Demi Lovato to Be New Face of N.Y.C. New York Color
Color cosmetics line N.Y.C. New York Color is doing something it’s never done before: hiring a celebrity face. Demi Lovato will represent the full range of New York Color products, including products for the eyes, lips, face and nails. She will be featured in global multimedia campaigns, including print, digital, in-store and social-media platforms.
Lovato was chosen, “because she’s more than just a pretty face. She encourages dreaming and aspiration, but she’s still very approachable. Having a celebrity ambassador not only will this boost brand awareness globally, but gives the young customer base an emotional connection with the brand. The first ads featuring Lovato are scheduled to break in the first quarter of 2015.
Louis Vuitton Launching Biannual Magazine
In October, French leather-goods giant Louis Vuitton will begin distributing a new biannual, in-house magazine called The Book, whose first issue boasts Charlotte Gainsbourg on the cover and an interview with Catherine Deneuve inside.
The debut issue, spanning 126 pages, also includes a men’s-wear shoot in Iceland by Peter Lindbergh and a feature telling the story behind vintage Keepall bags in monogram canvas, the oldest being 31 years old. The glossy is to be translated into 11 languages and mailed to select customers.
Sears Mimics Zara’s Fast Fashion Approach
Carlos Slim, following the lead of fellow billionaire Amancio Ortega, is freshening up his Sears outlets in Mexico with an of-the-moment sense of style in a bid to boost profits. The retailer is joining the ranks of Ortega’s fashion empire Zara by introducing new brands that quickly convert the latest runway styles of clothes and accessories into cheaper, mass-distributed goods. It’s a change of pace for Sears, which opened its first store in Mexico City in 1947 and whose 82 Mexican locations are now owned by Slim’s Grupo Sanborns SAB.
Imitating Zara’s fast-fashion strategy provides a greater long-term opportunity for Sears because it can draw more customers to visit the store more often, with return visits to look at rapidly changing merchandise.
– Selicia A. Walker
Source & Photo: WWD
Today's Fashion Headlines: Demi Lovato Face of N.Y.C. New York Color, Louis Viutton Biannual Magazine, Sears Takes On Fast-Fashion
September 26, 2014