You should by now be no stranger to Veja. You know, the cult French eco-trainer brand seen on every tastemaker of note, recognised by its minimalist white V10 sneakers with the distinctive V logo. There was a good piece in the FT recently (sub req*) on how the brand rose to €60 million turnover.
“At a toast for [GQ editor, Will] Welch at Frenchette this spring, Wintour mentioned the time he and Adam Rapoport, the editor of Bon Appétit, played basketball with LeBron James, until Welch “removed himself from the court because of a seriously damaged fingernail,” Wintour said, joking that Welch “was ahead of the curve in knowing that grooming was going to come first in the men’s world.””
Reeves Wiedeman, New York Magazine. (more…)
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 FelicityHayward and Gurls Talk founder Adwoa Aboah for its latest ‘Free to Be’ campaign. (more…)