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December 17, 2014

Belvedere Vodka kicks off James Bond partnership, with Lily Cole, Tinie Tempah, Pixie Geldof, Amber Atherton

Lucire staff/0.30

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The $300 million budget set aside for Spectre, the 24th Eon James Bond film, will need a marketing bonanza. After Aston Martin revealed its DB10—10 cars built exclusively for the film and not general sale—and Jaguar Land Rover confirmed that they would be supplying a C-X75 and Range Rover vehicles, Belvedere Vodka is next, launching its global partnership with James Bond at the Bond in Motion exhibition at the London Film Museum last night.
   Guests included Lily Cole, Tinie Tempah, Amber Atherton, Pixie Geldof, Douglas Booth, Kim Hersov, Ella Catliff and Christophe Navarre, while Belvedere president Charles Gibb played host.
   Belvedere’s limited-edition bottles see the Belvedere palace replaced with an image of the MI6 headquarters from the film, while its trade-mark blue will be changed to green, on one. These will be limited to 100 bottles. The second change will be to Belvedere’s Silver Sabre bottles.
   The marketing programme commences in February, with point-of-sale promotions. Updates will be put on Belvedere’s Instagram account.
   Spectre, which is named after the fictional terrorist organization from the Ian Fleming novels, will première on November 6, 2015. Daniel Craig will return as the super-spy, and the cast includes Monica Bellucci, Léa Seydoux, Andrew Scott, Dave Bautista, Naomie Harris, Ralph Fiennes, and Christoph Waltz as the villain. Barbara Broccoli and Michael G. Wilson produce, while Sam Mendes (Skyfall) returns to direct.




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December 8, 2014

Sponsored video: Airbnb gives you a home, not a space

Lucire staff/14.19

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A Lucire special promotion


While Lucire has traditionally talked about flash accommodation at luxury resorts, there is a whole market that many now prefer: short-term living quarters where everyday people can be a host to travellers, bridging the gap between Couchsurfing and a hotel.
   Started in 2007 by Brian Chesky and Joe Gebbia, offering their own loft up for those attending the Industrial Design Conference that year. They turned their living room into a guest room, with three air mattresses, and gave a homemade breakfast. The site, Airbedandbreakfast.com, launched the following year after a third founder, Nathan Blecharczyk, joined Chesky and Gebbia. The name was later shortened to Airbnb.com.
   Now with 800,000 listings in 33,000 cities and 192 countries, Airbnb has reached a level of maturity, and débuted a new identity and tagline earlier this year. ‘Belong Anywhere’ reiterates what Airbnb is all about. As Chesky puts it, their first guests in 2007 ‘learned our favourite places to grab coffee, ate the best tacos in the city, and had friends to hang out with whenever they wanted. They were thousands of miles from where they lived, and yet they felt right at home.’ A house, he says, is just a space, but ‘a home is where you belong.’ The rewards to staying with an Airbnb property are personal, not financial, because people can connect, rather than have the bland experience of some of the mass-market spaces.
   They’ve even gone so far as to allow people to make their own Airbnb logos, provided they roughly follow the official symbol, and like all of the best ones, it’s remarkably easy to draw and identify. A revamped website and a new commercial have come as part of the rebrand, the latter showcasing the variety of places that a typical Airbnb customer might find on the website. Littered cleverly through the animated ad are Airbnb logos and, being an internationally targeted spot, all manner of homes and locations are suggested, from châteaux to beach bungalows.
   Chesky notes that since he co-founded the business, he has been invited to the wedding of one of his guests. One host who was trapped in his house during the 2011 London riots was fine—as seven of his former guests went to see if he was OK. And another offered up her home for free during Hurricane Sandy. These are all examples that Chesky says have made Airbnb far more personal than the mass-market experiences.


Article sponsored by Airbnb

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Filed under: branding, travel
November 29, 2014

Backes & Strauss and English National Ballet continue partnership into 2015

Lucire staff/13.19

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Backes & Strauss and the English National Ballet will continue their partnership for a second year, with the Ballet’s artistic director Tamara Rojo becoming the brand’s new ambassador.
   Rojo had endorsed Backes & Strauss’s Victoria collection last year. She will become the face of the Backes & Strauss in its 2015 campaigns.
   English National Ballet celebrates its 65th anniversary in 2015, while Backes & Strauss can lay claim to being the oldest diamond company in the world, founded in 1789.
   The ballet company has worked with Rudolf Nureyev, Sir Frederick Ashton, Natalia Markarova and Carlos Acosta, and Backes & Strauss sees this heritage and quality complementing its own brand.
   Vartkess Knadjian, CEO of Backes & Strauss, said in a release, ‘As a company proud of its British heritage we are thrilled to continue our partnership with English National Ballet and Tamara Rojo, the quintessential British dance company that through its creativity broadens the appeal of ballet throughout the world.’
   Rojo added, ‘I am delighted to be an ambassador for Backes & Strauss, and English National Ballet is enormously grateful for its support. I look forward to continuing our collaboration together to highlight our outstanding work.’
   Now part of the Swiss Franck Muller group, Backes & Strauss retains its London base.

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Filed under: culture, living, London, Lucire
November 26, 2014

Edward Enninful to be honoured at 2014 British Fashion Awards

Lucire staff/11.35

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Edward Enninful will receive the Isabella Blow Award for Fashion Creator at this year’s British Fashion Awards, the British Fashion Council announced today.
   Ghanese-born Enninful is a stylist and the current fashion and style director of W.
   In 1991, he became fashion director of I-D, at the age of 18, making him the youngest editor at a major international title. Seven years later, he became contributing fashion editor of Vogue Italia, and he held the same post at Vogue in 2006. In 2011, he took on his role at W.
   Enninful has also worked on campaigns for Gucci, Comme des Garçons, Christian Dior, Dolce and Gabbana, Celine, Lanvin, Mulberry, Giorgio Armani, Valentino, Jil Sander, Calvin Klein, Fendi, Alessandro Dell’Acqua, Hugo Boss, and Missoni.
   I-D founders, Terry and Tricia Jones, said, ‘When the wonderful Simon Foxton first introduced Edward into the I-D family, we had no idea that he would become one of the most outstanding stylists of his generation. He not only brought his own talent to the magazine, but started working with hundreds of other individual youngsters at the beginning of their careers. His fashion corner in the I-D office was always a mecca for ideas and supermodel diversity became one of his many contributions to the international fashion industry.
   ‘We are thrilled and super proud that I-D’s youngest-ever son has travelled so far in his career and feel very privileged to have known him as a teenager. Edward’s own individual talent, his absolute loyalty, his encouragement and promotion of other peoples’ careers, as well as his love and belief in diversity within the industry, is rare and quite unprecedented. We truly believe that Edward’s creative voice, experience and original inspiration fully justify this very prestigious award!’
   Supermodel Naomi Campbell said, ‘Edward is not only one of my dearest friends and brother, but he is also one of the most outstanding people I have ever had the pleasure of working with. His unique talent, drive and imagination are poured into his work, making him responsible for some of the most heart quickening imagery in the history of fashion.’
   Fashion photographer Stephen Klein added, ‘Edward has exquisite taste and precision and is both sensitive to the aim of the photographer and venue without compromising either.’
   Speaking for the British Fashion Council, Natalie Massenet, its chairman, said, ‘Edward’s creative energy and level of vision captures the mood of our times: his work is original, energetic, sincere and unforgettable. His creative journey may have started in London, but today his influence spans the entire globe intersecting the worlds of fashion, art and business.’
   The British Fashion Awards 2014 is sponsored by Swarovski, Canon, MAC, Toni & Guy, Vodafone, American Express, Marks & Spencer, Mercedes Benz, Penhaligon’s, and Rightster.

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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 Círculos de Fuego, Bambú 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 ‘Very Xmas’, 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’re sure readers can think of some real ones that have had that name over the years.)
   However, unlike other “bringing to life” 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’t just a special time of the year, but a different world altogether.
   Cheekily, the Very.co.uk team has even put together a “behind-the-scenes” video that doesn’t give the game away: the conceit there is that Cotton and her friends really have been shrunk to miniature, à 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.
   ‘Very Xmas’ is running across all media and is Very.co.uk’s biggest ever fully integrated campaign.


Post sponsored by Very.co.uk

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Filed under: celebrity, fashion, London
November 16, 2014

Kendall Jenner signed as Estée Lauder’s new face: social media consumers among targets

Lucire staff/11.45

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Courtesy Estée Lauder

Estée Lauder has signed model Kendall Jenner for digital, TV, print advertising and social media campaigns.
   The company sees Jenner’s personal social media following as an asset, able to bridge them with fashion and entertainment, while targeting younger consumers.
   She has 30 million fans across Instagram, Twitter and Facebook, and is believed to be the most socially connected model.
   Estée Lauder global brand president Jane Hertzmark Hudis calls Jenner ‘the ultimate Instagirl. We are excited to leverage her image, voice, energy and extraordinary social media power to introduce Estée Lauder to millions of young women around the world.’
   Jenner says she had known since Paris Fashion Week, but had to keep the news under wraps.
   ‘It honestly feels like a dream to represent such an iconic beauty brand: it is an incredible honour and quite humbling,’ she says.
   She also features in a 13 pp. editorial shot by Patrick Demarchelier in the December 2014 issue of Vogue.
   Jenner had first walked in Marc Jacobs’ fall 2014 show, then at the Chanel haute couture show, followed by an advertising campaign for Givenchy for autumn–winter 2014. She has since walked for Balmain, Dolce & Gabbana and Fendi. She has worked with photographers such as Demarchelier, Mert & Marcus, Mario Sorrenti and Mikael Janssen, and has appeared in Love, Vogue Paris, W, and Interview.
   She follows in the footsteps of luminaries including Willow Bay, Paulina Porizkova, Elizabeth Hurley, Gwyneth Paltrow, Liu Wen, and Julia Roberts.

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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’s expertise lends itself easily to the world of apparel. ‘Fashion is an expression of how to package and sell design,’ 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 “tailored” at home in inventive ways without the need for complex sewing.
   ‘Emotionally, this connects people to how life was in the beginning,’ he says. ‘Customers can personalize and “hack” the designs.’
   Jack Yan, publisher of Lucire, and a branding expert in his own right, says Engeseth’s ideas have a great deal of merit.
   ‘This taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanœuvring many existing fashion labels,’ says Yan. ‘Ikea has an international retail base and it has distribution down to a fine art.’
   For completed clothing, Engeseth says that Ikea could offer Unisex dressing, without the divisions of male and female, but as an ‘Ikea member’.
   He sees Ikea clothing as being high-tech and low-cost, harder-wearing than the apparel found in mass-market retailers.
   ‘We’re 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,’ he says.
   ‘You could even extend this hard-wearing philosophy into wedding gowns—after all, there are already some people opting to get married in Ikea stores.’
   Engeseth says Ikea could offer the clothing range to its fans first, so they have a “uniform”, much like football teams.
   ‘There are 57 million Ikea “family members” already, so let them be the only ones who can buy the clothes first. This would be the longest catwalk ever.’
   He goes further, saying that those wearing Ikea clothing could qualify for greater discounts at the point of sale. ‘Not only will this build their tribe, it will “dress it up” to become a worldwide community.’
   Fans who have furnished their homes could host ‘Ikea days’, where dressed-up fans could invite their friends to their homes, which become pop-up fan showrooms. ‘That 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,’ he says.

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