Last night, 100 dancers, or “Beauty Butlers,” took over the Place Vendôme in Paris, dancing in formation. Each was dressed in Karl Lagerfeld’s signature look—a black suit and a white shirt—and finished with a Daft Punk-esque helmet. Earlier that day, these beauty butlers made the rounds in Paris in groups of ten to celebrate the launch of a new 52-piece makeup collection that was done in collaboration with the designer and Australian beauty brand ModelCo.
The collection came about when Lagerfeld and CEO Pier Paolo Righi approached ModelCo CEO Shelley Sullivan on the heels of their collaboration with Hailey Baldwin.
“Being in the business of beauty, with cosmetics so close to Karl’s heart, you have to do it,” Righi tells CR. “ModelCo is so close to the DNA of Karl Lagerfeld; they do things out of the box, nimble, fast and they’re very connected to the millennial consumer.”
Righi added that Sullivan was quick to grasp the three I’s—the icon, iconic style, and the iconic way—that make up the DNA of chez Lagerfeld. For Sullivan, the process was a lot of fun: “Karl is witty, charming, fun, and extremely creative,” she says. “I’m a beauty queen and he is a fashion icon so it made it quite easy.” She maintains the products in her 15-year-old cosmetics brand are for everyone and for all ages.
Speaking of products, they’re so cool and interactive, they double as keepsakes—ModelCo brought back the signature lighted lip gloss wand (think: the lightsaber from Star Wars) that comes with a mirror on the side so you can “enlighten while you lighten,” according to Righi. Only a limited quantity was made—the result of Sullivan’s “get-it-while-you-can” approach—and the products are going fast. Righi confirmed that Galeries Lafayette already sold out of certain products within 24 hours.
It’s a win-win situation for both parties. For ModelCo, it opens up the brand to new consumers and to distribution in the U.S. at Nordstrom and in Europe at Douglas, among others. For Lagerfeld, it adds cosmetics to his stable of branded merchandise.
After the al fresco performance, the dancers headed inside and upstairs for more dance routines in the Hotel d’Evreux where guests were looking on from the windows above. The brands turned the iconic space in a pink playhouse—pink vinyl sheets covered the windows, giving the Paris sky a rose-colored tint. A photo booth was stationed with more of the butlers posing with the guests, including actress Kaya Scodelario and influencers Caroline Daur, Dilone, Mrs. Bella, and Sananas. Guests also had a chance to photograph and demo the lighted lip glitters, Choupette-inspired eyeshadow palette, and lip gloss pot in the shape of the Karl-inspired helmets. All the while, everyone sipped signature pink cocktails that tasted like a chocolate, raspberry, and lemon, while DJ Wladimir Schall ran through retro disco dance hits.
At the entrance, there was a sketch of the lip gloss by Karl that was reminiscent of one of his fashion sketches, which begged one to wonder if the process of designing a lip gloss was any different for Lagerfeld. Head of Image and Communications for Lagerfeld Caroline Lebar explained it this way: “It was only different in that it was an object. He shows a lightness and easiness, so you don’t wonder if the journey was different.” After all, he has been doing collaborations for more than 15 years. Still, after 34 years, she says she’s still learning new things about him. “He is a man of surprise,” she says. “You can’t try to figure out what he will do next.”
Karl Lagerfeld x Modelco launches today.END
prev link: https://www.crfashionbook.com/beauty/a20717799/karl-lagerfeld-modelco-makeup-collection/
createdAt:Wed, 16 May 2018 15:07:03 +0000