Jewellery and accessories retailer Claire’s has launched a new online content series with “top cultural style influencers” as a means of engaging with customers.
Following last week’s announcement of Nicola Formichetti as the retailer’s new creative director in residence, the style series is the first of three upcoming projects launching in partnership with Nicola.
Each episode explores top trends and cultural themes around hair, makeup, nails, style and ear piercing.
Influencers leading the episodes include celebrity hair stylist Florido Basallo, nail artist Britney Tokyo, makeup artist Alexandra French and stylist Anna Trevelyan.
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The series will also feature different seasonal trends including Denim on Denim, ’90s Influence, Skater Girl, Preppy, Pink’d and more.
Claire’s said the move will reinforce its foothold in fashion through a culture-focused perspective and the products and accessories to deliver it.
The five episodes will roll out each week through the remainder of November and December, kicking off with “Fresh Hair Looks” followed by “Love This Makeup”, “Get Pierced”, “Nail Art” and “Get Styled”.
“As a brand dedicated to self-expression, we celebrate diverse points of view, creating space for the voices of others and giving them a platform to ignite inspiration,” Claire’s EVP and chief marketing office Kristin Patrick said.
“In that spirit, we continue to bring the best and most influential creators in the world to the forefront and give our consumers access to their amazing talents and insights.
“We partnered with Nicola Formichetti to direct our latest series and give today’s generation access to some of the best celebrity talent initiators and style creators across the industry.
“Florido, Britney, Alexandra and Anna each provide their own unique twist on hair, nails, makeup, fashion and piercing – inviting consumers to unabashedly dive into their imaginative worlds where they can uncover and embrace their own personal style.”
Nicola added: “Through Claire’s Content Studio we aim to help young people find their own style, a journey that should be pure joy and fun.”
“It was a very special project for me because we worked with top industry experts, who I’m also lucky enough to call my friends, to give them a platform to share their knowledge on what’s coming up next and what’s trending.”