THE SCOOP #25
9:57 AM
In this week’s edition, Calvin Klein invites music lovers to two iconic Los Angeles
locations in their new video, New York Fashion Week throws open their doors
(for a price), and yet another Kendall-Jenner-backed project goes belly up. One
Argentinean agency offers us indie cinema as a cure for the current state of
the world, and we get a lesson in minimal branding from a brand with no brand.
1 - Estée Edited
Just one year after launching with spokeswoman Kendall
Jenner, Estée Lauder’s Estée
Edit line is being discontinued, having failed to draw in younger buyers. The
brand will instead focus on acquiring smaller existing lines that already have
clout with millennial consumers. Read
more here.
2 - CK / xx
Raf Simons continues his winning streak as Calvin Klein’s
Chief Creative Officer with his latest project—a video for The xx’s single, “I
Dare You.” Read more
about the collaboration and watch the video here.
3 - Open Doors at NYFW
IMG’s new program—NYFW: The Experience—will make New York
Fashion Week slightly more accessible to fashion consumers, offering luxury
packages for those interested in attending the usually invite-only runway shows
and events. Read
more here.
4 - Brandless
The recent startup household goods website, Brandless, provides a case study in
minimalistic branding and design, in favor of product-focused presentation. Read
about the brand’s stripped-down approach here.
5 - Don’t Go There
This Bronze-Lion-winning campaign, by La Comunidad, Buenos
Aires, underlines the apparent collective deterioration of humanity’s common
sense in an effort to promote independent cinema. Read
more and watch the spots here.
0 comments