LONDON — Fudge, the edgy hair-care brand, has inked a long-term partnership with the British Fashion Council to be the official hair partner for London Collections: Men, starting in January, the brand said Thursday.Fudge will host The Fudge Fix, a pop-up salon and lounge, at The Hospital Club in Covent Garden, the main venue for London Collections: Men, which runs from Jan. 7 to 9.Fudge stylists will provide cutting and styling services available to VIP guests, press, buyers and London Collections: Men committee members, offering around 100 appointments across three stations over three days.RELATED STORY: U.K. Designers Fired Up for Collections >>Fudge will also sponsor and style shows including Meadham Kirchhoff, James Long, Christopher Shannon and Richard Nicoll.“It’s a big deal for us — a six-season deal, and we are very committed,” said Michelle Feeney, chief executive officer of PZ Cussons’ Beauty, in a telephone interview. As reported, the British consumer goods firm acquired the Australian brand Fudge in January.“It’s our first step into sponsorship, and we really believe in the men’s side of the business,” Feeney added. “Sixty percent of our customers are male, and our products range from barbering to avant-garde. We’re glad to be part of the men’s fashion revolution, which the Brits have always led.”Fudge creative director John Vial said: “This is the perfect partnership for Fudge. Fudge has a loyal band of male fans, and we believe our involvement in London Collections: Men and the designers is the perfect opportunity to excite this audience and reach out to new male customers.” Feeney said Fudge will launch in the U.S. in April, and the strategy was to sell through professional channels and online. “There will be no brick-and-mortar for the moment.”The brand was purchased through PZ Cussons Beauty, a division formed last year that comprises the St. Tropez, Sanctuary and Charles Worthington franchises.Fudge, which PZ Cussons bought from Australian private equity firm Sabre Group, is sold mainly in salons in the U.K., Australia and New Zealand, and is best known for its line of hairstyling products, including the Hair Shaper cream.
Exclusive: @isabelmarant and @lorealmakeup have teamed up to create a capsule makeup collection. "She is rather natural in the day but doesn't have time to go back home before going out [in the evening] and redo her entire beauty look," said Marant on the 5 products included in the collection, which will launching in September. Read @jenniferbethweil's interview with the designer on WWD.com. #wwdnews #wwdbeauty
After 17 years, Tomas Maier is leaving @bottegaveneta. “I am deeply grateful to him and I personally thank him for the work he accomplished, and for the exceptional success he helped to achieve,” said François-Henri Pinault, head of parent company @kering_official. Head to WWD.com for more on his departure. #wwdnews #wwdfashion (📷: Davide Maestri)
@shaymitchell is no stranger to teaming up with beauty brands, but she’s made her latest partnership official: She’s signed with @buxomcosmetics as global creative brand ambassador, WWD learned exclusively. Mitchell and Buxom will collaborate on campaign development, social media strategy and content and new product and shade development. Read more on WWD.com. #wwdbeauty (📷: @clint_spaulding)
Today we’re at the WWD Retail 20/20 Forum where industry leaders will be talking about the future of shopping for fashion, footwear and beauty. Tune in on Instagram Live at 9 am and 3:30 pm to hear from two of our speakers –– @therealreal’s Rati Levesque and @bandier’s Stephen Ippolito. #wwdsummits (📷: @elizaflorendo)
Seen last night at @coach’s launch party for “Life Coach,” an interactive pop-up in Soho: @joansmalls. Open now, visitors of the pop-up can engage in themes of “creativity and self-expression,” through tarot, carnival games, live performances and art. See the rest of the party pics on WWD.com. #wwdeye (📷: @vnina)
“We figure there’s enough cynicism to go around the world right now let’s go out there and be ourselves, let’s be enthusiastic, let’s have positive energy, which is something I think a lot of people really want and need right now,” said musician @joshgroban ahead of hosting the Tony Awards with @sarabareilles. Read @leighn’s interview with Groban on how he picked his look for the night, his next record and more on WWD.com. #wwdeye #tonyawards (📷: @vnina)
“Rock as an attitude and not a uniform. Street as a style and not just clothing. Sportswear as the new normality,” @paul_surridge said of his first @roberto_cavalli men’s wear collection, previewed here. The British designer joined the brand as the creative director in May 2017, and is gearing up to unveil his debut for the label with a runway show at the Florence Charterhouse on June 13 at #PittiUomo. Head to WWD.com to read more about his collection and see more sneak peek photos. #wwdfashion (📷: @simonelezzi)