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 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.
“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