laurent, who directed the TV spot revealed last night.
   The spot features the song ‘Mi Amor’, performed by Vanessa Paradis.
   Christine and the Queens provided live music at the venue, which was decorated with a metallic structure, inspired by the fragrance’s packaging in the shape of a lock-shaped fla√ßon. DJ Nouvelle Vague followed.
   The lock motif has been inspired by the Pont des Arts in Paris, which is decorated with padlocks.
   The event tapped into old-fashioned motifs of Paris, with Citro√ęn 2CVs and a boat on the Seine serving as guest transport.
   The fragrance was developed by Anne Flipo, who had previously worked on Giorgio Armani Acqua di Gioia, Alexander McQueen MyQueen, Donna Karan Woman, and L‚ÄôHomme Yves Saint Laurent. It is her first scent for Coty.
   Chlo√© Love Story features orange blossom, neroli and jasmine stephanotis. It follows the signature Chlo√© fragrance, which is also fronted by Po√©sy in its marketing.
   The eau de parfum will retail from September.












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