The nail art trend has reached a new level: Revlon is launching a series of beauty items, including nail polish, nail art, lip and eye products, all inspired by Marchesa designs.
"I feel that sitting at the cross section of fashion and beauty is very much a place where Revlon has always been," Julia Goldin, chief marketing officer of Revlon, told WWD. "This is a part of the DNA of the brand and something we will continue to do." The first in a series of three collections is Revlon by Marchesa 3D Jewel Appliqués. They feature eight patterns of nail decoration inspired by Marchesa's red carpet worthy gowns. The collection will first debut in the U.K. this September with the U.S. and Canada to follow in October. "Marchesa's designs are all about the essence of all glamour," said Goldin. "They are exciting, intricate, unique and make women look beautiful." "This partnership has tremendous amount of congruence and synergy and therefore it could go anywhere," she said. In addition to the beauty items, Revlon will also be the official makeup and nail partner for Marchesa's New York Fashion Week shows. Revlon's global artistic director Gucci Westman, will be lead makeup artist. Westman is no stranger to the Marchesa shows as she worked backstage at Marchesa's fall 2013 and spring 2014 bridal shows."Fashion and beauty are about self-expression and experimentation and taking a creative approach to your personal style," said Keren Craig, cofounder of Marchesa. "While we can't reveal all the details of our multicollection partnership with Revlon just yet, each collection will truly embody our brand's feminine and dramatic spirit."
According to Goldin, the partnership's goal is to bring high-end runway fashion to all women. "As a mass brand our strategy is [offering] glamour at affordable prices," said Goldin, adding that there will be coordinating in-store visuals and marketing activities to promote the collections. "Democratizing glamour and magic is a very important part of what Revlon can do."
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