BERLIN — Jeans have long been the popular way to help women look cool, fit and sexy with styles, silhouettes and construction details that lift, push up and shape the wearer. Now in their latest episode of reinvention, denim brands are taking on cosmetic qualities designed to add skin care and combat wrinkling, sagging and even weight gain.
Chilean brand Mohicano Jeans launched a jeans cosmetics concept with aloe vera, while its new Denim Therapy collection features jeans with anticellulite properties. As brand manager Ricardo Cuevas explained, “The Denim Therapy collection was created with the latest technology, incorporating nanoparticles of aloe vera in the cotton fibers. When these particles come in contact with the skin, they provide several vitamins, such as vitamin E, amino acids, enzymes and antioxidants, reducing the appearance of cellulite and stretch marks. These stimulate cell growth, collagen and elastin.”
@deciem is all about transparency and approachability. At this year’s WWD Digital Beauty Forum, the brand's co-CEO @nicolakilner said talking to customers directly about the ingredients in products and how they work is key. #wwdsummits #wwdbeauty
‘We didn't know how relevant our film would be when we were making it. When Steven [Rogers] wrote the script Trump wasn't president, class divide in America wasn't as evident as it is now, though it was present. The Time’s Up movement hadn't began and the way we look at women and treat women who speak out — thankfully that is something that seems to have shifted in the last year. I think we just need to continue making art that provokes the conversation and do what we can,’ said ‘I, Tonya’ actress @margotrobbie. Head to WWD.com to see all the celebrities who walked the red carpet @bafta #timesup #wwdeye (📸: Neil Hall)
Gemma Arterton is joined on the @bafta’s red carpet by Eileen Pullen and Gwen Davis, the two women who started the fight for the pay-gap. ‘They represent a normal person speaking out for what is right. Speak out, we will listen and anyone can speak out,’ said Arterton. #eebaftas #timesup #wwdeye (📸: David Fisher)