Written by Fashion Tales


    ”The Importance of Wearing Clothes”

    Daniel Lee is once again showing us the importance of wearing impeccably designed clothes. Earlier this week Bottega Veneta reviled their Spring Summer 21 collection, the show that was presented in secrecy back in October for a limited and Covid-19 restricted number of  people now made its scene to the public eye.

    In a stated voice over artist Neneh Cherry 
    Questions beauty, clothing and what feelings it brings to her. 

    What is beauty? The rough and the smooth. The straight, the narrow, and the inside open”

    ”I feel that the thing that we wear, the thing that we put on our body is like a second skin”

    The show that was influenced by the 70s strikes all rights in pastels and will be launched this summer. 

  • Chapter One of CHANEL’s 100th year Anniversary of N°5

    Written by Yasmine Mubarak by Fredrik Hultén

    Next year, in 2021, the legendary perfume,  N°5, turns 100 years. First out in this celebration is both a new face of Chanel Fragrance, but also a new rethinking of the historic perfume.

    Chanel is writing a new chapter in the story of its legendary perfume, where the power house wishes to portray a woman of her time, whose radiant energy responds to the force of lunar attraction. As a new face of this energy and campaign Chanel’s Head of Global Creative Resources Fragrance and Beauty Thomas du Pré de Saint Maur chose acclaimed french actress Marion Cotillard. In a press release Thomas du Pré de Saint Maur states that “Marion was the obvious choice,” “Returning to a French actress meant returning to a subconscious image of French femininity dear to the spirit of the House.”

    Thomas du Prè de Saint Maur also explained the Chanel woman - A woman, who doesn’t escape herself, but faces herself. 
    However, this is not the first time Marion Cotillard front the Chanel House, she has been an advocate since the beginning of her career. But this is the first time that the Oscar-winning actress will be the face of a fragrance. With this, Marion Cotillard gracefully continues the history of feminine icons who have been the face of the parfume;  Marilyn Monroe followed by Catherine Deneuve, Carole Bouquet and Nicole Kidman.

    Marion Cotillard herself says that “I felt an instant connection with N°5 which, more than a fragrance, is a work of art. Something I always dreamed of,”

    Behind the camera is the Swedish Director Johan Renck who visioned the idea of taking the perfume and Marion Cotillard to the moon. More than a piece of decor, the moon is associated with femininity and symbolizes renewal, as well the gold and hapiness of the film fits since the holiday season and year is around the corner.

    The story begins in the streets of Paris under the moonlight, and continues high above the sky to the moon. Marion Cottillard dressed in an all classic silhouette yet modern gold embroidered lace dress, which accompanies each movement. The flowers and foliage pattern embroidery, the Chanel’s Artistic Director describes as a ‘’entrusted to the virtuosity of sixteen Lesage embroiderers’’. During the story, on the moon - the dance we see between Marion Cottillard and the Étoile dancer Jérémie Bélingard is like the gold moon, a third actor in this story, bringing us into this fairytale story of love, but with much humor and happiness.

    This new campaign wishes to pay tribute to the history of N°5, but also now, express joy for Martion Cottillard but also equality between two people. The woman and man guide and support each other in an elegant dance. Concluding in a story of a woman who strives to accomplish her dreams which is the power of the Chanel fragrance.

    Watch the new campaign video here: https://youtu.be/qeMqcApmS7g

  • Lush expands Afro Hair Care range with an in-house specialist, Sarah Sango

    Written by Fashion Tales

    Lush’s cosmetic formulators have developed a range of six new products which cater to afro hair needs. With over 19 years of experience in the industry, Afro Hair Care specialist, Sarah Sango, has worked with the HairLab team to curate a range of products including a co-wash, two conditioners and three styling products.

    Sarah Sango joined Lush two and a half years ago and identified an opportunity to expand the range to further encompass afro hair needs. Equipped with recipes from her family and community and knowledge from her high profile career she formulated products with the HairLab team to address the needs of afro-textured hair. The fragrance of each product is tailored to complement each other.

    Family inspired recipes, made with natural ingredients that love on the curls and coils of Afro hair. When I look at these six products sitting together, I think joyous thoughts, knowing from cleansing to defining my style there is finally an Afro Hair Care range available for the community in every Lush store. Our ‘Fro’s are worn in different shapes and sizes. Hair grows up, out, and down. On Monday I might install my lace front, on Friday Box braids down to the ground? The styles are endless so you can imagine how many more products can be created. Afro hair is a journey, and mine with Lush is just getting started.”
    - Sarah Sango, R&D Stylist & Afro Hair Specialist

    Conditioners and Co-wash

    Avocado Co-Wash

    Previously part of the range, Avocado Co-Wash has been reformulated to give curls, coils and anyone who wants a gentle cleanse an SLS free wash! This co-wash contains Fresh Avocado, packed with vitamins A, B, C and E, and proteins, lecithin and potassium which help to condition and deeply moisturise the hair.

    Power Conditioner

    The intensive, reparative one. This conditioner moisturises and thickens for added bounce Power is loaded with ingredients to give you fresh from the salon hair such as maple syrup to plump up the volume, swelling the hair cuticle for effortlessly enhanced body.

    Glory Conditioner

    The deeply moisturising one. Inspired by a homemade recipe, this creamy conditioner will moisturise curls and coils, leaving it anything other than medi-okra. Glory contains okra gel which is rich in magnesium, which thickens and volumises without robbing you of condition; a real super green ingredient.

    Styling and LOC method products

    What is the LOC method?

    LOC is an abbreviation for “Liquid, Oil & Cream”. This method involves applying three products in a particular order onto freshly washed hair. You can follow by twisting or braiding the hair strands together for a protective style, or just leave to air dry. This method helps to lock moisture into curls, leaving hair thoroughly moisturised. Wearing your hair in a protective style after using the LOC Method is a great way to style and define curls without the use of heat”​
    - Sarah Sango, R&D Stylist & Afro Hair Specialist

    Super Milk Conditioning Spray

    There’s a new super hair-o on the horizon! A multifunctional product that works for everyone; Super Milk is a product to serve a thousand needs. Full of Almond, Coconut & Oat Milks this spray delivers hydration and definition without weighing the hair down in this ultra-lightweight leave-in conditioning spray.

    Spray into curls to boost and refresh them throughout the day or spritz over wet hair of any texture and shape as a leave-in conditioner to help detangle. This primer also protects the hair from heat prior to blow-drying or heat styling.
    Use as your liquid in the L.O.C Method.

    Renee’s Hair Souffle Hair and Scalp Oil

    Based on a family recipe for a homemade hair treatment, this souffle is a real treat for the hair and scalp. Sarah’s sister Renee would be given lots of shea butter from a friend after her visits to Ghana, so instead of using it just on the skin, she would make her own hair balm with it. Renee would make the souffle at home with shea butter and essential oils that she would then share with the whole family. Inspired by the family recipe, Sarah decided to share her sister’s product with everybody!

    Work a little, or a lot depending on your curl structure, between hands and apply through wet or dry hair to style. Use as a leave-in lotion or for twisting out to maintain moisture, shine, and to encourage your natural curls to look their best. You can also massage into your scalp for when you need a drop of extra moisture as castor oil soothes and encourages hair growth. Use as your oil in the L.O.C Method.

    Curl Power

    Protein-rich hair cream with linseed gel and molasses to moisturise, define and celebrate curls. Scrunch or smooth through towel-dried hair after your leave-in conditioner for hold and protective hydration. Use as your cream in the L.O.C Method.

  • Dr. Martens celebrates 60 years of rebelliousness by collaborating with six Nordic cultural leaders to create Dr. Martens presents ‘Reboot’

    Written by Fashion Tales

    Dr. Martens presents Reboot is a concept that stays true to the Dr.Martens heritage by lacing up with six cultural leaders to each create a timeless look celebrating the British shoemaker’s subcultural heritage, supporting independent artists and local music communities.

    For 60 years Dr. Martens has been bringing out the rebel in us all. What started out as an innovative German invention combined with British shoemaking heritage ended up crashing its way into the music industry and becoming an icon. 
The original 1460 boot was just as likely to be seen at a festival as strutting down the runway, and some things never change. After 60 years Dr. Martens are still a symbol for rebellious self-expression. To celebrate this, Dr. Martens has joined forces with six cultural leaders from the Nordics. Together they will create timeless looks, inspired by a cultural moment or subculture from the last six decades. Championing the creativity and resilient spirit of grassroots artists.

    On April 1st, 1960 the original model: the 1460 boot was created and named after its birthdate. Originally designed with labourers and postal workers in mind, the boot was later introduced to a new generation of musicians. The smooth leather and iconic yellow stitches became a symbol for rebellious youth. The authenticity of the brand combined with the timeless design and air-cushioned sole unit has made the 1460’s a consistent part of our wardrobe throughout the 80’, 90’s, 2000’s and to the present day.

    Although, as we all know, in 2020 nothing is the same as before. The world Dr. Martens exists in has changed radically during this year. A big part of Dr. Martens unapologetic self-expression during these 60 years has been live music and subcultures. This influenced the concept behind Dr. Martens presents Reboot. DMs are staying true to their heritage and lacing up with the best bands, artists and creatives of the Nordics to create six different looks, inspired by specific cultural or subcultural moments and combined with their own aesthetic. And of course, a pair of Dr. Martens iconic footwear.

    Dr. Martens have always been committed to building communities and fuelling rebellious spirits, and they know it’s more important than ever to build communities and support emerging creatives. No matter what you’re creating. Art, music. Anything. They’re with you every step of the way. Here’s to the next six decades!

    Starring in the campaign:

    Jelly Crystal, a music artist based in Stockholm, Sweden, Filip Johnson (a.k.a. Jelly Crystal) has established himself as an artist with no boundaries.

    Mario Aleksander Rojas Bøckman is a Norwegian/Chilean actor, journalist and queer activist “trying to make the world a bit freer” by sharing his visions for openness and acceptance.

    Kamoelo Khoaripe aka ‘Kamo’ is the MC in the club music quartet Off the Meds on Studio Barnhus. Originally from Johannesburg he moved to Stockholm 5 years ago and started the group with electronic music veterans Adrian Lux, Carli Löf and Måns Glaeser. 

    Rasmus Bartram aka ‘Ras’ has worked in fashion since he was 11 yrs old and is now a full-time content creator with his home-town of Copenhagen as his backdrop.

    Yoyo Nasty is a Stockholm based illustrator and artist with a MFA from Konstfack University of Arts, Crafts and Design. She creates works with humor and playfulness to create colorful images, often depicting lively figures like animals and plants.

  • Cartier joins The Lion’s Share Fund to tackle global nature crisis

    Written by Fashion Tales

    Cartier, one of the world’s leading luxury Maisons, has joined The Lion’s Share Fund, an award-winning and groundbreaking initiative that unites brands, conservationists and consumers to tackle the crisis in nature, biodiversity and climate.

    Led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners, the innovative Fund aims to raise over $100 million per year within the next five years to halt biodiversity loss and protect habitats by asking brands to contribute 0.5% of their media spend every time an animal is featured in their advertisements.

    Achim Steiner, UNDP Administrator, said: “Wildlife and biodiversity underpin the well-being, safety and resilience of all societies. Yet one million animal and plant species are at risk of extinction in the coming decades due to human activity. The COVID-19 crisis is a stark reminder that we ignore our disruption of nature at our peril. But the crisis showed the potential of humans to act collectively to address a shared global challenge. Leveraging the power of creativity and partnerships, The Lion’s Share idea is as fascinating as the far-reaching impact it will have. The revenue generated and the new audiences reached by this ambitious and unique initiative will make a real and lasting effect on the future of our planet and the animals we share it with.

    “The beauty of the natural world has always been a source of inspiration and creativity for Cartier’s timeless pieces,” said Cyrille Vigneron, President and Chief Executive Officer, Cartier International. “As citizens of the world, we believe it is our duty to protect its biodiversity and make an impact on wildlife conservation. This means enhancing Cartier’s support for innovative partnerships such as ‘The Lion’s Share Fund’ and joining forces to preserve the world’s natural heritage for future generations.”

    Launched in September 2018, the Fund has helped the Niassa National Reserve in Mozambique to eliminate elephant poaching, by improving critical radio systems for law enforcement officers protecting wildlife. It has also co-financed the purchase of land for endangered orangutans, elephants and tigers in North Sumatra, Indonesia, and is expanding its work, creating an all-female team of forest rangers and the island’s first rhino sanctuary. In February following the devastating bushfires in Australia, The Lion’s Share Fund issued two small grants to support wildlife conservation, including efforts to treat and rehabilitate injured wildlife throughout New South Wales and protect the Kangaroo Island Dunnart from going extinct.

    In response to COVID-19 and following a call for proposals, The Lion’s Share will be supporting initiatives in communities dependent on wildlife-based tourism. According to the World Travel and Tourism Council, the wildlife tourism sector supported over 21.8 million jobs, many in rural communities in 2018. Through wildlife tourism, communities directly benefit from wildlife, providing economic empowerment and incentivizing biodiversity protection. The plight of communities who are dependent on wildlife tourism is dire with sudden loss of jobs, income and livelihoods, which also disincentivize conservation-oriented land and natural resource management. The Lion’ Share small grants will be disbursed to non-profit organizations in developing countries seeking funds for initiatives that demonstrate innovative local-level action and build the resilience of communities whose livelihoods depend on wildlife tourism.

    Animals appear in approximately 20 percent of all advertisements in the world, yet despite this, animals do not always receive the support they deserve. The Lion’s Share gives brands the opportunity to take urgent and significant action and play their part in protecting our planet.

    For more information, visit TheLionsShareFund.com.

  • #swedishstockingstalks

    Written by Fashion Tales

    Tune in live on Thursday, June 11th to listen to three very different Swedish brands across diverse industries. 

    Swedish Stockings, Rscued (https://rscued.se/), and Note Design Studio (http://notedesignstudio.se/) with moderator Per Styregård (http://styregard.com/blog/) will discuss how to collaborate across sectors and develop unique and innovative solution to problems. Its all because Swedish Stockings has launched a new innovative process and resultant product: The collection is available to buy here:  https://swedishstockings.com/pages/innovations-3-by-swedish-stockings

    2020 4:00pm CEST (3pm GMT, 10am EST)

    Please sign up to receive the link to join in! https://swedish-stockings-talks-cross-industry-collaboration.confetti.events/

    The link to the discussion will be sent out one day before the event.
    This talk will be live-streamed in english.