Twenty years after MAC Cosmetics firmly planted its flag backstage at ready-to-wear shows, the brand is continuing its quest for fashion week domination by expanding its nail sponsorship from New York to Europe and by co-branding events for the upcoming rtw shows.
“We are reinforcing our position that we are the [beauty] brand of record for fashion,” said John Demsey, group president of the Estée Lauder Cos. Inc. “It’s about living fashion every day. Fashion week has always been an important part of MAC’s DNA — even back when fashion week was basically a trade show — and these new initiatives help show why.”
The brand will kick off New York Fashion Week on Sept. 6 with a Fashion’s Night Out performance by hip-hop artist Azealia Banks at the brand’s MAC Cosmetics SoHo store. DJ Cosmo, Banks’ favorite DJ, will be on hand to spin tracks at the store as well. Banks is also creating a limited-edition lipstick, Yung Rapunxel — a deep blackened purple — for the brand. Retailing for $15, it will be sold in all New York City MAC stores beginning Sept. 6 (it hits maccosmetics.com from Sept. 5) through Sept. 20.
On Sept. 5, the brand will sponsor a book party for Mauricio and Roger Padilha’s new book “Antonio: Fashion, Art, Sex and Disco,” which celebrates the work of the late fashion illustrator Antonio Lopez. Cabaret singer and drag artist Joey Arias will perform at the gathering.
As well, MAC will be one of the sponsors for a private party which Mercedes Benz will host on Sept 8 to celebrate Carine Roitfeld’s new fashion bi-annual, CR Fashion Book. In addition, on October 2nd, MAC and Roitfeld will hold a similarly lavish party in Paris to celebrate Roitfeld’s 23-sku color cosmetics collection for MAC, which hits U.S. counters on Sept 6 and international doors in October. The brand is also backing André Leon Talley’s “Little Black Dress” exhibit, which will open in October at the Savannah College of Art and Design. The brand is creating a supplement to the exhibit catalogue that features beauty looks.
MAC will sponsor nails in New York, London, Paris and Milan, noted Demsey, and for the seventh consecutive season will be the official cosmetics sponsor of Made, the fashion shows held each season at Milk Studios. MAC will do backstage for 20 Made shows and roughly 80 overall over the course of New York Fashion Week. Globally, the brand averages 840 fashion shows in 23 fashion weeks each year.
As has happened in many past seasons, MAC will test-drive a number of product prototypes backstage, said Demsey. Those slated for the shows in September and October include a new moisturizing lipstick, a brow gel and pencil, new moisturizers and palettes of what MAC artists are projecting as the season’s hottest lip and eye shades, Demsey noted. “Our artists backstage are using products sometimes years before they are launched to the public,” said Demsey. “It’s a real-world test. If there are tweaks needed — particularly with the texture, color, application and finish — the team lets the product development team know.”
Subscribers to MAC’s Tumblr account, maccosmetics.tumblr.com, will be able to view exclusive beauty visuals and backstage videos — which will be updated daily — from New York, London, Milan and Paris, said Demsey. On Facebook and YouTube, subscribers will be able to view profiles of makeup artists, which are intended to give a first-hand look at the realities of being a backstage artist. “We are continuing to delve even more deeply into social media this season,” said Demsey. “Our artists will be backstage tweeting continuously in 10 different languages from the shows about trends, forecasts and fashion. We’ll be making our followers — more than 100,000 on Tumblr, 3.6 million on Facebook and 80,000 on Twitter — feel like they are right there through an extensive media platform. Fashion week is a major driver for us in the success of these platforms.”
Demsey added that MAC will also partner with the Fashion Institute of Technology on a series of educational events during the fall and spring semesters, including the annual BFA graduating students’ runway show, panel discussions and the Faces in Fashion lecture series. MAC will, on Dec. 3, teach its first makeup master class for FIT students, MAC Pro Team members and selected members of the press, to be led by Gordon Espinet, senior vice president of global artist training, development and makeup artistry for MAC. Topics to be addressed will include how makeup artists can work corroboratively with designers to create a beauty look for each show. Concurrently, MAC will host a global live chat on its Facebook page during the class, offering participants access to a question-and-answer session. “There is a symbiotic relationship between fashion design and makeup,” said Joanne Arbuckle, dean of FIT’s School of Art and Design. “This is true both on the runway and on the street.”
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast