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May 7, 2015

Dakota Johnson, Natalia Tena, Quim Gutiérrez star in Estrella Damm promotional film, directed by Alejandro Amenábar

Lucire staff/12.35

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Top Dakota Johnson, as she appeared in 50 Shades of Grey. Above Natalia Tena, in a still from last year’s Black Mirror Christmas special.

Dakota Johnson, who became a household name after her performance in the movie adaptation of 50 Shades of Grey, is set to star in a promotional film for Estrella Damm, the Spanish beer brand.
   Alcohol marketing is big business—Heineken paid US$45 million for its tie-in to Skyfall, the 2012 James Bond blockbuster, and for Daniel Craig and Bérénice Marlohe to appear in its ad. This time, Johnson, along with Natalia Tena (10,000 Km, Black Mirror: White Christmas, Game of Thrones, Harry Potter and the Order of the Phoenix) and Quim Gutiérrez (Cousinhood, The Last Days), appear in the film, to be directed by Academy Award-winning director Alejandro Amenábar (who won for Mar adentro, or The Sea Inside, starring Javier Bardem; Anglophone audiences may know his earlier work, The Others, starring Nicole Kidman). Amenábar has directed Emma Watson and Ethan Hawke in Regression, which is released this October.
   The advertisement film will première in mid-June. Locations are Ibiza and Barcelona. Johnson plays Rachel, a tourist who arrives at Ibiza and establishes friendships with a group from Barcelona.
   Filming commenced April 29.

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Filed under: celebrity, film, living, Lucire
May 6, 2015

Dree Hemingway named Chloé fragrance’s new face

Lucire staff/14.18

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Konstantin Pershin

Above Dree Hemingway at Mercedes-Benz Fashion Week Russia earlier this year.

Coty has announced that Dree Hemingway is the new face of its Chloé fragrance, with the campaign breaking in September. She follows in the footsteps of Clémence Poésy, Chloë Sevigny, Anja Rubik and Suvi Koponen.
   American-born Hemingway is a classically trained actor, a graduate of RADA, and starred in 2012’s Starlet. More recently, she appeared in While We’re Young and Listen Up Philip, and other credits include Nous York and Someday This Pain Will Be Useful to You. She has modelled, beginning in 2009 for Givenchy, and most recently walked for Chloé in March 2015 in Paris.
   She was chosen for her ‘modernity, natural femininity, free-spiritedness and independence,’ says Coty.
   Hemingway said in a release, ‘I am very honoured to be the new face of Chloé. It is a brand that has been part of my life for a long time; it brings up a lot of memories for me. I am looking forward to continuing my story with Chloé into the world of fragrance.’
   â€˜She completely embodies the Chloé girl’s spirit and attitude,’ says Clare Waight Keller, Chloé’s creative director. ‘Her radiant beauty and personality express everything I wanted to convey with the fragrance. It is her incredible ability to be elegant, nonchalant and spontaneous all at once that is both modern and charming”, notes Clare Waight Keller, Chloé’s creative director.
   She has a modest Instagram following of around 72,000 at the time of writing, with just over 30,000 on Twitter.
   Hemingway previously appeared in campaigns for Gianfranco Ferré and Salvatore Ferragamo.
   She is the daughter of actress Mariel Hemingway and Stephen Crisman.

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April 13, 2015

Triumph launches animated Find the One film for the perfect bra, starring Hannah Ferguson

Lucire staff/15.03

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A departure from the usual approach of showing top models in intimate apparel, Triumph has launched an animated movie, Find the One (hashtag #FindTheOne), to promote the perfectly fitting bra.
   The two-minute spot, which will air from April 13 in Germany, the UK and Italy, evokes a romantic, Disney-esque style that many wearers will be familiar with, along with a memorable musical number entitled ‘Find the One’. However, instead of finding Prince Charming, the song is about the ‘life-changing experience’ (Triumph’s words) of finding the right brassière.
   The main animated character, Hannah (right), is based around Triumph and Sports Illustrated Swimsuit Issue model Hannah Ferguson, who appears in real-life form at the end of the spot.
   In true fairy-tale form, Hannah appears with her friends Tammy and Mara, who head to the boutique with her, Fred the Frog and the Fairy Godmother, who appears as a dress form.
   Stories AG’s Tobias Fueter and Yves Bollag were behind the animation and the characters. Fueter said, ‘Triumph is a fantastic brand for which to create an emotional story. Women easily identify with animated characters, which explains the success of animated fairy tales all over the world.’
   The score was composed by Tony Award-winning composer, Jason Robert Brown, with the vocal performed by three Broadway singers. The Prague Filmharmonic Orchestra performed the score.
   Eszter Szijarto, Head of Brand Marketing at Triumph, said, ‘It is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a fitting and find the perfectly fitting bra—“The One”.’
   Through the spot, Triumph wishes to encourage women to look at getting properly fitted for a bra as part of its campaign, aiming to help 500,000 women this year.
   To celebrate the spot, Triumph is running an international competition for its customers, with the hashtag #animateme. The winners will receive an illustration of themselves in the animated style of the film. Details of the competition will be revealed on April 22 and will run through May 13.
   Ferguson wears the Triumph Magic Wire bra at the conclusion of the film. The innovative, award-winning bra features silicone instead of underwire, making it more comfortable to wear.
   Triumph’s Find the One page can be found at triumph.com/findtheone. Customers can visit a Triumph boutique for a fitting or book online.



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April 7, 2015

Dove encourages women to see themselves as beautiful with new campaign; summit session announced

Lucire staff/21.08

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Dove wants to change the way women think about themselves with its new campaign, called Choose Beautiful. According to its 2010 research, 96 per cent of women do not choose the word beautiful to describe how they look. Its new five-minute film, shot in San Francisco, Shanghai, New Delhi, London and São Paulo, encourages women to choose beautiful to describe themselves, to radiate their inner confidence and become happier.
   The film shows a building with two doorways: ‘Average’ and ‘Beautiful’. Those who chose the latter reported that they felt better, having made a statement publicly about how they viewed themselves.
   It ties in with Dove’s #SpeakBeautiful campaign to encourage women to understand how words impact on self-esteem and confidence.
   Dove will partner with Women in the World this year, a summit that brings together inspirational female leaders to discuss women’s issues. This year’s summit in New York, on April 22–4 at the David H. Koch Theater, includes Meryl Streep, Helen Mirren, Freida Pinto, Thandie Newton, Ashley Judd, former senator Hillary Rodham Clinton, Diane von Furstenberg, Barbra Streisand, Christiane Amanpour, Obiageli Ezekwesili (Bring Back Our Girls), author Elif Shafak, North Korean human rights’ activist Yeonmi Park, Sen. Kirsten Gillibrand, Zainab Salbi and others. Dove will host a session on the 24th, ‘The Beautiful Brain’, discussing beauty and choice with Newton, Dr Stacie Grossman Bloom, Assistant Professor, Department of Neuroscience and Physiology at the NYU Langone Medical Center, and Dr Rénée Engeln, Professor of Psychology, Northwestern University.
   The five-minute film is shown below, and Dove has set up a site on Tumblr.

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April 6, 2015

Lane Bryant redefines sexy with new campaign, shot by Cass Bird, styled by Kiwi Kat Neale

Lucire staff/17.23

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Cass Bird

Perhaps as a tongue-in-cheek reference to Victoria’s Secret, Lane Bryant, the US retailer specializing in fashion for women sizes 14 to 28, has released a campaign called I’m No Angel (with the associated hashtag, #ImNoAngel).
   Lane Bryant’s concept is to turn the old concept of what sexy is around, with the core message that all women are sexy.
   The campaign, which breaks in the US today (Easter Monday), features a series of TVCs and photographs by Cass Bird, with models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, wearing Lane Bryant’s Cacique lingerie. New Zealander Kathryn Neale styled the campaign. It will appear at point of sale, Lane Bryant’s website, social media, billboards and on public transportation in the US.
   Social media users are invited to submit their own selfies to showcase their own idea of sexy, hashtagging #ImNoAngel, with the distinctive addition of writing the hashtag on a mirror.
   â€˜Our #ImNoAngel campaign is designed to empower all women to love every part of herself,’ said Lane Bryant CEO and president Linda Heasley. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way,” said Lane Bryant CEO and President, Linda Heasley.

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February 23, 2015

Sponsored video: Bambi Northwood-Blyth and Dan Single help reinvent Impulse for the mid-2010s

Lucire staff/23.53

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A Lucire special promotion


‘If a man suddenly gives you flowers, that’s Impulse,’ has been one of the most famous catch-phrases of the last generation, since Fabergé introduced it in South Africa in the 1970s. Variations on the theme have come and gone, and in 2015, Impulse moves to a new generation with Bambi Northwood-Blyth—one of Lucire’s newsmakers of 2013—and her husband Dan Single, formerly of Ksubi, fronting its latest campaign.
   Northwood-Blyth has been securing campaigns, including fashion label Ba&Sh, because she somehow taps into the Zeitgeist. She also has her own fashion line, B.BAM, and her sense of style and levity have made her more real and endearing to her fans. At Impulse, she joins former Lucire cover girl Zippora Seven and Erin Heatherton and was even placed in charge of the brand’s Instagram for one week.
   The new video, which broke for Valentine’s Day, is not just about the day itself, but embracing love, life and friendship every day. It’s unusual in featuring a real-life married couple who are very much in love, and Northwood-Blyth’s popularity among fashion cognoscenti, plus her social media following, bring it right into the mid-2010s. Gone is the “flowers” theme in favour of the couple on a getaway, and emphasizing that true love isn’t just about that initial “impulse” that drove the original, and perhaps dated advertising. It’s about a real partnership between a couple, in everything they do.
   Like Northwood-Blyth’s other appearances, there is a genuine feel to it, even though the Impulse campaign is more stylized than her own social media, which have shown more behind-the-scenes material. It’s bound to earn her even more fans, while helping to reinvent Impulse as less fanciful, and more part of a real, lasting, romance.


Post sponsored by Unilever

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February 4, 2015

Sponsored video: Reebok wants us to be more human

Lucire staff/23.59

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A Lucire special promotion




Reebok has one of the most storied histories of any of the sports brands: its forerunner was, for example, the choice of the British Olympic team in 1924, dramatized in the movie Chariots of Fire. And in the late 1980s, there wasn’t a brand that was more fashionable than Reebok as its Pump became closely tied to the era.
   It’s never been a brand that’s needed fancy celebrity endorsements. It has been slightly more restrained as a brand, and its latest commercial, in the wake of the Super Bowl in the US, exhibits a level of honesty not often seen in a sector that relies on being flashy and impactful.
   Reebok’s latest campaign, entitled Be More Human, shows everyday people pushing themselves further, for the purpose of personal fulfilment. Reebok taps in to a very real motivation for most people who work out: to be healthier and stronger for themselves, not for gold medals or recognition on a football pitch. In recent times, Reebok has partnered with CrossFit, which is aimed at fitness fanatics. It’s part of Reebok’s efforts to rebrand itself, a programme that began five years ago when it revealed its delta symbol.
   The campaign, which broke at the end of January, connects Reebok’s shoes and apparel to those fitness enthusiasts, something which its president, Matt O’Toole, sees as part of the brand’s roots. It appears to be paying off: Reebok has experienced seven straight quarters of growth. No longer is it chasing competitors or trying to be something else: Reebok has found its groove being itself. It’s something it wants to urge its consumers to do now, too, and, consequently, there’s a sense of authenticity to its efforts.


Post sponsored by Reebok

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Filed under: branding, culture, fashion, trend, TV
January 25, 2015

Pawesome: Karen Walker Eyewear toasts her summer 2015 collection

Lucire staff/8.55

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Tom Schirmacher

Karen Walker Eyewear has announced its summer 2015 collection, and, in the brand’s inimitable style, sees Toast, a King Charles cavalier spaniel, as the model.
   Brands all over the world want celebrities with strong social media followings, and Karen Walker is no exception. The rescued “it” dog has 154,000 Instagram followers and has already donned shades on her account. Now as the spokesdog for Karen Walker Eyewear, she’s expected to be wearing her new brand on the streets of New York.
   In a release, Walker cheekily says, ‘We were after a model for this campaign who could fit with our caramelly colour palette and also someone whose hair would work with our three wind machines hitting her from every angle to create a slightly ’70s vibe. Toast ticked every one of those boxes.’
   The new campaign, hashtagged #toastmeetskaren, has been photographed by Tom Schirmacher, and creative-directed by Mikhail Gherman. Grooming for Toast was by Hannah Raymond, and hair by Gavin Harwin.
   The collection has five new styles, featuring two-tone patchwork with gold trim, dusty colours, and CR39 lenses for UV protection. The eyewear is double-polished and cured for strength.
   The company can claim Beyoncé, Rihanna, Scarlett Johansson, Lena Dunham, Gwen Stefani, Alexa Chung, Lady Gaga, Lorde and Florence Welch among its wearers. The range hits stores in February 2015.



Tom Schirmacher






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