Nonie Creme, the fashion-focused founder of prestige nail-cum-cosmetics brand Butter London, is starting a new mass-market venture in conjunction with TPR Holdings. Nonie Creme — Colour Prevails, which will be distributed in the U.S., U.K. and Canada in yet-to-be-finalized distribution, will be a robust line of painting-inspired products designed to encourage experimentation through color.
“The mass market has felt a little flat, and I think we can have some real fun and bring a huge amount of energy to that space by having something that isn’t pretending to be prestige at mass, but [rather] genuine prestige products presented in really well thought out customized packaging,” said Creme, who made a name for herself as one of the first lead nail artists to work behind the scenes at fashion week and various photo shoots.
“It’s not a big secret that I cut my teeth backstage, grew up as a fashion kid in London backstage on shoots and shows, and I was fortunate to be adopted early when nails weren’t even a thing,” said Creme. “I was able to zero in on the fact that someone needed to be there [to give models a manicure]. You can’t have [Mario] Testino shooting a model with dirty skanky nails.”
According to Brian Robinson, president of TPR Holdings, the line, which is due to be launched in January 2015 and will consist of between 140 and 170 color, hair and nail stockkeeping units, will be promoted heavily through digital.
“Social media is going to be a big part of what we do, especially for the type of consumer that Nonie reaches,” said Robinson. “In parallel to the beauty industry’s move to online and mobile, we are going to use a lot of different methods to communicate like training videos, video chats and personal appearances. The fact that we have such wide distribution will allow us to do a lot more.”
Yesterday, the Parisian fashion house @azzaro_official cut the ribbon on a temeporary retrospective at the wing of the Musée des Arts Décoratifs in Paris. The exhibition, which shows the lasting influence of the brand’s founder Loris Azzaro, is titled “Azzaro, Fifty Sparkling Years” and presents 50 looks. In it’s ’70s heyday, fans of the brand included Jane Birkin, pictured here, Raquel Welch, Brigitte Bardot and more. See more photos on WWD.com #wwdfashion
@trinaturk and @macys Inc International Concepts line are linking up on a collection for summer — filled with accessories, swimwear and shoes. The collection will also include a Mr Turk men’s line, both of which are the designer’s first entry into a more accessibly priced area. “It’s very world-traveler, gypset-inspired,” said Turk. The Trina Turk x INC line will launch on May 15th. #wwdfashion
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge