THE DRG STYLE INDEX: ESTEE LAUDER, LOUIS VUITTON, MAISON KITSUNE, J.W. ANDERSON
Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. ESTEE LAUDER’S NEXT-GEN SIGNING
Estee Lauder’s quest to engage the next-gen beauty consumer is going at a cracking pace. Its signing up of Kendal Jenner was a stroke of genius and it has now followed that up with the latest signing – Korean social media star Irene Kim. Kim is a leading K-Beauty influencer and TV personality and as a global beauty contributor, she’ll be spreading the Lauder gospel across Estee Lauder’s (and inevitably her own) social content channels. Wins all round.
2. NO MORE TAKASHI MURAKAMI FOR LOUIS VUITTON
One of the first brands to employ a ‘playful luxury’ approach, Louis Vuitton scored big with its Takashi Murakami collab back in 2003. But now the multicolore monogram collection is being discontinued. It’s tempting to wonder if it’s a sign of the brand wanting to distance itself from Marc Jacobs’ accessible customer and move in a more sophisticated direction, but my guess is it’s just not selling any more.
3. MAISON KITSUNE FOR SHU UEMURA
Beauty brands love collaborating with fashion designers and the more novel, the better. I like the sound of the Shu Uemura Maison Kitsuné holiday collection. Including make-up and two hair products, it will be available in stores from October.
4. J.W. ANDERSON X DIET COKE
What to make of the J. W. Anderson X Diet Coke collab? Jonathan Anderson’s die hard fans on Instagram weren’t too thrilled, but I can appreciate his strategy. As with his Topshop collaboration, you can’t ignore the chance to work with an iconic brand that has a vast global reach.
WORDS: Navaz Batliwalla/Disneyrollergirl
