Talk about sweet dreams. Fresh’s 1999 launch of Brown Sugar Body Polish catapulted the Boston-based brand from a bath-and-body line best known for its exquisite soaps into a veritable beauty behemoth.
The idea of using sugar as a primary ingredient was a natural for Fresh founders, husband and wife Lev Glazman and Alina Roytberg.
“My grandmother used sugar every time I had cuts and bruises on my skin,” says Glazman. “After Alina and I were married, she cut her finger in the kitchen and was putting sugar on it and we realized we were both sharing the same tradition.”
“Actually, it happened more like this,” says Roytberg. “When my grandmother was still alive, Lev noticed her bringing out the sugar to apply to a scrape. He said, ‘My God, my grandmother used to do the same!’”
Whichever version is true, the story came to mind as the duo was formulating body scrubs. Glazman had used salt scrubs in the past and found them very dehydrating. Instead, they researched sugar-derived ingredients and infused them with a combination of oils to create the proprietary formula for Brown Sugar Body Polish. “Since brown sugar is a natural antiseptic with no bacteria growth, it could be a natural preservative,” explains Glazman of their reasoning. “It’s also a natural humectant and that made sense when incorporating it into skin care.”
The concept of brown sugar and the memorable story behind it put the company on the map—and attracted the likes of LVMH, which acquired Fresh in 2000. “You can’t just launch a product and say, ‘Here you go, use it,’” says Glazman. “You’ve got to not only have a vision, but also the ability for people to fall in love with something.”
Today, Fresh’s Brown Sugar franchise consists of 14 items that industry sources estimate account for a third of the brand’s sales in the U.S. Countless other companies have launched sugar-based products in the 13 years since the introduction of the original, but Brown Sugar Body Polish continues to be the beacon against which all others are measured. “It’s iconic for us,” says Roytberg, “because it comes from things that we really understand.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion