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Adut Akech named Estée Lauder’s newest face, campaigns appear July

Filed by Lucire staff/June 3, 2021/21.44

Adut Akech is Estée Lauder’s newest brand ambassador, joining the beauty company’s current roster of models, including Ana de Armas, Anok Yai, Bianca Brandolini d’Adda, Carolyn Murphy, Diana Penty, Grace Elizabeth, Karlie Kloss, Kōki, and Yang Mi.
   Her campaigns for make-up and skin care will begin in July.
   Akech was named model of the year at the Fashion Awards in 2019 and featured on the Time 100 Next list the same year.
   South Sudanese by ethnicity, Akech was born en route to the Kakuma refugee camp in Kenya. Her family then settled in Adelaide, South Australia, where she joined a modelling agency and walked in Melbourne Fashion Week. In 2016, she was cast as a catwalk exclusive in the Yves Saint Laurent spring–summer 2017 show, making her fashion week début. Akech has regularly walked for major labels and appeared in campaigns. She has modelled in editorials in at least seven international editions of Vogue, and covered at least three; she has also appeared in I-D, Elle Hrvatska, L’Officiel Singapore, Numéro, and many others. She recently began working with the United Nations High Commissioner for Refugees (UNHCR) to promote causes supporting refugees around the world.
   ‘To be part of the Estée Lauder family is a dream come true. Estée Lauder has such an amazing heritage, and the story of Mrs Estée Lauder continues to be an inspiration to women around the world. Like her, I hope to inspire girls everywhere to never give up on following their dreams,’ said Akech in a release.
   ‘Adut is one of fashion’s biggest and most influential stars,’ said Stéphane de la Faverie, group president for the Estée Lauder Companies, and global brand president, Estée Lauder and AERIN. ‘We believe her incredible story, personality and beauty will help us continue to inspire and connect with our consumers and establish her as a beauty icon of her generation.’

 


Chiara Ferragni becomes GHD’s first global brand ambassador

Filed by Lucire staff/June 2, 2021/22.16


Chiara Ferragni, who has regularly featured in Lucire’s pages in both print and online, is the new global ambassador for GHD.
   Ferragni, who originally came to the industry’s notice as a blogger, has since branched out into designing and Instagramming (where she has nearly 24 million followers). As a fan of GHD, she said in a release: ‘I’ve used GHD for years and have always shared my good hair days with my community. I’m so pleased to announce that I am the international brand ambassador for GHD.’
   It marks the first time GHD has appointed an international brand ambassador. The announcement coincides with the 20th anniversary of the brand.
   ‘We are thrilled to welcome Chiara Ferragni as GHD International Brand Ambassador during our 20th anniversary year—she is the ultimate global fashion trendsetter who speaks directly to the social media generation and our digital-savvy consumers,’ said Jeroen Temmerman, CEO of GHD. ‘With Chiara’s unparalleled global appeal and GHD leading technology, we are confident this new partnership, and impending new product launch, will help GHD to deliver more good hair days around the world.’
   GHD’s chief marketing officer Montse Passolas added, ‘Chiara Ferragni is an entrepreneur with an undeniable spirit, attitude and unique sense of style—she perfectly embodies the essence and energy of GHD. Chiara was a natural choice for GHD to become international brand ambassador. Chiara loves the brand and genuinely uses it to style her hair, so that it is always flawless and in great condition. She relies on ghd for safer for hair heat styling and long-lasting sleek results.’

 


Zalando launches positive summer campaign preempting a post-COVID era

Filed by Lucire staff/May 22, 2021/23.32




Zalando’s new summer 2021 campaign, Activists of Optimism, is yet another effort signalling hope as COVID-19 vaccines get rolled out among many countries. It aims to spread optimism, ‘through the simple act of making people smile,’ according to the retailer.
   The campaign launches May 23, and comprises 22 videos of 15 seconds each, which have been put together into a single TV commercial shot by Lucy Luscombe, set to the song ‘Show Me Love’ by Robin S., and stills by Jorde Pérez Ortiz. Eleven ‘positive action takers’ feature, including Dutch model Rianne Meijer, British author and influencer Naomi Shimanda, and French dancer Salif Gueye. There is also a Festival of Optimism, a series of events throughout Europe to inspire people to dance, single and smile, culminating in a virtual celebration on June 21, the summer solstice.
   Ralph Rijks, Zalando’s vice-president of global marketing, said, ‘We define activist of optimism through people who bring joy to others and themselves—whether it is a song, a dance, or an innovative make-up tutorial on TikTok, it is these small optimistic acts that connect us and spread joy. The campaign brings to life our 2021 overarching narrative of turning optimism into positive action (for yourself and others) through the joy of living life.’
   German agency Kolle Rebbe collaborated on the campaign.







 


Megan Thee Stallion, Sofia Carson front new Revlon fragrance campaigns

Filed by Lucire staff/April 6, 2021/16.10


Both Megan Thee Stallion and Sofia Carson appear in new fragrance campaigns for Revlon: Stallion for Reign On and Carson for One Heart.
   ‘Revlon’s Reign On is the perfect fragrance for all my Hot Girls. It is fresh and flirty and will complement any summer vibe,’ said Stallion in a release.
   ‘One Heart embraces you with love, a love that we all long for, now more than ever. Every time I wear this fragrance, its beautiful florals and musks comfort me with an undeniable feeling of tenderness and hope,’ added Carson.
   Reign On is a fruity fragrance with top notes of lemon confit and drenched bamboo leaves, middle notes of bright jasmine petals, waterlily and butterfly flower, and basenotes of sheer musks, blonde woods and salty moss. The 30 ml eau de toilette spray retails for US$25 and the 256 ml fine fragrance mist for US$9·99.
   One Heart is a woody floral, with top notes of pink pepper and pear blossom, middle notes of lily of the valley, peony and heliotrope, and basenotes of orris, sandalwood and milky musks. Sizes and prices are the same as for Reign On: the eau de toilette for US$25 and the mist for US$9·99.
   They are available through Amazon and select CVS stores. Hashtags for the pair are #RevlonxMeg and #RevlonxSofia respectively.


 


Zalando’s spring 2021 campaign champions body positivity and broadens views on gender

Filed by Lucire staff/March 22, 2021/12.28






Dan Beleiu

Zalando, the online fashion platform HQed in Berlin, has launched its spring 2021 campaign, Here to Stay, championing diversity, inclusion and the empowerment of women, hoping to inspire and encourage people to broaden their views on gender fluidity and body positivity.
   Launched on Sunday, March 21, the campaign has been shot by Dan Beleiu, featuring real-life pairings. Each image has a statement complemented by the sentence, ‘Here to stay,’ e.g. ‘Sustainability. Here to stay,’ or ‘Acceptance. Here to stay.’ There is also an accompanying film directed by Terence Neale and Emilie Badenhorst, featuring dancer and model Luc Bruyere, Yann Horowitz, an openly gay skateboarder, and body positivity advocate, Yolisa Mqoco. The film’s soundtrack is written and produced by queer British rapper Mista Strange, who also appears.
   ‘This campaign is a celebration of values which are at the core of Zalando, specifically embracing diversity and inclusivity,’ said Barbara Daliri, the company’s senior VP of sales and marketing. ‘These values and the stories of real people matter a lot to us and allow us to engage with our diverse customers. Our values are intrinsic to who we are and how we work: Zalando actively supports an inclusive corporate culture with employees from 130 countries. Last year, we published the Do.Better Diversity and Inclusion Report, laying out our long-term commitment to change towards our employees, partners and customers. This spring initiative further underlines our ambition to be the starting point for fashion for everyone.’
   Anomaly Berlin was the creative agency for the campaign.




 


Chanel promotes 11.12 bag in campaign shot by Inez & Vinoodh

Filed by Lucire staff/March 17, 2021/23.34



Inez & Vinoodh

Chanel has released its The Iconic campaign, starring its 11.12 bag, a reinterpretation of the 2.55 bag created by Gabrielle Chanel in February 1955. The newer bag is the work of Karl Lagerfeld in the 1980s, and features a double-C clasp and a metal chain interlaced with leather. The bag itself is made from lambskin leather as well as grained calfskin, taking materials from Chanel’s ready-to-wear collections. It continues in the Chanel range as a timeless accessory, and is modelled in the campaign by Anna Mouglalis, Rianne van Rompaey, Imaan Hammam, Louise de Chevigny and Zoé Adjani.
   The campaign was photographed by Inez & Vinoodh, who said in a release, ‘The Chanel 11.12 bag is part of your life forever. It is pure perfection in its proportion, simplicity and understated timeless luxury. The five women in this campaign are icons in their own right, they embody the multiple generations that Chanel has touched.’
   ‘The 11.12 bag is simply Chanel. It is one of the iconic pieces that tells the whole story, with all the elegance of the House. It looks like Chanel. I think its iconic status comes from the simplicity of the shape. If you ask someone to draw a bag, this is the one that comes to mind immediately thanks to its ultimate refinement,’ said Anna Mouglalis.
   ‘Everybody, since you’re a little girl, knows what the classic Chanel bag looks like. It has such a history. And especially in fashion, every season everything changes so fast, it’s nice to see these classic bags that have been around for so long. Reinterpreted every time, but with the same DNA,’ said Rianne van Rompaey. ‘It’s the most famous bag in the world. There is something of a fairy tale about it.’
   ‘I think every girl’s biggest dream is to own a Chanel bag. I was able to buy my first Chanel bag when I was 17, and I remember saving so much money for it, it was a mini version of the 11.12, black on black, and I still have it. This bag is just very chic, elegant, very feminine. When I wear it I feel effortless and powerful,’ added Imaan Hammam.
   ‘The 11.12 bag is the iconic bag par excellence. It is a truly timeless bag, which remains as modern and chic as ever. Fashion evolves but there is always this bag. It adds elegance to every silhouette. I like the idea that I will pass it on to my daughter if I am lucky enough to have one. My mother used to have one, and when I was younger I would steal it from her. At first to play with and then when I started going to parties, it was a source of pride,’ said Louise de Chevigny.
   ‘This luxury, this savoir-faire, it has always fascinated and touched me,’ said Zoé Adjani. ‘The 11.12 represents Chanel: the double C, the hidden pocket, the small pockets inside. And it suits me: I love to compartmentalize. With all the history it carries inside, it represents more than a bag: it’s like carrying Paris on your shoulder.’

 


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