NEW YORK — Borghese Roma is getting a revamp, and it's tapped Mariacarla Boscono to help.The skin-care brand, founded in 1956 by Rome’s Princess Marcella Borghese, this week revealed fresh packaging, a global distribution strategy and Boscono as brand ambassador.“We are the original mask — Fango was the original mud mask that launched 30 years ago. It’s our hero…[and] even though the brand was neglected, Fango was the star and had demand,” said Sarah Stein, executive vice president sales and marketing at Borghese. She noted that the two versions of the Fango Mud mask, formulated with hyaluronic acid-packed acqua di vida from the Tuscan region of Italy, were among the first to be packaged in updated sleek, white jars with gold lettering and accents.She said Borghese’s hero products — Crème Saponetta cleansing cream; $35; Intensive Age-Defying Exfoliator, $38, and Fango Delicato and Fango Active Mud masks, $38 each — were repackaged first to convey the story of "The Treatment Trio, Italian Skin-Care Regime." The rest of the range will follow suit.“We decided what we needed to do was to focus on our heritage. The brand, the product, the Fango was the original. It's still the best and everyone has been copying it all this time, so why not go out and tell the world who we are?” Geoffrey Lurie, chief executive officer of Borghese.Later this spring, she added, will see the launch of the Acqua Ristorativo Hydrating Concentrate, $92, and Restorative Eye Compresses, $32 for four masks, with additional products to hit in the fall.Asia comprises half of Borghese’s business with the other half coming from the U.S., largely driven by Macy's and Lord & Taylor. About 10 percent of U.S. sales come from the brand’s digital flagship at Borghese.com.Stein said the brand is in the midst of expanding its global distribution, which hovers around 500 doors right now (as of late last year, the team was scouting potential retailer partners in South America). Ultimately, Stein added, she could see the line carried in 2,000 doors worldwide, inclusive of fragrance. The brand will also refine its product offering from 250 stockkeeping units, or sku’s, to about 75.“We love the princess [Marcella] because the values that she represented are those that Millennials appreciate. She was a princess, a businesswoman, a mom and a muse for Pucci. The norm would have been to just be a princess,” Stein said, likening Boscono to a modern-day version of Princess Marcella. “[And] who really embodies it all? It’s Mariacarla.”A new e-commerce site at Borghese.com went live earlier this year, featuring the Treatment Trio and campaign imagery of Boscono that was shot in Italy last September.“Millennials don’t want to know about logos or advertising campaigns. They are interesting in authenticity and heritage. Why, what, who, where and when — and who better to tell them than the Roman goddess herself?” Lurie said. “The one thing we’re not going to do is go against the Lauders of this world head to head. We aren't going to out advertise them. We are going to go to the roots using social media programs to tell them [consumers] what they want to hear, not what we want them to hear.”
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)