NEW YORK —?Fashion Week has its beauty all sewn up.
This week, the CFDA signed long-term sponsorships with two L’Oréal-owned beauty brands: Shu Uemura and Redken. Both deals are three-year, six-season agreements. Shu Uemura will be the sole makeup sponsor, while Redken is the sole hair sponsor. Both brands declined to comment on financial terms of the contracts.
While Redken and Shu Uemura have had a presence at the shows in past seasons — both have been backstage sponsors for shows over the last several years, and Shu Uemura was the beauty sponsor for the tents last season —?both Erik Hoover, brand director for Shu Uemura, and Pat Parenty, senior vice president and general manager of Redken, see the expanded role as a way to maximize awareness of their respective brands.
"Being a part of the shows is a wonderful way to make consumers more aware of the brand, and we see the partnership between our brand and the shows as the perfect fit," said Hoover. "It allows us to animate what Mr. Uemura is doing. The models and makeup artists all know who he is — this is a way to continue spreading the word." In the U.S., the Shu Uemura brand, which was founded in the Sixties, is available at Barneys New York, Bergdorf Goodman, Takashimaya, Sephora and select Nordstrom doors, as well as its own boutique.
Hoover noted that Shu Uemura tested the waters last season by signing on as the sole beauty sponsor three weeks before the shows, while also doing makeup for three shows: Jeremy Scott, B. Michael and Lloyd Klein. "Last season was a great learning experience — this year, we’ll be doing even more," said Hoover.
According to Hoover, the initial involvement with the shows proved to be beneficial to the brand’s bottom line. "In addition to raising awareness for the brand, we also saw increased traffic in our SoHo boutique as a result," he said. Showgoers last season, in addition to enjoying beauty touch-ups and previews of new makeup colors, were given bounce-back cards in an effort to encourage them to head to the boutique. The bounce-back cards were distributed both at the Bryant Park Tents and at the Puck Building. This season, the brand has already decided to preview a new mascara, a new concealer and a new loose powder, all of which will bow in the U.S. this fall.Parenty, whose professional-only Redken brand has been involved with such shows as Gen Art, Margie Tsai and James Purcell in past seasons, sees a number of benefits to the deal.
"There’s a huge connection there," Parenty said, adding that in addition to being the overall hair sponsor, Redken is currently in discussions with specific designers for involvement in their shows. "Being a part of the shows allows us to build and enhance our credibility in the industry, as well as capitalize on trends and bring those to our artistic team and to our salons. We have the chance to bring colors and styles to our team and to help them translate those to the public."
During show week, Redken will also have a booth in the tents staffed by artistic team members, where the brand will offer hair color and styling consultations and product samples.
The two heads of brands aren’t the only ones who are enthusiastic about the deal: Shu Uemura, speaking from his home in Japan, also gave the deal the long-distance thumbs-up: "I am very pleased to have the Shu Uemura brand as the exclusive cosmetics sponsor of Mercedes Benz Fashion Week," he said. "Fashion Week is a showcase of creative endeavors from both the established and emerging talent that New York has to offer. Essentially, Fashion Week is a birth and evolution of new ideas; since the beginning of my career I have always been interested in the birth of some new idea. I then strive for the quality and authenticity that will shape that idea into a product or tool."""
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