The retailer is partnering with Summit Entertainment/Lionsgate to produce a limited-edition color cosmetics collection designed around the upcoming movie “Divergent,” which stars Ashley Judd, Kate Winslet, Shailene Woodley and Tony Goldwyn. The film will open nationwide on March 21.
The collection will bow in all Sephora doors — which number 348 freestanding stores and 466 Sephora Inside J.C. Penney stores — the week of March 21, and online earlier in March, said Margarita Arriagada, chief merchant of Sephora.
“This is the first time we’ve done a film collaboration,” noted Arriagada. “The story line is about discovery and female strength, and has many alignments with our mission and DNA.”
A $59.50 Multi-Piece Collector’s Kit contains three limited-edition eye shadow palettes, a cheek palette and four lip glosses inspired by the traits of each “Divergent” faction. Each of the three eye shadow palettes includes four High Pigment Eye Shadows, plus one High Gloss Transforming Eye Shadow. The transformer shades impart a diamond illusion, mirrorlike reflection that is transparent when applied dry and translucent when wet, said Arriagada. Each transformer shade can be snapped off of the palette it’s attached to, which is intended to give customers the most shade choices possible, she said.
The Divergent Limited Edition Multi-Piece Collector’s Palette, $32.50, contains three High Pigment Eye Shadow shades, blush, bronzer and lip gloss. The Divergent Limited Edition 7-Piece Nail Art Kit, $27.50, includes five Long-Wear Nail Lacquers, one High-Gloss Transforming Nail Lacquer and six Nail Water-Transfer Tattoos.
Sephora’s Pro Team of makeup artists helped develop the line. “For instance, the Transformer shades came out of a brainstorming session after the Pro Team visited the movie’s set,” she said.
Arriagada believes the neutral shades will appeal to consumers of all ages, especially Millennial clients.
Of the retailer’s increasing number of self-manufactured brands, Arriagada noted, “If there’s a gap in the assortment, we want to fill it, and if the market isn’t giving it to us, we will create it ourselves. And we have the ability to be nimble, which allows us to react to market opportunities like this one.”
Sephora is planning a social-media campaign and at least one personal appearance by a “Divergent” cast member in Manhattan.
Arriagada declined to discuss sales projections, but industry sources estimated that the collection would generate sales of about $1 million.
“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