Topshop is applying its fast-fashion prowess to beauty with the introduction of two cosmetics ranges, a core line and an in-and-out seasonal trend collection.
In May, the full lineup is slated to launch in Topshop’s top 30 doors, including its U.S. outpost, and on the retailer’s Web site. Topshop’s London flagship will have the most spacious display, carving out 400 square feet for the cosmetics lines, said Mary Homer, Topshop managing director. All doors will carry the lip and nail products. Topshop has about 300 doors and 140 franchise locations, globally.
The core collection is 97 stockkeeping units strong and is designed to mix whimsical design with bold color. Pencil-like doodles decorate putty-colored packaging and the black outer carton features an illustration of the product inside, designed by Sarah Thorne, Topshop graphic and packaging designer.
“It’s playful, almost like the Topshop girl drew it herself,” said Lizzie Dawson, a Topshop designer who led the line’s in-house development. Topshop tapped Intercos to manufacture the products.
Topshop plans to augment the core line four to six times a year with the trend range, a collection of about 16 items, that Homer described as, “more adventurous.”
Dawson said, “The core line offers the Topshop girl this brilliant range where she can get her staples. But, we also wanted to offer something exclusive, the trend line, that was not available on the high street.”
Topshop’s consulting makeup artist Hannah Murray, who works with the retailer on its ad campaigns, used items from both ranges backstage at Unique, the retailer’s premium line, which was shown in London Saturday.
“We really pushed it,” said Murray of the “woodland brownies,” beauty look. She used Skin Tint to warm skin and Tint on cheeks for a “weathered” effect, and applied gold paint on the inner corer of the eye and down the bridge of the nose.
“It’s everything you’d want in a range, but in a bold and confident way. It comes from people who are very passionate about fashion,” said Murray. She continued, “Women are getting so much more experimental with makeup. There aren’t any rules any more. This line sits well with Topshop’s fashion sense.”
Dawson, whose design experience at Topshop includes lingerie and blouses, said the lines were designed to trumpet color. “We really nailed the colors,” she said, noting that many shades were influenced by Topshop clothing and accessories. For instance, the cement-colored nail polish shade, The Big Smoke, nods to the smoky leather used for some Topshop’s shoes. And, while designing blouses Dawson became enamoured with a “strong lavender,” which she incorporated into a kohl eyeliner.
“Color is the absolute ultimate. We have to get it right,” declared Dawson. “If [shoppers] can’t afford a new outfit, then they will go for a new nail polish.”
The lines center on color cosmetics, and the sheer formulas of Skin Tint and Skin Glow are the closest they get to face foundations or powders.
Topshop has dabbled with cosmetics before, introducing a limited, store-branded range in the mid-Nineties, which it shelved about 15 years ago. One Topshop store, the Oxford Street location, currently carries Barry M cosmetics.
When the retailer began developing the upcoming ranges two years ago, “We started from scratch,” said Homer.
Items in the core line range from a $8 eye pencil to the $20 Skin Tint. Trend items, which include false eyelashes, are priced about 10 percent higher, said Homer.
Marketing efforts will rely on in-store events and the Internet. The retailer will host pod casts of Murray giving makeup tutorials on topshop.com, which gets 1.5 million hits weekly, according to Homer.
Asked whether Topshop will export the cosmetics lines beyond its own doors, Homer said, “When we look at the full potential of cosmetics, then yes it would be nice to think we could expand the line externally.”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye