It's OK for intellectual feminists to like fashion

Blog title from Hadley Freeman's book The Meaning of Sunglasses : "Prada styles itself as the label it's OK for intellectual feminists to like".

The author is a bilingual fashion editor, writer and translator with a serious blog, cinema and magazine habit.

Twitter @FashionAbecedai

Email: fashionmemex(at)gmail.com

A universal tale of finding yourself with Jungian traits and multiple variants worldwide, the Brothers Grimm’s Snow White and the Seven Dwarfs has been re-imagined by Hollywood twice over the past six months: Mirror Mirror and Snow White and the Huntsman. With its “Miroir, Miroir” email sent early July, Chanel is keeping with the trend and banking on how the story echoes in ourselves to increase opening rates.

The entire email copy references fairy tales. The subject line refers to a (likely incorrect, depending on the translation) Snow White quote so engraved in popular culture finishing it is not necessary for the recipient to know this email is about beauty. The call to action invites the customer to go through the mirror, a possible reference to Alice in Wonderland, another tale with a looking-glass at its heart. The email ultimately links to a short film teasing the upcoming Rouge Allure lipstick line, “lips red as blood” being one of Snow White’s three key beauty attributes.

The film, where “crystals become makeup and reveal kaleidoscopic beauty”, is more science fiction than fairy tale, India-influenced rather than set in the German forest. According to Style.com, inspired by the “something Indian” in the new lipstick, Chanel creative director of makeup Peter Philips looked at Karl Lagerfeld’s Paris-Bombay and “a specific mirror-embellished coat” to direct the short. India is a popular inspiration for beauty brands at the moment: Clarins, Boucheron and NARS have all released wide-reaching lines rooted in the subcontinent. Yet the Chanel email copy follows the decidedly Western angle of Snow White.

Pictures: Top picture, Miroir miroir, Chanel email July 2012; Photos 2 and 3: Julia Roberts as the Evil Queen in Mirror Mirror, Relativity Media 2012; Photos 4 to 7: Charlize Theron as the Evil Queen and the mirror in Snow White and the Huntsman, Universal Pictures 2012

Posted at 8:35pm and tagged with: Brand communication, Classy film, beauty, chanel, email marketing, karl lagerfeld,.

Hands up if you’ve ever finished a tube of lipstick or mascara before its best by date/you lost it/it broke.

Over the past few years, for hygiene reasons, cosmetic brands have started printing logos indicating how long you can hold on to a product, once opened. This goes from three months for a mascara (assuming it doesn’t dry before) to two years for a lipstick. Considering the average mascara tube contains 7 ml of product*, assuming you only owe one and apply it daily for 90 days straight, it means you’d have to wear 0.08 ml of mascara a day. It might not seem a lot but when it comes to eyelash coating, it actually is.

Since we’re reluctant to throw away a half-used product, many a make-up case contains cosmetics so out of date they’re a health hazard. Binning these items would mean, when purchasing, knowingly spending a percentage of the price on product never to be used. Isn’t it time the industry starts selling smaller quantities of make up, containing realistic amount of product considering the best by dates? This would mean customers buying more often, wearing make-up of a better quality and not putting their immune system at risk during their morning beauty routine.

* Data from the Helena Rubinstein mascara page

Photo: The 5 Make-up Items I can’t live without, Flickr user The Chatty Dormhouse

Posted at 8:05am and tagged with: beauty,.

Dear Tom,

Was naming one of your new nail lacquer shades Bitter Bitch really appropriate? You’ve been labeled a misogynist time and time again, at Yves Saint Laurent, at Gucci and for your own label. Your adverts have featured finger blow jobs, a model displaying a male fragrance on her Brazilian-waxed pubis, women feeling up men and the infamous G-shaped pubic wax. What’s a little name calling compared with the introduction of porn in luxury advertising? How do you even come up with a name like this? Is this a comment on the colour of one’s soul when one “is bitter about her (his) life and the things that have happened to him (her) and decides to take it out on the world”? A wink to Maria Sveland? I love the colour but the name will make me think twice about buying it.

Posted at 6:26pm and tagged with: beauty, Tom Ford, open letter, feminism,.

Saint Laurent Mauvais Garçon, Marie-Dominique Lelièvre

Saint Laurent the bad boy. The alcohol-loving, drug-taking, unfaithful, irregular Saint Laurent. In case of doubt on the content of Lelièvre’s biography, here is its very first sentence: “Il ne fut qu’un couturier”. He was a mere designer. For Lelièvre, the Saint Laurent myth is nothing more than marketing orchestrated by Pierre Bergé (who refused to collaborate to this biography and apparently forbid many former Saint Laurent collaborators from doing so). As mentioned in previous articles, many of Lelièvre’s assertions feel like little more than controversy for the sake of it. Contrary to many biographers of “la saintlaurentie”, she isn’t close to her subject, observing it in a cold and systematic manner. If anyone could accuse her of bias, it would be against Saint Laurent, of writing une biographie à charge. Is it better than being so blinded by your subject you’re incapable of criticism?

Le Monde à ses Pieds, Géraldine Maillet

Death by fashion industry at 21. Death by too much fame, too much money, too much coke, too much uncertainty, too much self-doubt and too little love. In the middle of the 2000s, Ruslana Korshunova was the model of the moment, a recognisable face among the Slavic hurricane engulfing catwalks. Former model Géraldine Paillet wrote a scenario-like imagined biography. Initially multiplying view points to only focus on Ruslana’s once she has found success, her narrative is time-marked by restaurants and people and by an acerbic take on the ridiculous side of the fashion industry. We’ll never know why Ruslana killed herself but Paillet suggests it is the consequence of a gigantic misunderstanding: Ruslana wanted to make her already proud mother proud, wanted love from people who already loved her and wanted eternal success in an industry where everything has a best-before date.

Helena Rubinstein La Femme qui Inventa la Beauté, Michèle Fitoussi

We owe her modern beauty. The scientific jargon, the three steps evening routine, the sunscreen and hydrating obsession: all courtesy of one Mrs Rubinstein. Poland-born, Australia-bred, America-famous, Helena Rubinstein built an empire based on an acquaintance’s miracle cream, a huge amount of will and work and an infallible instinct for what women (and men) want. ELLE journalist Michèle Fitoussi wrote a novelised biography full of imagined dialogues where Picasso and Paul Poiret are nothing more than secondary characters.

L’Effet Kiss pas Cool Journal d’une Angoissée de la Vie, Leslie Plée

It’s not easy going through life worried. Leslie Plée suffers from the kind of anxiety which stops you from doing something because you worry it will trigger worries. Rather than allowing this anxiety to spoil her life, she channels it into a cartoon blog. Her blog is so popular it has lead to two books, including L’Effet Kiss pas Cool, full of well-spotted and funny strips on the little moments in life that can become big if you suffer from heightened anxiety. Not bad for someone who used to worry about how her drawings would be received.

Pictures: Saint Laurent from Fashionfreax, Ruslana from The Fashion Spot (ad for Geog Jensen), Helena Rubinstein from The Wall Street Journal, Leslie Plée from Leslie Plée’s blog via Les Gridouillis

Posted at 4:47pm and tagged with: book review, ysl, yves saint laurent, beauty, Helena Rubinstein, model life, blogosphere,.