BROOKLYN, N.Y. — Spring has barely blossomed, but SouthPole is readying for blizzards.
The young men’s hip-hop brand hauled piles of cushy white snow to a Brooklyn studio where R&B artist Mario took the stage for SouthPole’s fall/winter advertising campaign. In a scene set at a ski lodge in Aspen, with snowmobiles, skis and snowboards as props, Mario showed off SouthPole’s cold-weather looks alongside America’s Next Top Model finalist Eugena.
Although the 20-year-old musician admitted he’d never been skiing, Mario believes the setting is aspirational for SouthPole’s consumers. “People in New York think of snow bringing mush to the streets,” he said. “This gives people the idea of what winter can be like somewhere else.”
Mario is back for his second tour as face of the brand. He and Eugena also starred in SouthPole’s spring ads. But don’t expect the enterprising star—who will drop his third album, “Go,” in July, and recently starred in the movie Freedom Writers with Hilary Swank—to launch his own label anytime soon. “You can’t rush into that business just because you have a name,” he said. “You can waste a lot of time and money if you don’t do it the right way.”
David Strumeier, vice-president of licensing, marketing and new product development at Wicked Fashions (which owns the mid-tier mainstay SouthPole as well as the contemporary brand Lot 29) noted the company is moving towards more “lifestyle” marketing. “It’s a shift from the urban of the past being defined as more aggressive, hardcore looks,” he explained. “The appeal is still for a fashion-conscious urban consumer, but it’s a softer, cleaner style for a more diversified customer. We’re undergoing the same paradigm shift in our company that the industry is undergoing.”
The ads will debut in August issues of magazines including Vibe, XXL and Slam, and run through the new year.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews