The color cosmetics brand, which will bow in October, is setting itself up as a makeup line for women looking to unleash their alter egos after dark.
“We’re positioning ourselves as a nighttime makeup brand,” said Kate Massarella, marketing and product director at Illamasqua, which is based here. “That’s when you let your inhibitions go a bit and become what you want to be. “It’s about empowering women to self-express through makeup,” she continued.
While the line may comprise 650 stockkeeping units, including 49 shades of lipstick, Illamasqua is not for shrinking violets, since inspirations include underground clubs in Twenties Berlin.
For its launch, Alex Box, the brand’s artistic director, created four looks, each boasting bold colors and brazen attitudes. One of the looks — Twenties Berlin — is an ephemeral collection. Two seasonal collections will be introduced yearly.
As well as Box, the brand’s “art team,” a collective of influencers who steer Illamasqua’s creative course, also includes musician and artist Anja Huwe and David Vanian, lead singer of punk band The Damned.
Among the brand’s product lineup are four foundation textures, including 21 shades of rich liquid foundation, priced at 20 pounds, or $39.63 at current exchange, per 30-ml. tube; 110 powder eye shadow hues, which will retail at 12 pounds, or $23.78 per 2-g. compact, and nail polish in 35 colors, priced at 9 pounds, or $17.83, per 15-ml. bottle. It also comprises makeup tools and fill-to-order compact palettes.
Illamasqua will bow with its own counter in Selfridges’ Oxford Street flagship here in October, and will roll out to the department store chain’s doors in Birmingham and Manchester next year, as well as to other key U.K. retailers. Up to three stand-alone Illamasqua boutique openings also are planned for next year, including at least one here, Massarella said.
“It has the same energy as MAC when it first [started],” said David Walker-Smith, men’s and beauty director at Selfridges, of the brand. “We’re launching it in a big way.”
Massarella said the brand plans to establish itself in its domestic market before moving into the international arena. She declined to discuss forecasts, however, industry sources estimate Illamasqua will generate more than 3 million pounds, or $5.9 million, at retail in its first year.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)