NEW YORK — There’s nothing like a fresh idea to breathe new life into a business.
That’s why Alina Roytberg, co-founder and creative director of Fresh, is so excited about the new business opportunity she’s currently exploring: spas.
"We have been thinking about offering Fresh in very specific types of spas and have been approached by many spas over the years," Roytberg said. "I wouldn’t say this is an entirely new direction for us but it’s one that is very exciting."
Roytberg’s excitement has been ignited by the thought of seeing her successful body care line used in an environment in which the products can be properly experienced.
LVMH Moët Hennessy Louis Vuitton purchased a majority stake in Fresh in Sept. 2000, which is best known for its milk-, sugar- and soy-based beauty products. It operates five stores in the U.S. and is carried in Barneys New York, Neiman Marcus, Bergdorf Goodman and Sephora. Fresh opened a store-within-a-store in Selfridges in Manchester in September, and is planning to open a store in Korea at the end of this month. The brand looks to end fiscal 2002 with approximately $25 million in sales.
Custom making treatments for innovative, theme-based spas also allows Roytberg to stretch her creative legs with Fresh’s core products. Her first foray into creating exclusive spa treatments began in September with London-based spa, Calmia. Blending New Age sensibility with modern conveniences, Calmia is designed to inspire the feeling of a trip to Bali.
In turn, Roytberg designed two treatments for the spa, the Fresh Japanese Sake Ritual and the Fresh Japanese Shiatsu Facial. The 60-minute facial includes a series of techniques and products, beginning with a cleansing treatment using Fresh’s Soy Face Cleanser, followed by a facial wash using Fresh Rice Face Wash. Then, a deep exfoliation mask is applied using Fresh’s Sugar Face Polish. During this treatment, reflexology is performed using Fresh’s Rice Dry Oil. The facial is capped off with Rose Face Mask by Fresh, for a cool and toning feel, followed by an antioxidant face massage with the Rice Dry Oil. The facial costs approximately $110.The two-hour body treatment uses Fresh’s soy-, sake- and rice-based products. There’s a Sake Bath Foot Soak, a Brown Sugar Body Polish exfoliation and a Sake Shiatsu Facial. The body treatment costs approximately $225.
Fresh also recently started an amenity program with the Bacara Resort & Spa in Santa Barbara. Products look like "mini Fresh items" and feature Fresh’s Sugar Bath line, including Sugar Bath Lychee Shower Gel, Sugar Bath Lychee Lotion and Sugar Bath Lychee Soap. Fresh hair care products, such as Soy Shampoo and Pomegranate Conditioner, are also offered. All bear the Fresh label. "We wouldn’t be interested in private label," Roytberg said, explaining that raw materials for Fresh are very expensive.
Roytberg said she is working on developing something unique for Bacara’s spa. To come up with ideas, she is considering the spa’s environment and climate. She also plans to spend some time looking for other potential spa clients in 2003.
Additionally, Roytberg has been focusing on the brand’s store presence. In February she renovated the first Fresh store, located in Boston. "We changed all the fixturing and opened it up to make it feel like our newer stores. Business has grown 40 percent."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast