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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 Gar√ßons, 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.
   ‚ÄėWe are thrilled and super proud that I-D‚Äôs 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 C√≠rculos de Fuego, Bamb√ļ 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 ‚ÄėVery Xmas‚Äô, 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‚Äôre sure readers can think of some real ones that have had that name over the years.)
   However, unlike other ‚Äúbringing to life‚ÄĚ 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‚Äôt just a special time of the year, but a different world altogether.
   Cheekily, the Very.co.uk team has even put together a ‚Äúbehind-the-scenes‚ÄĚ video that doesn‚Äôt give the game away: the conceit there is that Cotton and her friends really have been shrunk to miniature, √† 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.
   ‚ÄėVery Xmas‚Äô is running across all media and is Very.co.uk‚Äôs 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 Est√©e 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.
   Est√©e 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 Est√©e 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.
   ‚ÄėIt 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‚Äďwinter 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‚Äôs expertise lends itself easily to the world of apparel. ‚ÄėFashion is an expression of how to package and sell design,‚Äô 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 ‚Äútailored‚ÄĚ at home in inventive ways without the need for complex sewing.
   ‚ÄėEmotionally, this connects people to how life was in the beginning,‚Äô he says. ‚ÄėCustomers can personalize and ‚Äúhack‚ÄĚ the designs.‚Äô
   Jack Yan, publisher of Lucire, and a branding expert in his own right, says Engeseth‚Äôs ideas have a great deal of merit.
   ‚ÄėThis taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanŇďuvring many existing fashion labels,‚Äô says Yan. ‚ÄėIkea has an international retail base and it has distribution down to a fine art.‚Äô
   For completed clothing, Engeseth says that Ikea could offer Unisex dressing, without the divisions of male and female, but as an ‚ÄėIkea member‚Äô.
   He sees Ikea clothing as being high-tech and low-cost, harder-wearing than the apparel found in mass-market retailers.
   ‚ÄėWe‚Äôre 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,‚Äô he says.
   ‚ÄėYou could even extend this hard-wearing philosophy into wedding gowns‚ÄĒafter all, there are already some people opting to get married in Ikea stores.‚Äô
   Engeseth says Ikea could offer the clothing range to its fans first, so they have a ‚Äúuniform‚ÄĚ, much like football teams.
   ‚ÄėThere are 57 million Ikea ‚Äúfamily members‚ÄĚ already, so let them be the only ones who can buy the clothes first. This would be the longest catwalk ever.‚Äô
   He goes further, saying that those wearing Ikea clothing could qualify for greater discounts at the point of sale. ‚ÄėNot only will this build their tribe, it will ‚Äúdress it up‚ÄĚ to become a worldwide community.‚Äô
   Fans who have furnished their homes could host ‚ÄėIkea days‚Äô, where dressed-up fans could invite their friends to their homes, which become pop-up fan showrooms. ‚ÄėThat 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,‚Äô he says.

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October 17, 2014

It’s Heidi Klum Intimates as the German model takes over from Elle Macpherson at Bendon

Lucire staff/4.33

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Model and businesswoman Heidi Klum will succeed Elle Macpherson with her own lingerie line at Bendon, the company announced today.
   Elle Macpherson Intimates, which first launched in New Zealand in 1990, has established itself as Bendon’s flagship range. As of January, the entire range will be renamed, and Klum will take over Macpherson’s role as the creative director and the face of the brand.
   Heidi Klum Intimates will appear in 1,800 retail locations worldwide.
   The other Macpherson lines will also be rebranded. The men’s line will be named HKMan, and the accessible line will be called Heidi by Heidi Klum.
   Bendon says there will be extensions into swimwear.
   In the last 25 years, Elle Macpherson Intimates had become the largest celebrity-endorsed intimate apparel collection the world, says Bendon.
   In a release, Bendon CEO Justin Davis-Rice called Macpherson ‘a great partner to Bendon’ as the association ended.
   ‚ÄėFrom the first meeting [with Klum] it was obvious that we were destined to collaborate and work together‚ÄĒher energy, work ethic and passion for lingerie is incredible. I am looking forward to working with her as we continue to build on the heritage of our Intimates brand,’ he added.
   Klum said, ‘I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry. In addition to spending a majority of my career modelling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.’
   Both Davis-Rice and Eric Watson, who co-owns Bendon through his Cullen Investments, citing the globalization of the intimate apparel market, see Klum was being a recognizable face who the company can leverage. Sister brands include Stella McCartney Lingerie, Pleasure State, Fayreform and Lovable.

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October 15, 2014

Out now: Chanel releases new No. 5 campaign with Gis√®le B√ľndchen, directed by Baz Luhrmann

Lucire staff/4.59

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After teasers this week, Chanel has now premi√®red its new No. 5 campaign, The One That I Want, starring supermodel Gis√®le B√ľndchen, and written and directed by Baz Luhrmann. Academy Award winner Catherine Martin oversaw the production design.
   Luhrmann directed the 2004 campaign for Chanel No. 5 with Nicole Kidman.
   In the last 10 years, Luhrmann says that the focus has changed. With the Kidman campaign, he says it was about a woman breaking free, then return to reality. Today, B√ľndchen plays a woman who listens to her heart, free to make her own choices.
   ‚ÄėThe Chanel woman can be with herself on a beach, can be with her child, can have an aspirational and fulfilling work life, and at the same time she can have a true relationship; she can have romance. And in the end, the Chanel woman chooses love,’ says Luhrmann.
   Earlier, the director explained why B√ľndchen was the perfect casting: ‚ÄėShe can be on the beach one moment and incredibly athletic. She has children. She has a very, very significant relationship. And yet, she has a career where she can create aspirational, sensual, incredibly glamorous imagery, and somehow, what‚Äôs most important to her, ‚Ķ is love, to really be fulfilled. And I think that‚Äôs what we try to convey in this little film.‚Äô
   Chanel says the new film, which is 3 minutes 23 seconds‚ÄĒand cut to 30- and 60-second versions, ‘tells the story of a woman who struggles to find space for everything‚ÄĒherself, family, career, and love.’
   The film itself is emblematic of Luhrmann’s earlier work: glamorous, romantic, with mixed historical eras and music playing a huge role.
   Chanel has also released behind-the-scenes videos, including one on the costume design and another on the locations (including Fiji, Montauk, the Queensboro Bridge, and Manhattan), as well as interviews with Luhrmann and B√ľndchen.
   Other Chanel No. 5 campaign directors have included Ridley Scott, Luc Besson, Kathryn Bigelow, Jean-Pierre Jeunet, and Martin Scorsese.
   The accompanying music is Lo-Fang‚Äôs cover of ‚ÄėYou‚Äôre the One That I Want‚Äô, composed by John Farrar.

The making-of

Baz Luhrmann

Locations

Costume design

Song

The fragrance

Interview with Gis√®le B√ľndchen




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August 28, 2014

Sponsored video: how to make it with a cowboy, with Sauza

Lucire staff/23.48

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A Lucire special promotion

Plenty of brands tap in to the spirit of the US cowboy, most notably the Marlboro Man. The imagery is enviable: the romantic notion of freedom, the wide open spaces, and a carefree nature that is a welcome break from the stresses of urban life.
   You don‚Äôt necessarily expect a Mexican tequila brand like Sauza to tap into the same spirit, since its heritage is found in the dons of M√©xico. Don Cenobio Sauza made tequila‚ÄĒhe was the first to give it the name‚ÄĒat la Perservancia in 1873. However, the US connection does date from the 19th century when Don Cenobio exported the drink north of the border. For three generations, the dons were still making Sauza.
   While Sauza did not originate in the United States, the brand certainly has a long connection with the country. Now owned by Suntory of Japan, which has usually preserved the national origins of each brand, Sauza has expanded from its tequila roots to a new line of sparkling margaritas.
   Its latest spot is introduced by an American cowboy, targeting women who want the feeling of the great outdoors in a drink. He pledges to bring the Sauza sparkling margaritas‚ÄĒa drink whose fizz conveys the calming, refreshing sense of a countryside river.
   It‚Äôs a subtle sell with a rugged, Caucasian American male‚ÄĒand being a southern gentleman with a ten-gallon hat is a step up from another soda brand whose delivery man takes off his shirt in front of an office block.
   The website, meanwhile, has the cowboy making margaritas, but with a twist, as well as crafts, all involving Sauza‚Äôs latest addition. You will need to sign in to YouTube to watch them, but they take you right to the heart of the campaign for that perfect, sophisticated ladies‚Äô night.


Post sponsored by Sauza

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