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June 17, 2016

Sponsored video: Chris Fonseca breaks barriers, with Smirnoff Ice Electric

Lucire staff/14.12



Via Chris Fonseca, on Instagram

We love ideas that challenge convention (otherwise this title wouldn’t exist), and Chris Fonseca’s work does just that.
   He’s a dancer, choreographer and dance instructor who happens to be profoundly deaf after suffering meningitis as a child. But that didn’t stop Fonseca from developing a love of dance, and it’s that love that the Smirnoff Ice Electric Flavors range taps into with its latest campaign.
   This hasn’t been created cynically for marketing Smirnoff—Fonseca has been teaching in South London, where both deaf and hearing people go to learn how to dance. He has, however, taken the idea across the Atlantic thanks to Smirnoff, and you can see his New York class for yourself on social media (check out Fonseca’s Instagram at instagram.com/cfofficial for more). Among those at one New York class were Jeremy Strong, a choreographer for Jason DeRulo, and C. J. Salvador, a dancer for Justin Bieber, notes Vibe, which attended in May.
   Fonseca’s absolutely right: there’s no reason a deaf person cannot be great at dancing, and he gets his students to count the beat through vibrations, especially the bass. He further incorporates the lyrics of the song into his dance. His aim is to break barriers, and to make sure that that deaf people can do whatever they wish. ‘[Being deaf] does not stop me from making everyday achievements,’ he told the BBC.
   â€˜I always say to those young people not feeling body-positive to keep going, like everyday barriers, challenges, keep going: you don’t know how close you are to making a breakthrough. Keep believing anything is possible. Your time is coming soon.
   â€˜My motto is: dreams don’t work unless you work. Dreaming, believing, and achieving.’
   A very telling image on his Instagram shows Fonseca leading his class and on the mirror are the words, ‘How do you know if you don’t try?’, a term that he has hashtagged as well. Smirnoff, meanwhile, has taken more polished shots for its Ice Electric campaign, promoting its non-carbonated, plastic-bottled line—their idea is that you can take your Smirnoff drinks on to the dance floor more readily than when it was bottled in glass.
   His teaching has reached the media, including a cover story for the British Deaf News, which he hashtagged as his proudest moment.


Post sponsored by Smirnoff

June 16, 2016

Gigi Hadid fronts Stuart Weitzman’s autumn 2016 campaign, shot by Mario Testino

Lucire staff/12.27



Mario Testino

Gigi Hadid is really getting noticed this year, starring in a campaign for Stuart Weitzman launching for autumn 2016.
   Shot by Mario Testino, the black-and-white campaign is, like the spring 2016 one, minimalist—but this time, Hadid is not accompanied by fellow models Joan Smalls and Lily Aldridge.
   The campaign, according to the company, is meant to channel ‘strength and motion’ and Testino was chosen to give the campaign an editorial feel.
   It has been inspired by Hadid’s work-out regimen and shows Hadid boxing and jumping.
   The campaign launches in the US, Italy, France, the UK, the UAE, Germany, Spain, and through Asia. Outdoor advertising will run in LA, New York, Milano, Paris and Hong Kong. Additional video will appear at the Stuart Weitzman website and at its boutiques.

June 2, 2016

Karen Walker Eyewear releases campaign for limited-edition 2016 Superstars range, including Parris Goebel video

Lucire staff/15.00



Mikhail Gherman

Above: Karen Walker Eyewear’s Cosmonaut style (NZ$409), part of its limited-edition Superstars releases for 2016.

Karen Walker Eyewear has just released its campaign imagery for its limited-edition Superstars range.
   The campaign has been photographed and art-directed by Walker’s husband, Mikhail Gherman.
   An additional video, called Karen Walker Dancing Heads, featuring choreographer–rapper Parris Goebel, has also been released, a collaboration between Goebel, Walker and videographer Barnaby Roper.
   The brand releases a limited-edition Superstars line each year, which takes its most famous styles and re-releases them with new colours.
   The Superstars line for 2016 comprise favourites Harvest and Super Duper, with new shapes dubbed One Orbit, Moon Disco, Cosmonaut and Star Sailor.
   The company says this year’s range has ‘astronaut-inspired colourways’, with classic black, Crazy Tort (Karen Walker Eyewear’s popular tortoiseshell style), and yellow and rose-gold mirror with metal detail.
   Superstars is available from Liberty in the UK (from May 5), Barney’s (from May 16), Karen Walker stores (from May 23) and other global partners (from June 1).








Mikhail Gherman

Above, from top: Super Duper, in gold (NZ$349). Harvest (NZ$349). Moon Disco (NZ$349). One Orbit (NZ$369). The remaining three photographs are of the Star Sailor style (NZ$409).

May 5, 2016

Margot Robbie to model in Deep Euphoria Calvin Klein fragrance campaign

Lucire staff/14.03


Neil Rasmus/BFA

Australian actress Margot Robbie is the new face of Calvin Klein’s latest women’s fragrance, Deep Euphoria Calvin Klein.
   The Coty fragrance will début in August, with Robbie appearing in print and on TV. It builds on the goodwill of the existing Calvin Klein Euphoria fragrance.
   â€˜Ms Robbie perfectly embodies the modern femininity of the empowered deep euphoria woman that we believe will resonate with women around the world,’ said Vincent Brun, senior vice-president of global marketing for Calvin Klein Fragrances at Coty Inc.
   â€˜We are thrilled to work with Ms Robbie on this exciting addition to the Calvin Klein Fragrances portfolio,’ said Melisa Goldie, chief marketing officer for Calvin Klein, Inc. ‘Her beauty and talent is an expression of the incredible legacy of women who have been captured in Calvin Klein campaigns over the years.’
   Robbie first came to prominence with her role in Martin Scorsese’s The Wolf of Wall Street, opposite Leonardo DiCaprio, and had the female lead in Focus, opposite Will Smith. She also appeared briefly in The Big Short, based on the Michael J. Lewis book. She will appear this summer as Jane Porter in The Legend of Tarzan opposite Alexander SkarsgÃ¥rd, and as Harley Quinn in Suicide Squad, which reunites her with Smith, and which also stars Jared Leto.
   She follows in the footsteps of Kate Moss, Scarlett Johansson, Christy Turlington, Natalia Vodianova, Rooney Mara, Diane Krüger and Doutzen Kroes.

Ashley Graham, Amanda Bingson and others lead Swimsuitsforall campaign encouraging body positivity

Lucire staff/13.40


Russell James

Online retailer Swimsuitsforall, which specializes in superior, well fitting swimwear for curvy women, has launched its summer campaign, hashtagged #MySwimBody.
   Modelled by Sports Illustrated 2016 Swimsuit Issue cover girl Ashley Graham, activist and model Philomena Kwao, 56-year-old silver fox Nicola Griffin, photographer and mother Jessica Lavoie, and professional athlete and Olympian Amanda Bingson, the campaign kicks off with a video, designed to make women feel empowered, removing the dread many feel when shopping for swimwear.
   Swimsuitsforall wants to encourage women to share a photo of themselves on social media with the #MySwimBody hashtag, proudly showing off their curves, challenge a friend to do the same—with the aim of having 10,000 women take up the cause, regardless of their shape, age or size.
   Graham said in a release, ‘I love bikini season, and I hope the #MySwimBody movement helps every woman feel confident and sexy this summer. I’ll be sharing selfies of my swim body all season long and hope that women across the country feel inspired to do the same.
   â€˜Beauty is beyond size, and we are calling on women everywhere to embrace their curves, especially at the beach or by the pool.’
   â€˜This is the summer of #MySwimBody, when we are encouraging all women to let go of their inhibitions and lose the cover up at the beach,’ said Moshe Laniado, CEO and president of Swimsuitsforall. ‘Swimsuitsforall celebrates all different body types and we’re so proud to once again be leading a movement that inspires women everywhere to feel confident and comfortable in a swimsuit this summer.’

April 16, 2016

Actress Katrin Heß the latest to pose nude for PETA, promoting veganism

Lucire staff/12.46


Marc Rehbeck/PETA


Courtesy Katrin Heß via Instagram

In the spirit of PETA’s earlier campaigns featuring celebrities who would rather go naked than wear fur, German actress Katrin Heß has posed nude to promote a vegan diet.
   Heß has long been public about her love of animals, running a prize draw last year for a rescue dog.
   Last week, Heß teased fans on her Facebook and Instagram, saying that she would be posing for PETA Deutschland. The German arm of the worldwide anti-animal cruelty group revealed her promotional image today.
   Heß said, ‘My choice to be vegan is not a trend, but a conscious decision for me and my love of animals. Since I do not eat animal products any more, I look at my surroundings very differently. For example, I finally understand that not only dogs, but cows and pigs, are sentient individuals … Every animal has the right to a happy and full life.’
   PETA Deutschland notes that 800 million animals are slaughtered or die in Germany alone for the meat, dairy and egg industries, and thousands of millions of fish suffocate on the decks of fishing boats or are crushed in nets.
   It refers German visitors to its Veganstart website, www.veganstart.de.
   The promotional image was shot by photographer Marc Rehbeck. Make-up was by Emile van Tile, using Paul Mitchell products.
   The shoot’s release, along with a behind-the-scenes video, coincides with the return of Heß in RTL’s Alarm für Cobra 11: die Autobahnpolizei TV show, which celebrated its 20th anniversary in March. It will reach its 300th episode in 2016, although its 291st was promoted as the 300th by the network.
   In anticipation of the anniversary, the network over-enthusiastically removed fan videos that it did not even own from a Facebook group last month, under penalty of perjury.
   Heß joins celebrities such as Christy Turlington, Pamela Anderson, Charlotte Ross, Tamara Ecclestone, Christian Serratos, and Eva Mendes in posing nude for PETA.

April 14, 2016

Gwyneth Paltrow stars in Tous’s fourth instalment of Tender Stories, promoting its spring–summer jewellery

Lucire staff/4.16



Gwyneth Paltrow stars in the fourth instalment of Tous’s Tender Stories, promoting its spring–summer 2016 jewellery collection.
   The Spanish-headquarted firm alerted non-Spanish media to the new film earlier this week, although it had been uploaded to YouTube the week before.
   The film has been created by SCPF, the Spanish creative agency.
   Paltrow, playing Alice, starts each day and hears a male voice, but he is not seen with her. Is she hearing a spirit? Is it her conscience talking to her?
   Without spoiling the ending, this latest instalment in Tous’s Tender Stories campaign is about how distance can be bridged when a loved one is far away.
   It does leave us with a few questions—watch the video to find out.
   Víctor Carrey of Puente Aéreo Films produced the film, as with earlier entries in the campaign.

April 11, 2016

H&M launches M.I.A.’s ‘Rewear It’ to mark World Recycle Week; Olivia Wilde supports Conscious Collection

Lucire staff/10.27



Max Larsson

Olivia Wilde is the face of H&M’s Conscious Collection, and promoted it in New York last week alongside her friend Barbara Burchfield.
   She wore a lace skirt and matching blouse from the range, complemented by a Balenciaga leather jacket.
   Wilde and Burchfield co-founded Conscious Commerce, which she discusses in our video below. Her venture encourages companies to work in sustainability into their day-to-day operations, and says that H&M is a good ally, a company that proves that one does not need to sacrifice style for nobler aims.
   On a related note, H&M today (April 11) launches its campaign for World Recycle Week 2016, with a video entitled ‘Rewear It’, featuring British performer M.I.A., who also composed the song exclusively for the company.
   The video encourages people to recycle old or unwanted clothes. The Swedish giant says M.I.A. ‘personifies the conscious consumer with a social awareness.’
   Aaron Sillis choreographed the video, which runs for 3 minutes, 37 seconds and features a cast of music and dance artists and allies in sustainability, shot all over the world.
   H&M aims to collect 1,000 tonnes of unwanted or worn-out garments from its customers worldwide, through its 3,600 stores. It is part of the company’s goal to close the loop in fashion, recycling unwanted garments to create textile fibres for new products.
   â€˜World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,’ she says.

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