Behind the scenes image of Chris Paul for Five Four campaign.
Five Four has brought on a new type of collaborator.The digital men’s wear brand is known for producing capsule collections with fashion industry veterans including Robert Geller, Mark McNairy and Motofumi “Poggy” Kogi. But now they are pushing for more visibility by partnering with Chris Paul, a nationally recognized NBA player.Paul, who is a point guard for the Los Angeles Clippers, will appear in the brand’s summer campaign and will design a Five Four capsule collection to be released throughout the rest of the year. It will infuse Paul’s athletic sensibility with pieces that can be worn from day to night.“Chris has great personal style, he’s the biggest superstar athlete in Los Angeles and he’s a family man,” said Andres Izquieta, who cofounded Five Four with Dee Murthy. “His values are so on point with what we believe in and he’s had big challenges during his journey through life. We wanted to show how Five Four can help take you through your own journey.”Paul has had a partnership with Brand Jordan for the past 10 years, but this is the first time he has worked with a fashion company. He discovered Five Four when he first moved to Los Angeles and noticed fans wearing Lob City sweatshirts, which Five Four produced at one point, and it made an impression.“It wasn’t the typical fan paraphernalia and instantly I was drawn to the brand,” said Paul. “Ever since then I've had a great relationship with Andres and Dee. Five Four embodies the energy and lifestyle of Los Angeles. They are a part of L.A. culture. I’ve learned about the history of the brand and their commitment to being leaders in the Los Angeles fashion market and the subscription concept. I believe in them.”The campaign, which was produced in-house, will include 15- and 30-second TV spots that will air on networks including Spike TV, ESPN, Vice and Bloomberg. According to Murthy, for the past two years Five Four has aired TV commercials explaining what the brand is and how it works, but they wanted Paul’s campaign to have a bigger message.“TV has had a tremendous impact for us,” said Murthy. “It’s one of those things where everyone is walking away from TV and we’ve found a lot of opportunities to scale our message on this platform. So much focus has shifted to digital advertising and Facebook, but millions of Americans still watch TV every day.”Five Four continues to grow its concept — Five Four Club members pay $60 a month to receive a curated box of two or three items, but pieces can also be purchased à la carte. Last July it launched a stand-alone footwear brand with Mark McNairy and introduced a streetwear-inspired activewear brand Grand Athletic Club late last year. It will offer grooming products under Mercer and Clay this month.
@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)