As Olympic fever sweeps the world, Tigi is going for gold by naming 22-year-old gymnastic medalist Nastia Liukin as its newest spokesperson.
Liukin, who was the only American gymnast to take home five medals during the 2008 Beijing games, will be featured in campaign advertising, social media, consumer promotions and appearances and has filmed a series of video shorts, all promoting Tigi’s Bed Head line of products.
“With any of my partnerships, I’ve always believed in and loved the products and that’s the same way it’s been with Tigi,” said Liukin, who is also in talks with the hair care company to launch a cobranded product line.
“One of my favorites is the Masterpiece Hairspray,” said the Russian-born athlete. “When you are on the floor the last thing you want to worry about is hair in your face, and I didn’t have to wash my hair three times to get it out.”
Despite not qualifying for the 2012 London games, Liukin said she ended her career on an idyllic high note at the Olympic Trials.
“I received two standing ovations from more than 18,000 people,” she said. “It was a really emotional ending and I couldn’t have written it any other way.”
As the Athlete Representative for the Federation of International Gymnasts, Liukin said she will be “very involved in this year’s Olympics,” doing some “on-camera work,” blogging and behind-the-scenes features.
Liukin, who is also about to embark on a 40-city tour to promote the new interactive Fantastic Gymnastics Dora doll from Fisher-Price until November, will move to New York City to attend New York University in January. “I’m hoping to study sports management,” she said. “Sports and fashion have been such huge parts of my life. New York is the perfect place for those two things.”
For Liukin, her most recent appointment is another opportunity to serve as a role model for her fans.
“To be the face of a beauty product is really special and cool for me,” she said. “Besides my hair and looking the part, it’s most important to feel confident from within. It’s one of the most important parts of gymnastics and every day life. Believe in yourself no matter what people tell you.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
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“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion