RIHANNA X LVMH : FENTY LAUCHES THE 1ST ADVERTSING CAMPAIGN
New information has been released on the collaboration between Fenty and LVMH. Indeed Rihanna, who has carte blanche in the creation of this brand, unveiled the first advertising campaign. Nineties influences, with models of different ages and skin colors dressed in wide costumes, workwear suit, total jeans look, the colors are dark: black, white, beige or powder pink. Pieces inspired by Rihanna’s style with the same spirit as her lingerie and beauty brand based on inclusivity. The creations will be available on the Fenty.com website from May 29th, and in different pop-up stores, notably in Paris. The brand aims to go against the trend since it will evolve outside the traditional fashion calendars but according to the “See Now Buy Now” system.
DIGITAL BAGS: A NEW CREATION BY LOUIS VUITTON
Louis Vuitton unveiled its new digital bag at its latest cruise show in New York City. This prototype, launched in 2020, was created in partnership with a Chinese startup: Royole, a pioneer with other manufacturers of folding smartphone screens. This bag allows the user to watch videos or photos on the bag’s touch screen, controlled thanks to her smartphone.Bernard Arnault said he emphasizes digital innovation: “LVMH is very connected to these new technologies, to the digital world. And luxury, high quality products, are highly interactive worlds with the digital world. Their future, their development, their growth, are linked to it”.
© 2019 AFP-Relaxnews
© Stella McCartney
STELLA McCARTNEY PARTNERS WITH GOOGLE FOR A MORE RESPONSIBLE SUPPLY CHAIN
Google announced at the 2019 Copenhagen Fashion Summit its collaboration with Stella McCartney for a transparent supply chain. Through data analysis and artificial intelligence, this partnership aims to more accurately track the supply chain, which is considered “fragmented and not very transparent”, in order to identify and improve ecological impact points. Stella McCartney is the first company to benefit from this tool, which should be developed and applied to the entire product design chain.
BURBERRY : THE MONOGRAM FOR ALL !
Ricardo Tisci, the artistic director, has created an exclusive collection featuring his new monogram: the intertwined initials TB, celebrating Thomas Burberry, the brand’s founder. This collection is based on the brand’s own beige colour, 100% monogrammed prints, or striped variants emphasizing diversity. Indeed, the advertising campaign features the top Gigi Hadid who plays 4 characters: the woman, the man, the girl and the boy. A mix of genres, styles and generations.
© Ralph Lauren
RALPH LAUREN CELEBRATES THE LGBTQIA + COMMUNITY
Ralph Lauren is creating a capsule collection called Pride to celebrate the LGBTQIA+ community, with the proceeds going to the Stonewall Community Foundation. The American brand is developing 5 pieces for adults and children (t-shirt, polo shirt, sweatshirt, shopping bag and a cap) and revisiting the famous logo in the colours of the rainbow. The advertising campaign involves a variety of personalities: such as actress Josie Totah, skier Gus Kenworthy and soloist Harper Watters.
LE BON MARCHÉ INAUGURATES A NEW FLOOR DEDICATED TO PERSONALIZED FITTINGS
A renovation of part of the offices has been orchestrated in order to create “private rooms” dedicated to personalized fittings. Originally, this space of the building, at 24 rue de Sèvres, was part of the office of the founder Aristide Boucicaut. This floor is articulated like an apartment, with different living spaces. A lounge, a library, a desk and a bar area. This space is accessible by appointment only via personal shoppers and stylists who welcome customers for fittings with personalized advice. This privileged experience for customers also allies digital technology since connected mirrors allow you to take pictures or videos with the outfits you have tried in order to choose more easily and save the data for a future visit.
© Le Bon Marché