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Erdem is H&M’s next guest designer—director Baz Luhrmann will helm the film campaign


NEWS  by Lucire staff/July 13, 2017/16.04


H&M

H&M’s latest designer collaboration is with Erdem—and if that wasn’t big enough news, the Swedish giant has enlisted the visionary Australian director Baz Luhrmann to create the film to promote the new range.
   The two talents are perfectly suited: Erdem, created by the Canadian-born, UK-based Erdem Moralioglu, focuses on the ideas of history and personal narrative, finding him favour aming celebrities including the Duchess of Cambridge, Jessica Alba, and Kate Bosworth, while Luhrmann’s films tell fantastic stories that embody imagination and startling visuals. The new collection, which débuts on November 2 in selected stores and online at hm.com, promises to have a spectacular kick-off.
   As with his predecessors, Moralioglu will reinterpret his earlier collections for the collaboration and, for the first time, he will create a menswear collection.
   H&M says he will reinterpret his most celebrated prints and textiles for the Erdem × H&M collection.
   â€˜I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a menswear collection which I have never done before. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,’ said Moralioglu.
   â€˜For me, fashion is always about more than just clothing, it is a form of expression—a standalone art form. I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection,’ said Luhrmann.
   H&M’s creative adviser, Ann-Sofie Johansson, said, ‘From the moment we started talking with Erdem about the collaboration, I was captured by his vision. For Erdem × H&M he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever.’


Erdem × H&M teaser, by Baz Luhrmann by Lucire

Game of Thrones’ and X-Men’s Sophie Turner named Wella Professionals’ brand ambassador


NEWS  by Lucire staff/June 21, 2017/21.24

Sophie Turner, the 21-year-old actress who rose to fame in the HBO TV series Game of Thrones, is the new brand ambassador for Wella Professionals.
   Turner boasts a five million following on Instagram, as well as having a profile through Game of Thrones and the X-Men film series.
   The company says she was chosen because she pushed ‘style boundaries, , making fearless and bold hair-colour transformations.’
   Turner said, ‘I’m honoured to be named the face of Wella Professionals, an iconic beauty brand that encourages women like me to be bold in their choices. Working with them is a great creative collaboration because it gives life to my on-screen characters and allows me to express my personality off-screen, as well.’
   Kicking off next month, she will appear in Wella Professionals’ summer and autumn campaigns. Wella Professionals’ global artist, Sonya Dove, worked with celebrity hairstylist Christian Wood on the campaign. Turner will also appear in global marketing, print and digital advertising, in-store displays, and social media (hashtag #sophiexwella).
   Wella Professionals is targeted at the trade, focusing on salon hair products, professional hair colours and beauty services.
   Laura Simpson, chief marketing officer for Coty Professional Beauty, said, ‘She’s an exceptionally talented artist who represents a generation of women which like to express themselves by wearing premium-looking, sophisticated hair colour. Exceptional hair colour results are only possible in the salon and using the best products and services, something which Wella Professionals proudly offers Sophie as well as millions of women and men around the world.’
   Previously part of Procter & Gamble, Wella was sold to Coty, Inc. in 2015, alongside Max Factor, Cover Girl, Clairol, and P&G’s fragrance business.
   The brand itself dates back to 1880.

Huawei, Zambesi team up to launch P10 phones in New Zealand; Zambesi creates bespoke collection


NEWS  by Lucire staff/April 5, 2017/11.47



Huawei has teamed up with leading New Zealand fashion label Zambesi to launch its P10 and P10 Plus smartphones.
   To mark the New Zealand introduction of the phones on April 12, Zambesi has created a bespoke collection inspired by the P10’s colours, namely the Graphite Black, Dazzling Blue, Dazzling Gold and Prestige Gold.
   The Zambesi collection uses 100 per cent merino wool, black satin and double silk organza gauze in tones of cobalt blue, gold and black, mirroring the P10’s colours.
   The phones will be on display alongside the collection at Zambesi’s Auckland and Wellington stores.
   The new phones promise some class-leading specs, including 5·1- or 5·5-inch screens, larger batteries, 64 Gbyte plus 4 Gbyte RAM, dual Leica cameras on the back and a Leica front-facing (selfie) camera, fingerprint-repelling Hyper Diamond-Cut metal finishing with colours created in partnership with Pantone, a Kirin 960 processor running Android 7, and support for 4·5G networks.
   They also offer Te Reo Māori as a standard language option in New Zealand.
   Huawei is so confident of the P10’s glass that it offers a complimentary three-month screen replacement guarantee. Retail price is NZ$999 for the P10, and NZ$1,199 for the P10 Plus.


Porsche launches video-based 9:11 Magazine, showcasing current range and history


NEWS  by Lucire staff/March 29, 2017/11.59

Porsche has launched a new website, 9:11 Magazine, hosted at a subdomain on its main website, 911-magazine.porsche.com.
   Unlike most web magazines, it’s predominantly video-based, with each edition focusing on a theme that ties back into the Porsche brand. In addition, the material can be freely taken for journalistic purposes.
   The website complements Porsche’s customer magazine, Christophorous.
   The first edition, themed ‘Courage’, leads with a story starring the legendary two-time world champion rally driver Walter Röhrl. A lighter story on the most daring colours of the 911 through the years follows. Front-engined Porsches, such as the 924 and 928, feature in a third story, along with the 944 and 968 that evolved from the former. Finally, there’s a story on the Panamera 4E in the Scottish Highlands. Behind-the-scenes stories are also included, along with stills from the Panamera tour.
   Five issues will be published per annum, in German and English. The theme of the second issue is ‘Pure’, dedicated to the 911.

Converse celebrates 100 years of the Chuck Taylor All Star with a series of films


NEWS  by Lucire staff/March 16, 2017/11.23





Above, from top: The Converse Chuck Taylor All Star. The All Star ’70, evoking the decade of big lapels and platform shoes. The Chuck Taylor All Star II. In black, the lightweight Chuck Taylor All Star Modern.

Converse, which began in 1908, has been making the All Star shoe, later the Chuck Taylor shoe, continuously since 1917.
   It’s the most successful type of shoe in history, with 200,000 pairs sold daily. Its nickname came after Charles H. Taylor, a basketball player for the Akron Firestones, who became one of the shoe’s biggest supporters. By 1932, with input from Taylor, it officially gained his name.
   Converse has been adding variations to the Chuck Taylor shoe over the years, including the Chuck Taylor All Star II in 2015, a premium design with more colours and a liner borrowed from parent company Nike, which bought up Converse at the turn of the century.
   There’s also the Chuck Taylor All Star ’70s model that débuts more colours for spring–summer 2017, a design that harks back to the 1970s but with more cushioning and thicker rubber. Then there’s the Chuck Taylor All Star Modern that’s lightweight, again available in an all-new version this month.
   To celebrate the centenary of the All Star, Converse has launched a digital and social media series that looks at what made the line iconic.
   Millie Bobby Brown presents a video called Chucks in Film, with excerpts showing a previous Chuck Taylor All Star appearance (Michael J. Fox’s shoes in Back to the Future) and an interview with costume designer Stephanie Collie. Long Beach artist Vince Staples, Born × Raised creator Spanto and basketball player Jordan Clarkson discuss how Los Angeles culture impacted on the Chuck Taylor All Stars’ æsthetic. Finally, model Winnie Harlow looks at the Chuck Taylor All Stars’ connection to the fashionable set and youth culture. A final film, Forever Chuck, is a nonconformist commercial that celebrates youth and the Converse brand.
   The four videos are featured below as Converse marks 100 years of its All Stars.

Emily Ratajkowski leads DKNY’s intimate apparel campaign; Anna Nooshin models Hunkemöller’s swimwear


NEWS  by Lucire staff/March 14, 2017/0.40



Sebastian Faena

DKNY has announced its spring–summer 2017 intimates, hosiery and sleepwear campaign featuring model Emily Ratajkowski, photographed by Sebastian Faena in New York.
   The first image was released today, along with a film starring Ratajkowski and styled by Clare Richardson, set in a Manhattan apartment. Ratajkowski walks out of her apartment to walk her dog wearing a DKNY unlined demi bra and boy short from its lace collection. The promotional film appears at DKNY.com and at locations around the city.
   The campaign, #GoodMorningDKNY, also sees Ratajkowski wearing a sheer lace bralette and low-rise bikini, with a mesh Litewear bodysuit paired with a fishnet thigh-high in nude.
   The collections are priced between US$12 and US$62, and are available at DKNY, Nordstrom, Lord & Taylor and Macy’s, on- and offline, and at select international retailers.
   Meanwhile, Hunkemöller has released its swimwear collection, modelled by Dutch new-media star Anna Nooshin, who can claim 358,000 followers on Instagram and 130,000 subscribers on YouTube.
   Nooshin models items from the spring–summer 2017 range in Aruba. The swimwear features embroidery, appliqué detailing and lace-up details. Hunkemöller predicts the season’s key colour is mangosteen.
   She has designed accessories, including a kimono and clutch, to complement the swimwear. Hunkemöller has hashtagged the campaign #AnnaforHKM. The range is available online now via www.hunkemoller.co.uk.











www.hunkemoller.co.uk

Javier Bardem visits the Scottish Highlands’ home of Chivas Regal for future promotional film


NEWS  by Lucire staff/March 13, 2017/12.52

Chivas Regal has teased an upcoming film featuring the actor Javier Bardem, who endorses the brand. Bardem visited Strathisla Distillery, the source of the single malt used in Chivas Regal and, as Lucire discovered in an exclusive tasting a few years ago, the oldest working distillery in the Scottish Highlands dating back to 1786.
   Bardem met Chivas Regal’s custodian master blender, Colin Scott, discussing the art of blending, while director of blending Sandy Hyslop presented him with his own exclusive blend of Chivas Regal Ultis.
   The film will be released through Chivas Regal’s social media channels.
   Bardem appears in Chivas Regal’s Win the Right Way advertising campaign, an affirmation of ethics, selflessness and truth in the face of a turbulent, sometimes incomprehensible world.



La Vie en Rose launches new bra campaign, focusing on comfort and individual beauty


NEWS  by Lucire staff/March 10, 2017/23.43

Canadian brand la Vie en Rose has unveiled a brassière campaign focused on each woman’s individual beauty, a theme that has been emerging lately in marketing intimate apparel.
   Its rival on the other side of the Atlantic, Triumph, has a campaign recognizing a woman’s many roles, and that she must find the perfect fit. La Vie on Rose, meanwhile, also recognizes that women have different needs but she must have comfort. The execution is very different: the Canadian label has a group of models from different ethnic backgrounds, ages (albeit still young) and bust size, promoting each woman’s confidence.
   La Vie en Rose’s Marie-Noël Gervais, VP for ecommerce and marketing strategy, said, ‘Nothing makes a woman more beautiful than the confidence she radiates. At la Vie en Rose, we are convinced that a woman can be confident only if she is comfortable first. Our new Confidence through Comfort campaign is not a repositioning, because comfort has always been a priority for la Vie en Rose. It is an evolution of our image, a clear affirmation of who we are, and of our products’ DNA.’
   She added, ‘We have a social media community that shares a lot with us. They want to feel good first, please themselves before anyone else and accept and enjoy who they are and how they look.’
   A new style, the Sweetheart (above), was also launched to coincide with the new campaign. The design offers the wearer a ‘perfect contour’ without extra padding, and offers a moderate cleavage.


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