SMART JEANS: Marithe & Francois Girbaud have come up with a new way of marketing their jeans -- panels that graphically show shoppers how the company's various jeans styles differ.
The Girbauds' stores in Paris, one on the Left Bank and one on Rue Babylon on the Right Bank, and their Eighth Arrondissement boutique feature half a dozen jeans styles, most with names in English such as Pedal Pusher, Brand X and No Side Seam. Each style is in a portable shelving unit with a panel bearing an illustration depicting the cut, stitching and shape of the jeans.
From a quick glance at the panel, shoppers can see, for example, that Love X sits low on the hips and Brand X features tiny side pockets.
"People don't have to pull out a whole load of pairs to find out what the different styles look like," explains store manager Didier Defnoun. The Girbauds, who say that they have spent the past three decades in "jeanetic engineering" to develop a "new jeaneration product," call their entire jeans collection Metamorphojean.
STEEL'S REEL: Steel Jeans, a Los Angeles junior denim resource, is going on the air. Starting in March, the company will advertise on MTV. A 15-second and a 30-second spot shot by fashion photographer Peggy Sirota on a beach in the Bahamas will air during key segments such as "Beavis and Butthead," "MTV Sports" and "The Real World." It will run for at least six months, said Danny Lee, Steel's chief executive officer.
PARIS IN THE STRINGTIME: The Gap will open a two-story flagship in Paris on March 15. Gap executives have declined to comment on the project, but according to sources, the store will carry the retail chain's men's, women's and children's lines.
The 14,000-square-foot boutique will be near the entrance to Passy Plaza, a new shopping mall in the well-to-do Passy neighborhood of western Paris. The Gap's only other outlet on the Continent is a shop-in-store in Galeries Lafayette in central Paris.
The Gap's European expansion has been stalled due to a long-running trademark suit brought by Big Star, a Swiss sportswear firm that owns a brand called Gap Star.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)