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October 27, 2014

Ikea will move into fashion next, predicts Swedish author Stefan Engeseth

Lucire staff/10.50

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Swedish author and business thinker Stefan Engeseth predicts that Ikea’s next move will be into the world of fashion.
   Engeseth says that Ikea‚Äôs expertise lends itself easily to the world of apparel. ‚ÄėFashion is an expression of how to package and sell design,‚Äô he says.
   He believes that fashion is in a repetitive cycle, stuck in history and needing renewal.
   Ikea could offer both complete apparel items and composite parts that customers could assemble themselves, says Mr Engeseth. The parts could be ‚Äútailored‚ÄĚ at home in inventive ways without the need for complex sewing.
   ‚ÄėEmotionally, this connects people to how life was in the beginning,‚Äô he says. ‚ÄėCustomers can personalize and ‚Äúhack‚ÄĚ the designs.‚Äô
   Jack Yan, publisher of Lucire, and a branding expert in his own right, says Engeseth‚Äôs ideas have a great deal of merit.
   ‚ÄėThis taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanŇďuvring many existing fashion labels,‚Äô says Yan. ‚ÄėIkea has an international retail base and it has distribution down to a fine art.‚Äô
   For completed clothing, Engeseth says that Ikea could offer Unisex dressing, without the divisions of male and female, but as an ‚ÄėIkea member‚Äô.
   He sees Ikea clothing as being high-tech and low-cost, harder-wearing than the apparel found in mass-market retailers.
   ‚ÄėWe‚Äôre already seeing some shoppers go to outdoor and living stores to buy longer-lasting clothing. Ikea already sells reusable Kr 4 bags that are good and cheap; their clothes could be equally practical, as strong as work clothes,‚Äô he says.
   ‚ÄėYou could even extend this hard-wearing philosophy into wedding gowns‚ÄĒafter all, there are already some people opting to get married in Ikea stores.‚Äô
   Engeseth says Ikea could offer the clothing range to its fans first, so they have a ‚Äúuniform‚ÄĚ, much like football teams.
   ‚ÄėThere are 57 million Ikea ‚Äúfamily members‚ÄĚ already, so let them be the only ones who can buy the clothes first. This would be the longest catwalk ever.‚Äô
   He goes further, saying that those wearing Ikea clothing could qualify for greater discounts at the point of sale. ‚ÄėNot only will this build their tribe, it will ‚Äúdress it up‚ÄĚ to become a worldwide community.‚Äô
   Fans who have furnished their homes could host ‚ÄėIkea days‚Äô, where dressed-up fans could invite their friends to their homes, which become pop-up fan showrooms. ‚ÄėThat could give Ikea millions of stores, and greater exposure to how homes can be designed. That would bring in sales and the company could treble its profits,‚Äô he says.

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October 17, 2014

It’s Heidi Klum Intimates as the German model takes over from Elle Macpherson at Bendon

Lucire staff/4.33

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Model and businesswoman Heidi Klum will succeed Elle Macpherson with her own lingerie line at Bendon, the company announced today.
   Elle Macpherson Intimates, which first launched in New Zealand in 1990, has established itself as Bendon’s flagship range. As of January, the entire range will be renamed, and Klum will take over Macpherson’s role as the creative director and the face of the brand.
   Heidi Klum Intimates will appear in 1,800 retail locations worldwide.
   The other Macpherson lines will also be rebranded. The men’s line will be named HKMan, and the accessible line will be called Heidi by Heidi Klum.
   Bendon says there will be extensions into swimwear.
   In the last 25 years, Elle Macpherson Intimates had become the largest celebrity-endorsed intimate apparel collection the world, says Bendon.
   In a release, Bendon CEO Justin Davis-Rice called Macpherson ‘a great partner to Bendon’ as the association ended.
   ‚ÄėFrom the first meeting [with Klum] it was obvious that we were destined to collaborate and work together‚ÄĒher energy, work ethic and passion for lingerie is incredible. I am looking forward to working with her as we continue to build on the heritage of our Intimates brand,’ he added.
   Klum said, ‘I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry. In addition to spending a majority of my career modelling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.’
   Both Davis-Rice and Eric Watson, who co-owns Bendon through his Cullen Investments, citing the globalization of the intimate apparel market, see Klum was being a recognizable face who the company can leverage. Sister brands include Stella McCartney Lingerie, Pleasure State, Fayreform and Lovable.

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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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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 30, 2014

Promo image for Cheryl Cole’s Storm Flower fragrance released

Lucire staff/22.03

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The official promotional image for Cheryl Fernandez-Versini’s (formerly Cheryl Cole) new fragrance, Storm Flower, has been released, ahead of its on-sale date of August 27.
   The newlywed Geordie songstress‚ÄĒshe married boyfriend Jean-Bernard Fernandez-Versini earlier in July‚ÄĒsays she had long wanted a fragrance under her name but could not devote time to the project till recently.
   ‚ÄėFor my d√©but fragrance, I wanted to achieve two goals: to create something that both looks beautiful and smells gorgeous. The development process has been really intense but inspirational and I have absolutely loved being so involved in the creative process,’ said Fernandez-Versini.
   Fernandez-Versini’s new fragrance is meant to be refreshing, light, but long-lasting. The perfume opens with fruity notes of mandarin and nectar, leading to a heart of freesia and peach blossom. Basenotes are soft vanilla, white musk and sandalwood.
   The fragrance will be available from the Perfume Shop and Superdrug, priced at ¬£23¬∑50 for 30 ml, ¬£29¬∑50 for 50 ml and ¬£39¬∑50 for 100 ml. Body lotion with glitter and perfumed body bath, with the same notes, will also be available.
   The visual shows Fernandez-Versini’s hand tattoo but not her engagement ring. The photograph was likely shot before her wedding. The bottle itself has the script ‘Storm Flower’ and ‘Cheryl’, and is topped by a flower-shaped cap.

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July 27, 2014

Gal Gadot as Wonder Woman: first official photograph released

Lucire staff/3.45

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Lucire issue 27, with Gal Gadot, photographed by Andrew Matusik.

Director Zack Snyder has revealed the first official image of former Lucire cover girl Gal Gadot as Wonder Woman, in the upcoming film Batman v. Superman: Dawn of Justice, starring Henry Cavill as Superman and Ben Affleck as Batman.
   Gadot, a former Miss Israel who is best known for her role in the Fast and Furious films, takes on the Wonder Woman mantle after a false start under David E. Kelley‚ÄĒhis TV Wonder Woman pilot starring Adrianne Palicki was never aired. On the small screen, Lynda Carter’s portrayal in the 1970s was the best known, and remains the image non-comic book fans have of the character, but there is yet to be a proper big-screen adaptation (even though Superman has had six outings and Batman, in the modern era, has had seven).
   The new film, to be released in two years’ time, is getting its publicity unusually early, but it gives the studio time to build greater momentum for its 2016 release. Warner Bros. is expected to use Dawn of Justice as a springboard for other film series based on the DC Comics characters.

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July 10, 2014

Eva Green previews her Campari 2015 calendar appearance: video and photos

Lucire staff/14.13

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Francesco Pizzo

French actress Eva Green is the face of the 2015 Campari calendar, entitled Mythology Mixology. Campari is teasing the calendar with behind-the-scenes images and a video, featuring Green, announcing the project.
   This 16th edition has been photographed by Julia Fullerton-Batten, an acclaimed fine art photographer, and the first female who has shot a Campari calendar.
   The 12 months celebrate Campari’s history and its best loved classic cocktails. Each month tells the story behind the cocktail, with anecdotes and trivia.
   Campari believes that there has been a classic trend over the last decade, and an interest in history, which the calendar attempts to tap into.
   While some may dispute the presence of a classic trend, Campari has been on the pulse in recent years with its calendars. Notably, in 2008, Jessica Alba appeared in its 10th anniversary edition. Other calendar stars include Salma Hayek, Eva Mendes, Milla Jovovich, Pen√©lope Cruz and Uma Thurman.
   Green, whose Penny Dreadful series is currently netting her headlines in the lead role of Vanessa Ives, came to prominence in Bertolucci’s The Dreamers (2002), and as Bond girl Vesper Lynd in Casino Royale (2006), for which she won a BAFTA. She has recently been seen in 300: Rise of an Empire and will soon be seen in Sin City: a Dame to Kill for.
   ‚ÄėTo work with an iconic worldwide brand such as Campari is an honour and a privilege. There is something very special about this year‚Äôs theme as it strikes a compelling and almost magical balance between the classic and the contemporary. At the root of each image is this rich sense of history behind each of Campari‚Äôs best-loved cocktails but they are presented in a way that is ultra-modern, exuding imagination and style. It‚Äôs a thing of incredible beauty and clearly shows that whilst some of these recipes are over 100 years old, they are still relevant to and adored in today‚Äôs world,’ said Green in a release.
   Fullerton-Benton is known for her series, Teenage Stories (2005), which followed the transition of a teenage girl into womanhood. Campari says that the photos will carry her hallmarks of creative settings, unusual locations and cinematic lighting.
   ‚ÄėCampari has always had an inherent ability to recreate itself and keep the brand image fresh, inspiring and imaginative‚ÄĒa goal I constantly strive towards in my own work, too. This year‚Äôs theme was an interesting challenge, as there was an important job to do in terms of taking historical anecdotes and invigorating them with a modern edge. I‚Äôm confident we managed to strike that delicate balance with this year‚Äôs imagery,’ says Fullerton-Batten.
   Bob Kunze-Concewitz, CEO of Gruppo Campari says, ‘Though there has always been a sense of timelessness around our classic cocktails, we‚Äôve been hearing reports from bartenders all over the world that there has been a surging popularity for classic recipes like the Negroni and the Americano. This year‚Äôs Campari Calendar is designed to celebrate those enduring recipes and the heritage behind them, so we‚Äôre very much looking forward to unveiling it later in the year.’








Francesco Pizzo

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