THE HEALTHY LIFESTYLE AGENCY
DEVITA &
NY FASHION WEEK
CREATING THE STORY SETTING THE SCENE: Beyond natural, DeVita occupies a unique space in the world of natural skincare and color cosmetics--the line is vegan. The DeVita customer is highly educated and understands ingredients, yet the brand had great potential to appeal to a wider consumer audience. Women are becoming increasingly concerned with what they put on their skin,so we needed to make the brand more desireable and attainable. To meet this challenge we connected DeVita with an upcoming New York Fashion Designer, who was making her big debut at NYFW. Together a story was crafted and the media went crazy.
THE FIRST ALL VEGAN FASHION SHOW.
THE SETTING EYEBEAM, NYC: The Vaute Couture show was held at Eyebeam, the leading not-for-profit art and technology center in the United States. The space, which in the past, hosted fashion events by edgy brands like; Christian Siriano, Mark McNairy, Creatures of the Wind, Honor, and Heisel-was the perfect backdrop for this unique collaboration.
THE COLLABORATION DISCOVERING COUTURE: One of the main reasons why we connected DeVita Cosmetics with Vaute Couture is because of Leanne Mai-ly Hilgart. This fashion maven is the lead designer of Vaute, and has been an advocate for animals since she was 8. Beginning her career as a model she was on the other side of the fashion industry, making the shift to designer after realzing there is was no outerwear option out there that was cruelty free and fashionable. Since then the media has compared her to Stella McCartney, and she is THE one to watch in the fashion industry right now.
“LEANNE IS A GAME CHANGEREMBODYING COURAGE, CONVICTION, & CREATIVITY.” - CONDE NAST & THE MAZRA6 CAMPAIGN
THE EVENT BRINGING IT TOGETHER: With DeVita Cosmetics as the official make-up sponsor and Salon Champu as the official hair sponsor, the scene was set for the 1st entirely vegan show at New York Fashion Week. As part of the DeVita make-team, we recruited lead makeup artist and Green Beauty Expert Rebecca Casciano, to help take charge. Rebecca has worked with many industry heavies including; Frederic Fekkai, Anderson Copper, Martha Stewart and Mary J. Blige, as well as being a make-up artist at The Grammys. To help capture the event we had our in-house photographer on site, and had a videographer come to produce a video recap for social media and press.
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THE HEALTHY LIFESTYLE AGENCY
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