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Song Weiling launches new Emporio Armani Meccanico skeleton watch collection on Tmall

Filed by Lucire staff/September 29, 2020/10.57


China already had one of the most lively online e-commerce set-ups before COVID-19, and the pandemic drew even more activity online (see Lucire issue 42, and Lucire KSA September 2020). Emporio Armani is no exception in its dealings inside the Middle Kingdom, with Chinese spokesman Song Weiling (宋威龍), the actor and model, launching its Meccanico skeleton watch collection on Tmall on September 13.
   Song’s appeal to Generation Z (born between 1995 and 2012, according to some) is said to help broaden the brand’s appeal to a younger audience. Since joining Tmall in 2016, Emporio Armani has pushed a number of “hot” products appealing to younger buyers, including a gypsophilia watch series.
   Earlier marketing efforts in September 2019 and August 2020 (for the Qixi Festival) saw Emporio Armani team up with actress Tong Liya (佟麗婭).
   Emporio Armani says that Generation Z will account for 40 per cent of overall consumer purchases this year, hence its keenness to attract the group. Purchases in the 2,500–5,000元 segment have risen by 90 per cent. Tmall, in particular, has managed to appeal to Generation Z users, with the men’s watch category increasing 14 per cent between 2018 and 2019.



 


H&M Studio channels the 1970s, with Irina Shayk, Jameela Jamil, Sasha Lane, Indya Moore

Filed by Lucire staff/September 24, 2020/14.24




The 1970s have well and truly returned, and we don’t just mean with the uncertain economic mood. H&M’s Studio collection for autumn–winter 2020–1 reflects this, too, with a collection called The Refined Rebel, inspired by the 19th-century writer, Violet Paget (who used Vernon Lee as her nom-de-plume), and her residence at the Palmerino villa in Firenze. Despite officially referencing Paget, the style is very much 1970s, with big lapels and a slight flare for suits, including some outlandish colours in green and blue; big-shouldered coats and dresses in a multi-coloured print resembling splashes of paint; recycled polyester frilled blouses; a grey deconstructed sleeveless coat; and chunky-heeled boots. The clothes are gender-fluid, suiting the times, but in the mode of 1970s David Bowie, who was there well before the mainstream. The colour palette is azure blue and malachite green, says H&M, with champagne pink and marbled prints.
   The campaign has been shot separately from different parts of the world, given distancing rules and travel restrictions in place. Barbie Ferreira, Veronika Heilbrunner, Celeste, Alton Mason, Young Emperors and Mia Kong have each done their own interpretations of the collection and the imagery brought together by H&M. Meanwhile, Irina Shayk, Jameela Jamil, Sasha Lane and Indya Moore have donned designs from the range in a series of celebrity images.
   Customers are invited to share their own images from the range.
   ‘The AW20 Studio collection muse is not afraid to challenge the status quo. This collection is for those that celebrate being oneself above all else. We hope our customers feel inspired to dress with a carefree, rebellious attitude,’ said H&M’s creative adviser, Ann-Sofie Johansson.
   ‘In keeping with H&M’s strive for innovation, the H&M Studio team experimented with an exciting new campaign format for AW20. Adapted for today’s climate, this new way of working gives our global cast the creative freedom to style, photograph and express themselves in the comfort of their own space. We hope the new collection and campaign encourages everyone to celebrate their style,’ said Kattis Bahrke, H&M’s head of creative marketing and communications.




 


New Zealand labels Ketz-ke and By Mishco show off designer masks

Filed by Lucire staff/August 31, 2020/23.12


Top and above: By Mishco’s limited-edition masks have proven to be strong sellers. Below left: Ketz-ke’s bold mask designs.

New Zealand label Ketz-ke, featured in Lucire KSA’s September 2020 issue, has, like numerous other fashion labels, created designer masks. Masks—as predicted in Victoria Whisker’s recent story—have become a fashion item, and Ketz-ke’s more than qualify, with their bold designs. They’re retailing at three for NZ$36·50.
   They’re not alone. A new label set up in August reached a milestone when it sold 50 limited-edition masks per hour. By Mishco, founded by Ayla Bligh, set up to provide work for six women made redundant or suffered reduced hours because of COVID-19, sold out of its limited-edition lines within a week.
   Bligh referred to recent statistics that revealed that over 90 per cent of the 11,000 redundancies in New Zealand during the second quarter of 2020 were faced by women. It was her aim to empower women and keeping production local.
   By Mishco has scaled up production of its cotton–linen blend masks to meet demand, and is launching a line of children’s masks. Locals can collect using contactless methods. The company sold through a Facebook group called Chooice and more information can be found at bymishco.co.nz.

 


Breitling launches Endurance Pro at Geneva Watch Days

Filed by Lucire staff/August 27, 2020/10.36




Harold Cunningham

With the start of Geneva Watch Days on Wednesday, CEOs from Breitling (Georges Kern), Bulgari (Jean-Christophe Babin), Ulysse–Nardin (Patrick Pruniaux), H. Moser & Cie. (Edouard Meylan), MB&F (Maximilian Büsser) along with the Conseil d’État de Genève’s Mauro Poggia and other VIPs joined together to open the event. Breitling launched its Endurance Pro sports’ watch at the event, and brought in its spokespeople—Ronnie Schildknecht, Daniela Ryf and Jan van Berkel—to the Hotel Four Seasons for it.
   The Breitling Endurance Pro is described as ‘the ultimate athleisure watch’ with a COSC-certified Breitling Caliber 82, with a SuperQuartz movement (said to be 10 times more precise than regular quartz), and far brighter colours than we’ve come to expect from the Grenchen-based firm.
   The case measures 44 mm, and despite the size, the watch is particularly light, with the company’s Breitlight material, which is 3·3 times lighter than titanium and 5·8 times lighter than stainless steel. Breitlight is non-magnetic, thermally stable, hypoallergenic, highly scratch- and corrosion-resistant, and feels warmer to the touch than metal. Hour and minute hands are coated with fluorescent SuperLumiNova. Price-wise, it is expected to be lower, bringing in new customers.
   The Endurance Pro features a pulsometer scale and a rubber strap that matches the inner bezel ring. Customers have the option of adding Outerknown Econyl yarn NATO straps. The watch is water-resistant to 100 m and comes with a two-year warranty.
   Inspiration comes from the 1970s’ Breitling Sprint, which incorporated a pulsometer, and which also came in a series of bright colours.















 


As predicted in Lucire six years ago: Ikea moves into fashion

Filed by Lucire staff/August 20, 2020/13.08


It took six years for the prediction to come true: author and management consultant Stefan Engeseth forecast in 2014, as first published in Lucire, that Ikea would extend its brand into fashion next.
   The story, which ran here first, was eventually picked up by the international media.
   Last month, Ikea announced it was releasing its first clothing line through its Harajuku store in Tokyo, with pre-sales beginning on July 31. The collection, dubbed Efterträda, features streetwear staples, as well as a tote bag, bath towels, an umbrella and water bottles.
   The clothing and bags are made from eco-friendly cotton and the water bottles are reusable.
   Helping launch the line’s look book are Bunta Shimizu, Moeka Shiotsuka, Kyohei Hattori, and Nene.
   Engeseth says, ‘It’s amazing, fun, and cool to see how Ikea is moving. Since fashion brands such as Zara and H&M are moving into furniture, it is necessary to stay modern and relevant.
   ‘The potential of dressing up over 100 million Ikea family members has the potential to be bigger than many fashion brands today.’

 


Blenders goes beyond sunglasses and snow goggles as it launches blue light-filtering eyewear

Filed by Lucire staff/July 8, 2020/20.59




Nick Ramsey; Blenders

Blue light glasses are definitely a sign of our times, and that we may be spending far too much time in front of our screens. There are still many cellphones that don’t have blue light filters, and television manufacturers are obsessed about how bright their sets can go—just head into any retailer—and not about the long-term effects of living with their screens for years.
   So, instead of creating technology to serve and adapt to us, in comes another business to help us adapt to technology. Blenders Eyewear is the latest to get into the blue light glasses’ game, with two designs in four colour combinations as part of its introductory line.
   To Blenders’ credit, and in line with their existing sunglasses and snow goggles for those pursuing an active life, the designs are very stylish. The L Series features a square, lightweight frame, with bright colours. The Coastal has a rounder frame, with subtle splashes of colours on the arms. All are priced under US$50.
   Blenders began as a backpack business on the beach in 2012, and grew quickly to become a global brand. Find out more at www.blenderseyewear.com.


 


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