On the 28th of August, Bershka revealed online and in shops its new collaboration with Billie Eilish.
Every clothe is in the singer’s own style: oversized baggy and hoodies, unisex outfits and her very own color range of black, green, white and orange.
This collaboration follows her cancelled collection with Siberia Hills, after they admitted to taking images of anime character Nozomi Tojo by Makoto Kurokawa without his consent.
The campaign video starring Billie Eilish is also in her own style:
She recently explained that she wears baggies and oversized shirts so that she does not feel any pressure from the public as nobody can make any assumption on how her body looks.
But she also added that she should not be an excuse to slut-shame the girls in the industry to show their body.
Grimes recently became the new face of the Adidas and Stella McCartney collaboration. It is not the first time she partners up with the British designer: back in 2016, she endorsed Stella McCartney’s POP perfume.
Now, Grimes is with back a collaboration centered around sustainability with eco-friendly fabrics.
Although, the campaign got as eerie and bizarre as it could get with Grimes: in an Instagram post, she shares her supposedly regular routine. She indeed reportedly – among other things – spends 2 to 4 hours in a deprivation tank to “astro-glide” to other dimensions, do screaming sesh and removed the top film of her eyeball. If you would like to try her work out routine, she fortunately explains it all on her Instagram:
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ADIDAS: Tell us about ur training regimen ? GRIMES: My training is a 360 approach. I first maintain a healthy cellular routine where I maximize the function of my mitochondria with supplements such as NAD+, Acetyl L-Carnitine, Magnesium, etc. This helps promote ATP and it’s incredibly visceral. From that point I spend 2-4 hours in my deprivation tank, this allows me to “astro-glide” to other dimensions – past, present, and future. In the afternoons I do a 1-2 hour sword fighting session with my trainer, James Lew, we go over the fundamentals that work the obliques, core stabilizes, and triceps as well as a few tricks. To wind down from this I spend 30-45 minutes on an inclined hike at roughly 4-4.5 miles per hour, arguably the most efficient workout. I then spend 45 minutes stretching before heading into the studio where my mind and body are functioning at peak level, with a neuroplastic goal between 57.5 and 71.5 AphC’s (which is my preferred range for my blood type). I’ve outfitted my studio with the highest grade of red light. It is pretty much 1000 sqf IR Sauna. Hana then comes over and we do a screaming session for 20-25 minutes while I slow boil the honey tea that maximizes vocal proficiency. I have also eliminated all blue light from my vision through an experimental surgery that removes the top film of my eyeball and replaces it with an orange ultra-flex polymer that my friend and I made in the lab this past winter as a means to cure seasonal depression. I go to bed with a humidifier on. #asmc #adidasparley #createdwithadidas #gentrifymordor
Reactions went from “OMG same” to incomprehension, but at least McCartney seems pretty happy with the collaboration.
This troll – or Elon Musk-y routine – sure had a positive effect on the campaign as it reached up to 130,000 likes in just a day. McCartney also wrote “Grimes is the perfect embodiment of the Adidas by Stella McCartney core values”.
22 years after their first collaboration, the Spice Girls endorsed the crips brand Walkers. The girls band (minus Victoria) are working with the company alongside their UK reunion Tour.
The ad is indeed a way to elect their Best Fan Ever and offer one’s a chance to meet the girls on tour.
In July 1997, the Spice Girls first partnered with Walkers to launch their “Cheese & Chives” flavour. As part of the deal, each Spice Girl featured on packets individually and as a group.
In 2002, Victoria Beckham took part in a solo ad for Walkers, after the band had gone on hiatus.
They also starred in two television adverts alongside Gary Lineker. During this time, Walkers reported a six percent increase in their brand’s volume share of the crisp market within the first eight weeks of the Spice campaign.
Over the years, official Spice Girls branding has appeared on hundreds of products. With partnerships with the likes of Pepsico, BT, Asda and Hasbro, they are the most merchandised group in music history.
This year’s edition at Disneyland Paris was truly amazing and beat records: 3 nights, 12 DJs and 25,000 attendees!
Disneyland Paris hosted for the third edition the festival powered by My Love Affair. This year, the festival hosted international EDM masters with: The Magician, Showtek, Nervo and Steve Aoki the first night.
For the third year in a row, My Love Affair was in charge of:
- Design of the full concept and line-up
- International artists selection, booking and management
- EMEA 360 marketing strategy and communication strategy
- Media partners management
- PR strategy
On Saturday, no rest for music lovers as B Jones, Jax Jones, Nicky Romero and Alesso set the stage on fire!
“To perform here is like a child’s dream we thought impossible, unrealistic. Where can we hold a big party in the middle of a Disney park? Nowhere! That is why you should come to Electroland” stated Jax Jones, while Nicky Romero added “to come here as an artist is combining two universes, it is combining what is the most beautiful in those two worlds. It is an unrealistic experience“.
Finally, to close the festival, Nora En Pure, Fedde le Grand, Feder and Armin Van Buuren ended the festival with an unrealistic energy.
I you did not have the chance to be part of that experience yet, brace yourself, Electroland will be back for a fourth year! See tickets and more information here.
My Love Affair partners up with Grand Prix de France for a private show with Bob Sinclar. My Love Affair organises the artist booking and management alongside with the social media endorsement.
Monaco F1 Grand Prix is a circuit Formula One racesince 1929. This year, Bob Sinclar is the guest of the musical entertainment of the championship, promising to be epic!
On Saturday, Bob Sinclar, who will lead off the festivities. The French DJ and music producer is prolific since the 2000’s and wrote several international hits.
Since 2013 the premium ice-cream brand Magnum has its own Magnum beach to gather the crème de la crème of Cannes Festival. Magnum showcases various experiential brand and product animations, complemented with an exclusive music show. This year’s show was in collaboration with My Love Affair who booked and managed the famous designer Virgil Abloh.
This year, the American fashion designer, entrepreneur and DJ Virgil Abloh performed exclusively at the Magnum Beach. The artistic director of Louis Vuitton is also the chief executive officer of Off-White which he created in collaboration with rapper Kanye West. Abloh does not stop with fashion and is now spinning records, from London’s renown club Fabric, to the Magnum Beach for Cannes Festival.
The 9th edition of Serre-Chevalier Trophy allied skiing and music. With its traditional ski championship, it also hosted a nocturne parallel slalom. For a second year of collaboration, My Love Affair planned two exceptional shows on the pistes. My Love Affair took care of the artist booking and artist management, the PR campaign and the social media endorsement.
Charlie Winston, British singer and famously known for his single ‘Like a Hobo’ started this new edition of Serre-Chevalier Trophy, 10 years after the success of his first album. He released in 2018 his fifth album Square, which follows the pop folk tracks that built the artist’s success.
Following the championship on Saturday 30th of March, Bob Sinclar offered an exceptional DJ Set. The French music producer, DJ and remixer, behind several number one hits, featured with the most renown international singers. His single ‘I Believe’ is peaking on radio charts since its released in June 2018.
Axe and Dutch DJ Martin Garrix announced the release of the official music video for “Burn Out”, the DJ’s latest single. The video’s creative, set in a laundromat, brings the watcher through a journey of different wonderful worlds.
“I am very honored to be part of the Axe Music platform roll out. I love the campaigns Axe has done in the past and when we all met in my studio, I felt a great connection, which is super important for me in collaborations like this. I am super happy with the result of the video for my Burn Out,” said Martin Garrix.
“Music seems a natural extension of the AXE brand. We’re all about attraction and music has the power to bring people together, so we knew we wanted to do more in that space”, says Rik Strubel, AXE’s Global Vice-President. “Martin Garrix is a great example to young guys – he’s achieved so much at such a young age and boasts natural confidence that is so on brand with AXE. We’re super honoured that he’s joining AXE Music as our ambassador and we’re looking forward to the amazing things we’ll do together”.
This announcement and branded music video was set-up to celebrate the launch of Axe Music, the brand new music platform launched by the brand.
You can watch the music video here:
Ray Ban Studios just launched the cat eyes limited edition. Nina Kravitz, russian techno DJ has just designed two 1960’s cat eyes pairs and it is fabulous.
“The cat-eye hasn’t been produced by Ray-Ban for a long time, but I was adamant about our collaboration (using it), as that’s my favourite frame style. Besides my limited capsule collection, from now on, all cat-eye frames Ray-Ban make will be named ‘Nina’ after me. I find this amazing!” said Kravitz to Dazed.
The cat eyes frames was inspired by the french and italian retro style. Today, Ray Ban Studios made the cat eyes frame unique and authentic. It feels Nina’s beat.
You can find Nina Kravitz limited edition on Ray Ban’s website and selected stores.
“Revival” singer Selena Gomez is back for the third time for new Coach Fall 2018 Campaign and joined by actresses Kiko Mizuhara, Guan Xiaotong and actor Timmy Xu.
Shoted by Steven Meisel, the Fall season is all about NY vibes with prairie dresses and Western details and the result is incredible.
“I love the way that we have pushed the Coach gang further this season to be more unique, diverse and just overall cool in their attitude. It’s how I see people here in New York enjoying wearing clothes and just feels really relevant to me.” said Coach creative director Stuart Vevers.
Glen Luchford and art director Christopher captured the “Sign of the Times” singer Harry Styles in North London for the Fall Winter Gucci tailoring campaign.
The remarkable campaign let you enter in a British old style with the famous “Michelle”, Beatles song with Harry entering in a fish & chips with a real-life chicken and pose then with several dogs.
The British Gucci vision of creative director, Alessandro Michele is astonishing, it goes from retro chic to light classic embroidery.
This partnership is worth everything especially since Harry himself loves to wear Gucci.
You can watch the campaign on the link below
Just recently, Jax Jones, best known for his “You Don’t Know Me” 2016 single featuring Raye and also for his global hit featuring Demi Lovato, announced a short term collaboration with fragrance house Paco Rabanne Parfums.
In order to amplify the brand’s campaign #MillionLuckyDance, agency My Love Affair advised that bringing together Jax Jones and 45 different dancers in London hotspots Southbank and Covent Garden, over the course of two days, would create guerilla style dance activity with high public engagement to help push and share the #millionluckydance message.
Jax Jones performed short DJ sets on an exclusive branded DJ Truck, whilst people’s own dances would be uploaded via social media. Paco Rabanne samples were also handed out to willing participants.
Many people shared their dance while 6000 samples were given away and over 20 Million people were reached online over the course of the activation.
Disneyland Paris was THE place to be in late June this year.
After a first successful EDM night last year, Disneyland Paris came back with 2 nights and 8 international DJs this year.
The wisely chosen lineup starred Dimitri Vegas & Like Mike, Afrojack, Robin Schulz, Bob Sinclar, Mosimann, Klingande, Henri PFR and Lovely Laura & Ben Santiago.
The Electroland festival welcomed more than 16,000 EDM lovers: a brilliant night for the public, but also for the DJs who shared their love for the experience.
“This is a very cool set up to play. The backdrop with the Tower of Terror, the Hulk (..) So I love the concept. It’s genius. It’s Disney madness,” stated DJs Dimitri Vegas & Like Mike.
Electroland allowed consumers to attend the music festival whilst still being able to enjoy the rides until late at night.
Plans for 2019 are even more exciting and the team behind the festival are over excited about what is to come next year.
Reebok just released their #BeMoreHuman campaign starring Ariana Grande, Gigi Hadid, Gal Galdot and Danai Gurira to promote women.
For many years, Reebok has always been motivated by the challenge of Female Empowerment.
As stated by Melanie Boulden Marketing VP at Reebok: “We did this back in the 1980s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it OK for women to sweat and have muscles. We are still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move — the essence of our Be More Human philosophy.”
The brand created this campaign in order to support women deeper in association with the Movement Foundation and The Women’s Strength Coalition. Women have a voice, they are strong, and they can make changes.
Through this campaign each artist shares their opinion on what it means to them to be more human. On top of that, the brand has developed posters with a quote that means something to each of them personally.
Nick Rivera Caminero known as Nicky Jam is a famous reggeaton artist, awarded a Latin Grammy Award in 2015 for the song “El Perdon”. The singer was just recently announced as the new ambassador for swiss watch brand Hublot (LVMH).
As a longtime fan of the brand, Nicky Jam was an obvious partnership choice. Only last year he was spotted at the Hublot Loves Art in Miami.
It’s a big move for the brand: Nicky was recently seen sporting the watch brand during his performance of his newest track “Live It Up” during the 2018 FIFA Russia World Cup final on 15th July (alongside Will Smith).
Nicky Jam, new Hublot Ambassador, said: “It’s an immense privilege for me, as a real watch enthusiast, to become the ambassador for a Swiss watchmaking brand like Hublot. In Latin America, Hublot is an absolute reference thanks to the technical quality and incomparable aesthetics of its watches. After having been its friend, I am now becoming its ambassador.”
Nicky Jam joins a long list of A List celeb ambassadors such as Jay Z, Usain Bolt, José Mourinho, Pelé, Bar Refaeli, Lang Lang and Floyd Mayweather.
On January 25, Adidas released their new campaign featuring no other than Dua Lipa.
The campaign – entitled “Original Is Never Finished” – was inspired by the pre-animation technique of zoetrope.
Watched by more than 12 Million people in less than 6 months, the video was directed by Manu Cossu and is already a huge success for the brand in a constant move to speak to a wide millennial audience and involved talents that are relevant to today.