Jemma Kidd continued to build her brand constituency of consumers Thursday by expanding the U.S. distribution of her color cosmetics collection to the four stand-alone Space NK stores and its nine boutiques inside Bloomingdale’s stores.
Kidd, who is a makeup artist, an educator, a competitive equestrienne and a celebrity, is scheduled to make an appearance Saturday at Bloomingdale’s 59th Street flagship in Manhattan. Space NK plans to spread its apothecary approach to 10 more Bloomingdale’s stores next spring and Kidd is expected to follow suit.
The makeup artist-turned-beauty entrepreneur has been studiously building her own brand by adding coordinated, independent components. Kidd began her career 12 years ago as a makeup artist — an outgrowth of a short, unhappy modeling career — then opened a school for young, aspiring artists in her Notting Hill town house in London. That, in turn, led to her first color collection, the Jemma Kidd Make Up School. Then she put together a team of styling pros under the banner Jemma Kidd Professional Team, which worked backstage at the Christian Francis Roth show in New York during the September ready-to-wear collections, in addition to doing a couture show in Paris. Inevitably, a professional product offshoot followed under the same banner.
The two prestige-priced color lines entered in Bergdorf Goodman in May 2006, then followed up with 15 Neiman Marcus units in the fall.
Kidd launched JK, a lower-priced color line for 1,600 Target stores, in August. She is now hard at work putting together a beauty how-to book, and writes a weekly beauty tip column for the magazine supplement of Britain’s popular Sunday Mail newspaper.
“The fundamental object is to build the brand and intellectual properties,” said Grace Fodor, general manger. And the more subbrands are added, the larger the constituency becomes in an apparent strategy of encircling and conquering. Fodor said the fledgling company is building a foundation of “assets and parts” that will project an enduring brand image for the long haul.
After three years in business, retail volume is projected to hit $30 million worldwide for the 2008-09 period, according to the company. Volume was boosted by Target, which generated a 1 million unit production run.
Kidd explained differences between the Make Up School color line and the Pro collection, which features a marriage of fashion color and skin science, as sitting on the educational and the commercial sides of the artistic equation. She described the JK line for Target as “more personal. JK is about me and what I love. I love fashion, style and flair.”
@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)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia