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Positive fashion: On Zalando, activist spokesmodels and profitable ethics



At The Beauty Conversation* we have been talking for a while about the shift from models and influencers to ‘activist models’, as a vehicle for brands to express their ethical values. This shift is reaching its peak now with most brands hiring outspoken role models who have a strong social media following and a passion for activism or a cause rather than standard models or It Girls as their ‘face of’.

Example: multi brand e-commerce retailer Zalando, who has hired gender nonconforming model Rain Dove (above), plus-sized model Felicity Hayward and Gurls Talk founder Adwoa Aboah for its latest ‘Free to Be’ campaign. (more…)



New name to know: Legres artisan boots



Legres boots

I had a DM chat with a Twitter buddy a few weeks ago, who sent me a photo of some extremely chic riding boots she was trying on in Matchesfashion. “What do you think?’ she asked. “OMG, where from? Buy them!” I insisted. I had no idea who Legres were then, but now I do.

It’s an anonymous ‘London-based collective that works with traditional Italian artisans to create timeless footwear staples’, according to the Matchesfashion blurb and it’s oh so very me! (more…)



At Asystem, ‘betterment’ is wellness for the macho guy



Asystem wellness and betterment brand for men

Dear men, the wellness industry is coming for you. And it has a macho-er (read: competitive) name – ‘betterment’. For this you can thank Oli Walsh the founder of the influential Wednesday creative agency, and Josh LeVine of Frame denim, who together have just launched Asystem.

Asystem aims to make it ‘as easy as possible for men to feel, look and perform at their best’, with an initial capsule subscription skincare and ingestibles line. The skincare consists of a Clinique-esque cleanser, moisturiser and “rebuilding” cream (for $45 a month), and the energy, stamina and focus-boosting ingestibles cost $75 a month. Or you can get the combined ‘Total Body System’ for $99 a month.

Asystem wellness and betterment brand for men

With its accompanying nutrition, mind and body blog, and a coffee table book celebrating aspirational tastemakers, it certainly seems to tick all the zeitgeist boxes for the 21st century self-improvement guy. Oh and for the full goopification-for-guys monty, there’s the BeachHouse event ‘space’ for meet-ups and mind-body lectures.

Asystem wellness and betterment brand for men

It all sounds a bit colour-by-numbers, but the founders have form – and major industry clout. If their combined network of friends and influencers in high places helps spread the word, they have a ready-made head start in the game. It just remains for the products to, well, perform…

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Asystem
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Barneys plot twist: Farfetch is in the frame as a buyer (UPDATED)



Barneys by Jean-Philippe Delhomme

An interesting update in the Barneys bankruptcy story. Online ‘marketplace’ Farfetch is apparently in the frame to buy the store, negotiations which were already taking place before the news was announced of Barneys’ Chapter 11 bankruptcy filing, according to the New York Post.

Why this is interesting. (more…)