Chantelle Rethinks Lingerie Marketing

Chantelle has a new brand identity.
The French lingerie brand has hired Renaud Cambuzat, a French fashion photographer, as chief creative officer, a newly created position. Cambuzat has been tasked with rethinking what lingerie and underwear marketing for a 142-year-old brand should look like.
“As lingerie-makers, we do have the responsibility in how we portray women,” Cambuza said. “We want to redefine how lingerie is portrayed and how women buy it. We don’t want to speak for them. They can speak for themselves much. We want to speak to her on different levels and reflect her complexity.”
Cambuzat has changed the logo, which is now a bit heavier and Millennial-friendly, and produced brand visuals he believes are more soulful than traditional lingerie advertising. The images are bright and crisp showing models wearing Chantelle bras and underwear with ready-to-wear in natural landscapes as opposed to a dark bedroom.
Sonja Winther, president of Chantelle North America, said the re-brand wasn’t a direct play for a younger customer, but an effort to make imagery that’s accessible to all types of women and helps increase brand visibility.

“We have always had an issue where not enough people know who we are and I think in this digital era we

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Nicholas Kirkwood Rethinks Retail

TEAM WORK: Nicholas Kirkwood has been rethinking the traditional retail concept and is adding new experiential elements to his Mount Street boutique.
His latest project, “Nicholas Kirkwood Presents” will see the store transformed into a creative space that will feature store takeovers or pop-ups spotlighting collaborations between the footwear maverick and a wide range of other creatives, from jewelry designers, artists, florists and writers.
“I think there has been much discussion around the changing face of retail and for us it was about offering something unique to Mount Street as well as our existing clients, creating an area of discovery for our customers and allowing us to partner with various artists from different disciplines that truly complement the Kirkwood aesthetic,” said the designer, who has also recently worked alongside longtime collaborator Robert Storey to redesign his store and introduce customization services for his signature Beya loafers.
The series began with the installation of a piece by artist Haroon Mirza, called “Orion and the Water Giver,” that was taken from the designer’s personal collection. The second part of the series will include an in-store installation created by Kirkwood and the New York-based fine jewelry designer Eva Fehren, who will be making her first foray

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MoMA’s Makeover Rethinks the Presentation of Art

The Museum of Modern Art unveils the plan for its expansion and redesign, which emphasizes diversity and chronology.
NYT > Arts

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