Posted: July 8, 2014
Having worked with some of the biggest names in fashion (Alber Elbaz, Proenza Schouler, Jason Wu, Olympia Le-Tan and Chris Benz), Lancôme is continuing its tradition of celebrating the fashion capital of Paris by teaming up with three talented and emblematic Parisian designers: Yiqing Yin, Alexandre Vauthier and Jacquemus. Creating a snapshot of the present moment, Lancôme will bring three talented personalities into the spotlight, chosen for the strong flavor of their extremely differentiated creative universes. Its name? Nouvelle Vague by Lancôme. A new wave that unfurls on Parisian catwalks with constantly renewed freshness and desire.
Each designer was given carte blanche to create a new-genre makeup bag, resolutely exclusive and selective, a limited edition of 50 copies. A true luxury case for three of the Maison’s icons: L’Absolu Rouge, Hypnôse Star mascara and the Hypnôse Palette. Just one recognizable outer motif de rigueur: an evocation of the Lancôme rose, the brand’s iconic symbol since 1935.
Additionally, Lancôme has decided to team up with a Parisian model and music producer Caroline de Maigret. This is due to her style, of course, which is regularly reported in detail after a concert or runway show: an ultra-chic casualness.
For Lancôme, the collaboration is beging planned in several steps. It will start in September 2014 by accompanying de Maigret as she travels all over the world for her book release, How to Be Parisian Wherever You Are: Love, Style, and Bad Habits. It is a playful, inspired and beautifully illustrated codebook about the well-being and self-confidence behind the style of Parisian women. Ultimately, this vision of femininity is in perfect harmony with Lancôme. The brand saw de Maigret as an expert with whom they could have an intelligent discussion in order to better transmit a different, liberating form of beauty, a smart mix of indulgence and perfectionism, carefreeness and commitment.
A collaboration that has only just begun and that will truly take off in 2015 with the creation and development of an original makeup collection dreamed up by de Maigret, down to the very last detail, and with other isolated interventions.
“I am delighted by this collaboration, which is unlike any other and which truly reflects Lancôme,” explains de Maigret. “It’s the beginning of a lovely adventure with this brand that I love so much. A brand that offers a different vision of femininity: one that is free, intelligent and that touches both the heart and mind.”
Francoise Lehmann, general manager of Lancôme International, adds, “Our relationship with Caroline de Maigret inaugurates a new way of working with women who inspire us by placing them at the centre of our activity. Caroline has this very French form of curiosity and creativity that can be applied with an open mind to extremely varied fields, from art to music, from beauty to fashion. This is a way to revisit every subject, even the most serious, in a light-hearted, enjoyable manner and offer a completely new and surprising vision. It’s also a way to consider life as an inexhaustible source of happiness.”