The DRG Style Index: Maharishi, Grenson, influencers, Beautycon, Decléor
Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands and industry stories currently buzzing on my radar…
MAHARISHI DOES GORPCORE
Maharishi is back on my radar, enjoying a revival thanks to the emergence of something called gorpcore. Good to see the 90s originator of utilitywear-as-fashion (OK, alongside Stone Island et al) get its dues.
BEAUTYCON AND THE PIVOTAL GENERATION
Lots of articles floating around at the moment about the power of Beautycon. The beauty conference has tapped into the zeitgeist of ‘community’ by putting influencers and YouTube gurus at the heart of the event rather than brands. It’s all about hysteria when it comes to what Beautycon calls the Pivotal Generation. “Real influence is about hysteria, and what we do is scale hysteria,” Elyssa Starkman, Beautycon Media’s head of content told Business of Fashion (sub req).
DECLÉOR’S DIGITAL SPA
Just when I thought I couldn’t love Decléor any more, the botanical beauty brand opens its first U.K. store right on my doorstep. One of the great things about the new Westbourne Grove boutique day spa is its digital magic mirror. You can have a ‘Face Shot’ massage that’s filmed and emailed to you so you can repeat the steps at home. It costs £15 for 15 minutes redeemable against products. (I had the brow and eye lift to target my ‘elevens’.) For the record, my top Decléor picks are the Intense Glow Awakening Cream and Aromessence Neroli facial oil serum. Check out the treatments here.
GRENSON X HAECKELS
Congratulations Grenson on two beautiful new fragrances. I had a really nice chat with Grenson founder Tim Little at the launch, who explained how he wanted to partner with someone who aligned well with the Grenson brand values and thus picked Margate brand Haeckels (of seaweed-based skincare fame). He then introduced me to Haeckels founder Dom who relayed the story of first meeting Tim while wearing his favourite battered-to-death Grenson boots. Gotta love a genuine collaboration, right? That aside, the fragrances are outstanding. Queen Street is named after the Northampton Street where the original Grenson factory lived and is infused with botanical and woody notes topped with a honey sweetness. Elizabeth Street is the address of Grenson’s New York store and serves up a unique blend of coffee, lime, coriander and leather notes. Both are deliciously ‘unisex’ but Queen Street is the one I’ve been loving all week. Bonus: Mr DRG is a fan too. Buy them here.
WHAT DO INFLUENCERS DO?
A long winded but interesting read on celebrity influencer marketing. As with certain influencers, it’s ‘funny’ how once a campaign is over, you never see an actress in that designer’s clothes again…
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGE CREDITS: Maharishi, Beautycon, Disneyrollergirl, Grenson, Coach
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