S like………. Shakira

José Amorim
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Shakira is the next Celebrity with a fragrance. She signed a multimillion dollar contract with the Beauty Group Puig. If you remember, Puig has a great experience in Celebrities fragrances thanks to Antonio Banderas. The spanish actor brings millions to Puig Beauty Group thanks to a challenging distribution and marketing campaign.

Puig believe they can do the same with Shakira. As you know she is the biggest Latino singer in the moment with her 50 million album sold during her career. The new fragrance will be called “S” as Shakira. Experts thinks the sales potential can be big, some talked about 35 to 40 million dollars.

The launching date is september 2010 and we might find the product over more than 10,000 point of sales around the world. I hope she will do the Video herself!
LA

New Bentley Continental GT Convertible

Arsene Wargas
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3
Reading Time: 2 minutes

The Goodwood Festival of Speed, commonly abbreviated as FoS and referred within the United Kingdom as the Festival of Speed, is an annual hill climb featuring historic motor racing vehicles that is held in the grounds of Goodwood House, West Sussex, England. It was started in 1993 by the present Earl of March in order to bring motor racing back to the Goodwood estate – a location steeped in British motor racing history.

This year, Bentley decided to reveal and display its new Continental Supercar Convertible. The sophisticated luxury car accelerates from zero to 60 mph in 3.9 seconds and has a top speed of 202 mph (308Km/h). It is a beautiful masterpiece from Bentley. As a reminder, Bentley Motors Limited is a British manufacturer of automobiles founded on 18 January 1919 by Walter Owen Bentley (known as W.O. Bentley or just “W.O.”). Bentley had been previously known for his range of aero-engines in World War I, the most famous being the Bentley BR1 as used in later versions of the Sopwith Camel. Since 1998, the company has been owned by theVolkswagen Group of Germany. The firm is based in Crewe, England with their Central Production Facilities being based there.

Watch here a great film about this new high-end car:

LA

Orlando Bloom, the new Boss Orange face

José Amorim
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4
Reading Time: 2 minutes

It is official, Orlando Bloom, famous english actor, will be the new face for Boss Orange fragrance for men. We all know the brilliant career he has. Orlando Bloom was born in Canterbury, Kent, England. According to Wikipedia, “He had his break-through roles in 2001 as the elf-prince Legolas in The Lord of the Rings and starting in 2003 as blacksmith Will Turner in the Pirates of the Caribbean trilogy of films, and subsequently established himself as a lead in Hollywood films, including Elizabethtown and Kingdom of Heaven. He appeared in the ensemble film New York, I Love You, and will have roles in Sympathy for Delicious and Main Street. Bloom made his professional stage debut in West End’s In Celebration at the Duke of York’s Theatre, St. Martin’s Lane, which ended its run on 15 September 2007. On 12 October 2009 Bloom was named a UNICEF Goodwill Ambassador. In late 2007, Bloom began dating Australian model Miranda Kerr. The couple’s engagement was announced on June 21, 2010.”

Boss is investing massively in the spokesperson business. In deed, from almost unknown models to superstars. A L’Oréal or LVMH strategy. The first fragrance
under the Boss Orange Label for women has Sienna Miller as spokesperson. Il was the first time Boss got a great hit with feminine fragrances. Now, the masculine fragrance will follow with Orlando Bloom pretty face. The actor is happy with this project as he believes the brand fits his image: Casual, chic yet sophisticated and relax… More information to come.

See here the video for the feminine fragrance. It gives us the tone for the new one upcoming.

Seduced?
LA

Nycked, how to reinvent swimwear

Arsene Wargas
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6
Reading Time: 2 minutes

When true new yorkers revisit one of the fashion standards, you get more than just fashion, you get an aspirational lifestyle… and that it is Nycked. This might be one of the most interesting exercises on a very mainstream glamourous fashion segment: the Swimwear. The recipe is a quite exquisite one. For a great Swimwear collection, you always need a brazilian around. Brazilians are experts on the glamour you might generate with a gentle piece of clothe. Then, you need a great artist and you place both in New York, a city where everything is possible… then you get Nycked. Here is what the brand says on their Facebook page:

“NYCKED swimwear is born from the vivid energy of both Lorenzo Martone of ARC NEW YORK/Chandelier Creative and Jules Kim of Bijules. Hailing from Brazil and the American South, the two recognize the aspirational lifestyle of being a New Yorker as one overflowing with style, intrigue, elegance and intimacy. NYCKED offers an alternative to standard beachwear and gives anyone the opportunity to live the New York look.”

Here the video where Jules Kim explains the project. She looks a very inspiring person, check it out here:

This year I though summer would be boring but thanks to this great collection, I find now summer more “spiced up”. It is sexy, sophisticated, highly aspirational, looks very well executed and there is a lot of talented people behind. I also find there is a punk rock influence, that of course pleases me a lot. it makes it dynamic, active and edgy. We can also appreciate that the people behind  have a “fashion background” and not a swimOutdoor past… it helps to see things on a different new perspective.

I have chosen some visuals that trully represents my idea of the brand, do not hesitate to go to their website and check others looks. Check their Facebook page here and do not hesitate to link to their website: http://www.nycked.com or the Twitter channel on http://www.twitter.com/nyckedswimwear

Let’s hope this project goes through and that other things might come from Nycked…

What do you think?

LA

Burberry presents its Make up Collection

José Amorim
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24
Reading Time: 2 minutes

This summer, Burberry fans will be glad. It will be the birth of Burberry Beauty. A full Make up collection, based on the refined taste of Christopher Bailey, the Brand Artistic Director.

As a friendly reminder, Burberry was founded in 1856 by Lord Thomas Burberry. In that year, our modern gentleman-Dandy created his first outdoor outfits for elegant sportsmen. Today the Brand evolved in a tremendous successful story and has become one of the leading luxury brand around the world. We can define Burberry thanks to its authentic british heritage and its globally recognised icon portfolio: the trench coat, trademark check and Prorsum horse logo. Of course, this great success brought a multi category competence: Womenswear, menswear, non-apparel, childrenswear, fragrances and now Make up (finally).

Christopher Bailey, created a classy and yet fashionable collection. He graduated from the Royal College of Art with

a Masters degree in 1994 and later received an honorary fellowship from the College in 2004. From 1994 to 1996 he was the Womenswear Designer at Donna Karan and Senior Designer of Womenswear at Gucci in Milan from 1996 to 2001. He joined Burberry in May 2001 as creative director and became chief creative director in November 2009.

With the new Make up collection, Mr Bailey got his great inspiration from Catwalks and created a high end sophisticated Make up products, revisiting the Nude theme in a more trendy feeling. It is a short range but a complete one. You can find basically:
– Foundation
– Self Tanning pouder
– Eye pencil
– Lipstick

All these products will be sell into the perfect IT vanity. Price range will be between 18€ to 41€. Much cheaper than a Trench Coat 🙂
For the Advertising campaign, the brand has chosen  Mario Testino, the famous fashion fotographer and exclusively british models (as very often). The brand chosed Lily Donaldson, Rosie Huntington-Whiteley and Nina Porter. Get “trenchty” this summer.
LA

Hermès and the dark side of the Force?

Arsene Wargas
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6
Reading Time: 2 minutes

Hermès always make us dream inside their advertising campaigns. Some of them are between a Art photo and a Film. This Fall, Hermès proposes its darkness Tale… Between a Conan Doyle, modernized Sherlock Holmes and a Clean Tim Burton… While some spend their nights dreaming of Twilight the movie… I dream of Dark Hermès…

The new campaign was done by the italian famous photograph Paolo Roversi. He is nowadays one of the most influent fashion photographers. He worked with the greatests (Helmut Newton, Peter Knapp, Guy Bourdin or Laurence Sackman. Mr Roversi had the inspirational universe of Baroque Victorian glamour that brought to the Hermès campaign this glam dark side.

He photographed all top models around the world and today he works for all Fashion magazines like Vogue, Elle, Marie Claire… Here some of my prefered photos of Paolo Roversi. Some of them are very well known and even used by lots of brands too.

But, back to Hermès. Here the famous italian photograph displays all his talent on the silhouette of feminine top model Constance Jablonski. She is a young french 20 years old model but she already seduced all the greatest creators. From
Moschino, to Cesare Paciotti, Dries Van Noten or even Diane Von Furstenberg. She was the face for Estée Lauder last year. During the 2010 Spring/Summer season fashion weeks, she blew the record of 70 different catwalks for one season! She is THE face right now. Here are some other photos of the Hermès Campaign that I love the most. This is a fantastic timeless tale. From QueenVictoria londonian souvenirs to today’s streets… We could write a thousand stories about it. And you?

LA

And finally Art went online… buy it here!

Arsene Wargas
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1
Reading Time: 2 minutes

What if your favorite Sally Mann or Andy Warhol would be available for you directly via your computer?  That is the goal and the aim of THE NEVICA PROJECT.

Imagine a virtual gallery or gallerist that can connect artists with potential buyers. As they say, instead of bringing the world to the world of Arts, they bring Arts to the world. Interesting concept that already pleased different artists like Sally Mann (I love her work) or Warren McKenzie.

Nevica comes from the italian and it means “It is snowing”. Here, it represents a project that will grow little by little and hopefully will become big.

The Nevica Project was created by Jayson Lawfer. He has a great experience in the world of Arts as he spent most of his career as an accomplished artists (Ceramic) and as a Curator for several exhibitions.

Basically, you connect to www.thenevicaproject.com and have a look into the different galleries. Once you find a Artwork that you like, you can send an email in order to get the price and the link to place an order. This can of course protect and respect the Artists work without showing prices in the internet (especially that we know that prices in art are very changing.

I find this project very interesting as it places Art in an interesting thinking. Piece of Art vs Consumption Goods, Rare and elitist vs Spread and Accessible… interesting debate that The Nevica Project brings on the table. At the same time, this project respect the Artists ethics and the buyers privacy as the 21st century gallerist… e-volution or re-volution? It is up to you.

The company also proposes consultancy services for private collectioners or/and professional gallerists as Mr Lawfer has a great experience in the sector.

LA

Rosa Cha… Lingerie Fall 2010!

Arsene Wargas
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Reading Time: < 1

The young yet talented brazilian brand, Rosa Cha, revealed its new collection for these fall 2010… about Lingerie. Rosa Cha is a very well know brand in the world about Swimsuits. Today, they took all the femininity they created in the swimsuits and try to add an extra glamour. And we can see it is pretty well done. The brand stylist and founder, Amir Slama, explains very well his collection. It is an interesting blend of 2 worlds: the world of Lingerie for the traditional materials and the world of Diving with the cutting edge shapes. See here the video of the full collection.

What do you think?

LA

Diesel, from stupid to californian glamour…

Arsene Wargas
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14
Reading Time: 3 minutes

Diesel_logo

I take the time during my train travel between Paris and Basel to talk about the new campaign of Diesel, the fashion brand (and not the british music band).
DieselStupidWe all know the ad campaign “Stupid by Diesel”. Basically, Stupids do it better… That could be a nice tag line for a T-shirt or for twitter #stupidsdoitbetter 🙂

It is a clever ad campaign because it plays with the No-star attitude. A part from the idea of a well organized marketing campaign, at least Diesel had chosen Humor as a claim. Which I must say it is rare.

diesel swimwear 2010With the new 2010 swimming collection, we can see a re-evolution of the concept. They kept the wicked context of some scenes and added a “cool mood”. Welcome to the “California girls attitude”.

With the sharped design of Wilbert Das, the Creative Director of the brand, we can see here theDieselIntimateSpring2010return of the californian glamour… with a 60’s hint. So juicy. It is time for Beach Boys sound and californian roadsters.

Diesel has done a great work through out the years taking the italian Jeans company to the odds of fashion. The company was founded by Renzo Rosso and his former boss Adriano Goldschmied of the AG Jeans company, in 1978.

Diesel’s milestone years include 1985 (Renzo’s complete acquisition of the company).
1988 the hiring straight out of fashion college of current head designer and Creative Director Wilbert Das.
1991 beginning of the international marketing strategy
1996 opening of Diesel’s first flagship store on New York City’s Lexington Avenue.
2007, the company launched a major intimates and beachwear division for men and women Diesel Black Gold was announced in November. The company has around 2,200 employees in 18 subsidiaries across Europe, Asia and the Americas. Its products are available in 5000 retail outlets, of which 300 are Diesel-branded stores.
2009 annual sales were approximately €1.3 billion.
(source: wikipedia)

WILBERT_DASWe can say that part of Diesel success is the creative energy of its Creative Director, Wilbert Das. He is a Dutch fashion Designer born in 1963. He graduated in 1988 from the famous dutch academy of Fine Arts in Amhern. His graduation collection was brilliantly welcomed by the press and his pairs as a cutting edge yet wearable clothes. His inspirations are the workwear and the heavy industry & street culture. Destructured cuts, blend of materials made the birth of Wilbert Das style.

After graduating, Wilbert Das met Renzo Rosso, the co-founder of Diesel and he offered right away a job. Since then he has been developing the Diesel attitude and style.

DieselIntimateSpring2010Each advertising campaign is treated as a rich artistic blend. Das’ creative messages like: “for a successful living” are always put on stage by brilliant photographers. Previous collaborations: Ellen Von Unwerth, Terry Richardson, Mert Alas, Marcus Piggott, or David LaChapelle.

In recent years the company has driven its attention to endorsing young creativity by sponsoring several projects such as the Diesel-U-Music Contest[1]. Diesel has been the founding partner of International Talent Support in its various forms. Diesel has also offered sponsorship and creative contribution to the 2006 edition of Vienna’s Life Ball AIDS charity, as well as the Sundance Film Festival.

Diesel’s innovative approach to marketing has let it to be perhaps the first clothing company to market their clothing in video games, and has developed innovative approaches to fashion shows.
In December 2008, Diesel announced a marketing partnership with Sony Computer Entertainment Europe, to sell their designs in Sony’s virtual world, Playstation Home.

Diesel power then.

LA

 

Calvin Klein X, hot summer…

Arsene Wargas
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3
Reading Time: < 1

Here is the new underwear collection of Calvin Klein, called X. It is quite unusual to see how strongly masculine sexy it is. Calvin Klein always played a kind of soft masculinity and today it is almost a David Beckham Armani AX underwear campaign…
Hot summer….

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