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Benetton launches Selfridges line featuring 109 colorways

United Colors of Benetton
United Colors of Benetton

United Colors of Benetton is teaming up with Selfridges on an exclusive capsule collection that will feature items in 109 different colors.

The collection will draw from the Italian brand’s archives and aims to reiterate its colorful history, with a modern British twist. Meanwhile, the vast color choice aims to pay an homage to Selfridges itself: the department store’s iconic yellow is number 109 on the Pantone palette. Shades will vary from bright pop hues to more pastel tones.

“It’s our first collaboration with a department store and it is an exciting new line that celebrates the colorful look, history and Italian ethos of the brand,” said Tommaso Bruso, chief operating officer of the Benetton Group. “It’s a confirmation of the brand’s history. From the Sixties to today there have been social and cultural revolutions and this has become the essence of the brand.”

The unisex collection, which will launch as a pop-up at Selfridges this Friday (September 14) to coincide with London Fashion Week, will feature sweaters, co-ords and accessories such as caps and duffel bags. Prices will range from £10 to £180.

In line with the nostalgia trend that has pervaded fashion for the past few years, sportswear and 90s favorites such as Benetton are increasingly coming back into the spotlight and joining the cultural conversation with collaborations with contemporary brands or retailers.

Sportwear label Champion is another example, teaming up with the likes of Danish cult label Wood Wood and Japanese streetwear retailer BEAMS on exclusively collaborations; meanwhile this month, Polaroid celebrated its 80th anniversary by releasing a limited edition sneaker with Puma that features its iconic rainbow stripe; and from a luxury standpoint, subversive French label Vetements has been responsible for resurrecting a few old favorites on its runways season after season, such as Juicy Couture, Eastpack and Umbro.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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Campaigns film social media

CoverGirl credits 1,000 women with inclusive foundation film

CoverGirl "By The Infinite"
CoverGirl “By The Infinite”

CoverGirl has launched an online video that celebrates the women who have inspired its new TrueBlend foundation, which boasts over 40 shades.

To truly do so, the brand has created a credits section to the spot that rolls for a full 13 minutes and 40 seconds, thanking all of the 1,000 women involved.

Alongside those featured in the spot, the brand has also enlisted brand ambassadors such as HBO series Insecure’s star, Issa Rae, 70-year-old model Maye Musk, and motorcycle racer Shelina Moreda, further emphasizing the diversity of both the shades of foundation and the women who will wear it.

The short film was directed by Australian director Kim Gehrig and features an array of beautiful women of all ethnicities and skin colors dancing on and off the screen in a whirlwind, with the last few seconds bringing all of them together in a staircase frame.

Written over this powerful image are the words “A foundation inspired by the infinite, made for you.”

Fenty Beauty by Rihanna arguably kickstarted the 40-shade foundation hype and led beauty giants such as L’Oreal, Coverfix, and MakeUpForever to launch or expand into new shades. CoverGirl emphasizes however that its TrueBlend foundation was not created as a reaction to a trend, but rather inspired by listening to the needs of its consumers and developing the shades and formula through their feedback.

The spot is part of CoverGirl’s overarching new approach titled “I Am What I Make Up”, which officially substituted its famous “Easy, Breezy, Beautiful” tagline in 2017. The brand has since invested in a series of campaigns where it hopes to show a more mature and inclusive identity.

Highlights of this new approach include enlisting Amy Deanna as a spokesperson, who became the brand’s first model with vitiligo.  In May this year, fitness trainer and influencer Massy Arias also showcased the brand’s mascara while doing a workout, in a message of the importance of making time for one’s self.

CoverGirl "By The Infinite"
CoverGirl “By The Infinite”
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business digital snippets e-commerce product Retail sustainability technology

ICYMI: Fashion’s woman problem, the hologram reality, Zara’s digitally-integrated store

Fashion women
A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Fashion’s woman problem [NYTimes]
  • Holograms: are they still the preserve of science fiction? [Guardian]
  • Zara opens its pioneering digitally integrated store at Westfield Stratford [TheIndustry]
TECHNOLOGY
  • JD.com plans to make courier robots smarter by enabling them to ‘talk’ to lifts, ascend towers [SCMP]
  • Loving the alien: Why AI will be the key to unlocking consumer affection [Forbes]
  • How to succeed at being a crypto and blockchain influencer without really trying [NewCoShift]
  • China’s government casts uncertainty on blockchain evolution [JingDaily]
SUSTAINABILITY
  • Nike, H&M and Burberry join forces for sustainable fashion [Reuters]
RETAIL & E-COMMERCE
  • Sephora is launching in-store beauty classes for trans people [Them]
  • Burberry is successfully steering sales into its own stores [Glossy]
  • Alibaba’s newest initiative aims to make Hong Kong a global AI hub [TechCrunch]
  • This new company is about to make fast fashion even faster [Racked]
MARKETING & SOCIAL MEDIA
  • How we made our own CGI influencer in 48 hours [TheCut]
PRODUCT
  • Fabrics of the past, present and future and the best ways to wear them [ManRepeller]
  • Hue breakthrough: Scientists engineer first active, color-changing fabric [WWD]
BUSINESS
  • MatchesFashion gets a royal wedding boost to top off bumper year [CityAM]
  • Can Walmart crack fashion? [BoF]
  • Nordstrom wants brands to embrace the ‘size spectrum’ [Glossy]
  • New Look accused of ‘fat tax’ by charging more for outfits after size 16 [Telegraph]
Categories
Campaigns Editor's pick Retail

Tiffany & Co. dips NYC in its iconic shade of blue with experiential campaign

Tiffany & Co
Tiffany & Co

To celebrate Paper Flowers, the first jewelry collection under new chief artistic officer Reed Krakoff, Tiffany & Co is color-dipping a variety of New York City icons in its well-recognized “robin’s-egg blue“.

For both fans and unsuspecting city dwellers, Krakoff hopes this campaign will offer a sense of “unexpected discovery and joy”.

Between May 1-4 passersby walking along Prince Street up to Seventh Avenue will be able to glimpse the paper flowers that have been hand-crafted by Tiffany’s creative team, or see one of the many yellow cabs now dipped in the iconic shade. While this takes care of spaces at street-level, Krakoff also made sure to lighten-up the commute for anyone travelling on the subway by immersing select staircases and MetroCards in the uplifting color.

Krakoff told Vogue that when creating the concept of the city-wide installation, he was inspired by what Audrey Hepburn’s character embodied in Breakfast at Tiffany’s: “The juxtaposition of wearing a floor length gown and a tiara while holding a paper bag with coffee and a pastry,” he said. “The idea that luxury doesn’t have to be formal.”

To make it easier for anyone eager to seek out the colorful makeovers, Tiffany has provided a custom Google map that points to the precise locations.

Tiffany & Co
Tiffany & Co

This is not the first time the newly-appointed creative has made headlines with his innovative engagement strategy. In November 2017, Krakoff opened the very first Tiffany café, located on the fourth floor of its Fifth Avenue flagship. Dedicated entirely to the cult Tiffany blue as well, it enables customers to experience the brand in a whole new way; completely engrossing them in the Tiffany lifestyle.

With retail stores increasingly struggling to persuade shoppers to visit their stores, the experiential approach ensures that Tiffany is fully in control of the customer experience. By leveraging the iconic shade of blue that has been adorning the packaging and marketing materials from its inception, Tiffany ensures that customers will instantly draw the connection between the color and the unique heritage of its brand.

UPDATE: As part of the launch, the brand also debuted a short film starring its campaign spokesperson, actress Elle Fanning, to the soundtrack of a remixed version of ‘Moon River’. The short shows Fanning walking and dancing the streets of New York, paying homage to Audrey Hepburn’s famous scene in Breakfast at Tiffany’s where the character sings the now iconic track.

The 2018 version receives a rap interlude by A$AP Ferg and sees Fanning donning a hoodie while showcasing Tiffany & Co. jewellery, a creative direction that is undoubtedly aiming to give the brand a fresher look while presenting it to a younger audience. The remixed track can now also be found separately in Spotify.