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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, PenĂŠlope 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

December 10, 2015

Backes & Strauss names three dancers from English National Ballet as new brand ambassadors

Lucire staff/23.42


Above Shiori Kase, Jinhao Zhang, and Laurretta Summerscales.

Luxury watch and jewellery brand Backes & Strauss has continued to work with the English National Ballet, and has named Shiori Kase, Laurretta Summerscales, and Jinhao Zhang as its new ambassadors, succeeding Tamara Rojo, the ballet company’s artistic director.
   First soloist Kase began dancing in her native Tokyo before joining English National Ballet in 2009, and will appear in its productions of The Nutcracker, Le Corsaire, and Swan Lake. Summerscales was promoted to first soloist in 2013 after joining English National Ballet in 2009, and made her dĂŠbut with the role of Myrtha, Queen of the Wilis, in Giselle at the London Coliseum. Finally, Shanghai-born Zhang joined in 2014 and won English National Ballet’s Emerging Dancer competition in 2015.
   Rojo noted, ‘I am thrilled that Backes & Strauss have chosen three of our rising stars to be the faces of our partnership. Developing outstanding talent within the company is vital to English National Ballet. I am grateful to Backes & Strauss for their support of Shiori, Laurretta and Jinhao, and for their long-standing commitment to English National Ballet.’
   Vartkess Knadjian, CEO of Backes & Strauss, said, ‘We are proud to welcome Shiori, Laurretta, and Jinhao as brand ambassadors. We anticipate that the dancers’ strive for excellence and perfection will have an immeasurable impact on the brand both in the UK and internationally throughout the year.’




Above Backes & Strauss’s new spokespeople wear items from its range.

December 5, 2015

Gigi Hadid, Joan Smalls, Lily Aldridge appear nude in Stuart Weitzman’s spring 2016 campaign

Lucire staff/9.48


Mario Testino

Gigi Hadid, Joan Smalls and Lily Aldridge appear nude in Stuart Weitzman’s spring 2016 advertising campaign, save for their pairs of heels.
   Mario Testino shot the black-and-white campaign, which is meant to reflect ‘the intimate relationship between a woman and her shoes,’ according to the company.
   The nudity ties in to Stuart Weitzman’s Nearly Nude block heel, which is a derivative of his Nudist sandal—although it’s an image that’s also bound to get noticed.
   Hadid, Smalls and Aldridge are friends in real life, and the company says this made them the ideal choice when the campaign was cast.
   The campaign will be seen in the US, Italy, France, the UK, Dubai, Germany, and Spain, and through parts of Asia. Outdoor advertising will run in Los Angeles, New York, Milano, Paris and Hong Kong. Behind-the-scenes video will appear at Stuart Weitzman’s website and on-site at its boutiques.

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 dĂŠbuts today at its website.
   Burberry will also donate ÂŁ500,000 to be split between two charities, Place2Be and the County Durham Community Foundation, which help the Easington community where Billy Elliot was set.


October 27, 2015

Hello Kitty Men collaborates with Undercover, Sise, Jam Home Made, Dresscamp, Patchy Cake Eater, Yoshio Kubo

Lucire staff/3.16

In one of the unlikeliest brand extensions, Sanrio has launched the Hello Kitty Men collection for autumn–winter 2015–16. Announced two years ago to commemorate Hello Kitty’s 40th anniversary, the brand has now collaborated with six Tokyo men’s brands—Undercover, Sise, Jam Home Made, Dresscamp, Patchy Cake Eater and Yoshio Kubo—to show that it’s a trendy choice for the chaps. At an event on October 16, Hello Kitty showed off its latest to 500 guests.
   Designer Yuko Yamaguchi noted that she had had a lot of requests from men who don’t see Hello Kitty as exclusively girly, and even high school boys who are sons of women who grew up with Hello Kitty are partial toward a men’s collection.
   Yamaguchi said, ‘Looking toward the next generation, I think we must have fans among men as well as women. Since I’m a woman, it’s difficult for me to always know what men want, so I’m delighted that we’ve been able to collaborate with all these wonderful people. It was quite a challenge to design Hello Kitty with men in mind, and I’m really satisfied with how well all of these collaboration items manage to express the various brand colours. Listening to the reactions from the men who attended this event, it’s fascinating to hear so much interest in these unique items.’
   She added, ‘Our aim is to create a whole Hello Kitty Men world, incorporating not just fashion but art and various other fields.’
   Hello Kitty won a Medinge Group Brands with a Conscience award in 2003 for its communication principles. ‘The guiding principle behind this Japanese company, founded by Shintaro Tsuji, is expressed in compassionate interpersonal communication,’ said the think-tank.

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.

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