Deciem — The Abnormal Beauty Company — is ready to make it in America.
In a multipronged approach, Deciem is opening several stand-alone stores in the U.S. in the next few months and launching its most famous brand — The Ordinary — in Sephora. The moves are the company’s first major push into the U.S. market. So far, Deciem’s projected $120 million to $150 million in net sales for 2017 are coming in from smaller markets, like the U.K., Canada, Australia and South Korea. Even without the U.S., Deciem was on track to double in 2018, according to chief executive officer and founder Brandon Truaxe, who in a move in line with his business’s transparency, pulled out the company’s financials on his phone during a meeting at the Plaza Hotel in New York.
“I’m looking forward to jumping into the creative process and exploring fashion through a different lens,” said actor Michael B. Jordan exclusively to WWD about becoming the first face of @coach ‘s men’s business. Not only will the actor appear in its global ad campaigns, but he will also create a capsule with designer Stuart Vevers. Tap the link in our bio to learn more. #wwdfashion
“The name of the show is GP — giant pockets,” said Karl Lagerfeld pre-show, in his backstage meeting room at @Fendi to Bridget Foley. @Bellahadid was one of the many famous faces who graced the catwalk including @Gigihadid, @Adwoaaboah, and yes, even @Kendalljenner. #wwdfashion
Photographed by Kuba Dabrowski/WWD
“We are obsessed with Fendi and we want to share this obsession,” said CEO Serge Brunschwig to WWD. @Fendi will be releasing a new capsule collection Oct. 16 centered around the Fendi/Fila logo created by Instagram artist @Hey_reilly. Further proving the logo trend isn’t going anywhere. Link in our bio for more details. #wwdfashion