There will be a new marketing message at MAGIC when the shows open in Las Vegas on Monday — and it's all wet.UBM Fashion, which owns MAGIC, Project, Coterie, FN Platform and others, will unveil a campaign that was created in partnership with CoolGraySeven, a branding and advertising agency. The campaign will be revealed in installations located at the entrances of both the Las Vegas Convention Center, where the women's and footwear shows are held, and Mandalay Bay Convention Center, where the men's shows are located.Titled "Where Spectacular Happens," the campaign features the work of several photographers who specialize in underwater photography including Mallory Morrison, Henrik Sorensen and Thomas Barwick. They shot aquatic photos for each of the shows featuring merchandise that will be showcased at each.Tommy Fazio, fashion director for UBM Fashion, said: “The campaign offers a less literal and more conceptual take on the ever-changing fashion landscape. Each campaign image captures this fluidity posing intriguing visuals representative of each category without emphasizing the product but the essence and vibrancy of each marketplace.”[caption id="attachment_10960980" align="aligncenter" width="400"] The Tents @ Project image.[/caption]“Our brief was to develop a concept for UBM Fashion that would unite all of the shows under a single visual persona and brand message," said Andrew Egan, founder and executive creative director at CoolGraySeven. "Moreover, there was a need to tell a bigger brand story about the added value that UBM Fashion offers through strategic partnerships and educational programs.”Complementary marketing and creative will continue into the 2018 season.[caption id="attachment_10960993" align="aligncenter" width="600"] The image for Stitch.[/caption]
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.