Beautymute Magazine #249

BEAUTY

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Issue 249July 2021

STILL FEELING GOOD NEWS ABOUT FASHION NOT ABOUT CORONA

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EXCLUSIVE EDITORIALS

THE NEW BM JULY ISSUE

MUTE MAGAZINE

CLASSY IS YOUR CHOICE? THE STYLISH AND TRENDY LOOK INSPIRATIONS

BY THE WORLD BEST PHOTOGRAPHERS

BEAUTYMUTE AND THE NEW DESIGN!

La naissance d’Aphrodite

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COVER STORY Photographer: Skiss Photos Model: Ysaline 1ère Lady Angel Beauté Idf 2020 @Angel Beauté France Hair Stylist: Tiphaine Makeup Artist: Chay Belissima Hair Stylist: Gary

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Photographer: Skiss Photos Model: Ysaline 1ère Lady Angel Beauté Idf 2020 @Angel Beauté France Hair Stylist: Tiphaine Makeup Artist: Chay Belissima Hair Stylist: Gary

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Wardrobe Stylist/Photographer: Laeila Milleri Photography Makeup Artist: Tomek Welkier Model: Timothy @Ros Model Management Agency: Ros Model Management Hair Stylist: Zaneta Kujawska Kubala

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H&M and Netflix's Sex Edu& cation collaborates on a back-to-campus inspired col& lection

Netflix’s Sex Education has been on top of everyone’s watchlist since its premiere. Now, with a third season coming soon, Netflix has joined forces with H&M to launch a back-to-campus inspired collection. For this exclusive collaboration, H&M has created a campaign focusing on relatable and strong moments connecting to female empowerment, self-love and transparency by recreating scenarios from previous seasons of the popular series.

With its varsity garments in crimson red and the logo of the series’ fictional town’s name, Moordale, this collection has just the right amount of retro-feel to it. It’s mainly influenced by the series’ vibrant lead characters, who you can easily spot on the prints on some of the garments.

The collection will launch in H&M stores and at hm.com 12 August 2021.

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“Kendall for ABOUT YOU”: ABOUT YOU launches first drop with Kendall Jenner – available exclusively for 72 hours

On 25 July 2021, the fashion online shop ABOUT YOU presents its first drop with Kendall Jenner, one of the biggest and most famous celebrities and fashion icons worldwide. The drop comprises a total of 11 designs in different colourways, consisting of Kendall’s everyday favourite pieces that reflect her personal style. Each individual piece is numbered and has a special code that includes Kendall’s birthday: 11/03. “Kendall for ABOUT YOU” is available exclusively for 72 hours in all 23 ABOUT YOU shops across Europe, which is a premiere for the fashion online shop.

With 173+ million Instagram followers, Kendall Jenner is one of the biggest and most famous models in the world and inspires her followers with her individual style. It was not only her individuality but also her authenticity that convinced ABOUT YOU to create a drop with Kendall and make her style available to shop across Europe. With “Kendall for ABOUT YOU“, the fashion online shop launches its first drop, which is available simultaneously in all 23 European ABOUT YOU markets. The special highlight: the drop is exclusively limited to 72 hours, starting on Sunday 25 July at 00:00 (CET ). From 15 July ABOUT YOU customers and Kendall fans will have ex-

Each of the 11 pieces of “Kendall for ABOUT YOU” have a unique number code stitched onto it. It includes 11/03 which is Kendall’s birthday. “Our goal with this campaign is to create hype among digital natives and make Kendall’s unique style accessible to all ABOUT YOU customers. The drop itself has become very personal and is made up of Kendall’s favourite pieces,” explains Julian Jansen, Content Director at ABOUT YOU. “I love basics. You can combine every piece in the drop as a mix and match. And the pieces are numbered according to my birthday,” says the model herself. The shoot took place in Kendall’s hometown of Los Angeles to show her in her usual and natural environment. The result is a very personal campaign that shows her as real and close as never before. Another premiere: Her dog Pyro, who was part of the shoot as a special guest. The campaign was photographed by the internationally renowned Zoey Grossman. Creative direction by Donald Schneider Studio.

The drop includes cool essentials with an elevated touch like soft shirts and tops, basic shorts and cropped jumpers, but also very special pieces like a slip dress or a bikini.

In terms of colour, the styles focus on basic shades such as beige, taupe, black and white and are rounded off with trendy camel and red as well as soft green and ochre.

This summer drop “Kendall for ABOUT YOU” is the first of two planned drops. The 11 fashion pieces will be available from Sunday 25 July 2021 in all European online shops of ABOUT YOU in sizes 34 to 44 or XS-XXL and cost between 39.90€ and 79.90€.

High-resolution images of the campaign can be downloaded here.

Watch the campaign film here.

ABOUT YOU ABOUT YOU digitizes the classic shopping stroll by creating an inspiring and personalized shopping experience on the smartphone.

At ABOUT YOU the focus is on the customers, who are supported in expressing themselves individually through fashion. On the website aboutyou.com and the multi-award-winning ABOUT YOU app, customers find versatile inspiration and a range of more than 400,000 items from over 2,000 brands. With more than 30 million unique monthly active users, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe. It is currently active in 23 European markets. With the ABOUT YOU Commerce Suite, the fashion tech company also offers its own e-commerce infrastructure as a licensed product.

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Credit: Patrice Brylla Tobias, what is the Back to School campaign about and what kind of assortment is Zalando offering?

Tobias: Back to School is a common theme in the kids e-commerce and retail environment and markets products that children need for school. Due to the coronavirus pandemic some children will be coming back to school for the first time after months of homeschooling. This is why the theme has gained even more relevance. The Back to School campaign is powered by Zalando Marketing Services (ZMS) and features over 30 brand partners, including Levi’s, New Balance and Geox, participating with an inspiring assortment of clothing, footwear and accessories for children. We kicked off the campaign in the Nordics, where kids go back to school earlier than in other European countries. It also just launched in Germany and will be rolled out in the majority of Zalando markets.

When was the Kids category launched and how many brands does it currently feature?

Tobias: The Kids category launched on Zalando in 2010 with brands like Superfit and Naturino.

Today the category features more than 100,000 products from more than 1,000 brands. Some of our bestseller brands include Nike Sportswear, adidas Originals and Next.

Can you talk us through the most exciting recent additions to Zalando Kids?

Tobias: We recently onboarded exciting brands like Lindex and Arket with a strong focus on sustainability. We also just launched a collection by a popular Scandinavian brand Mini Rodini for which Zalando was the exclusive retailer. It was a great addition to our more sustainable assortment for kids, which is a big focus area for us.

Back to School with Zalan& do: What’s Next for the Kids Category

With summer holidays in full swing, Zalando is looking ahead and launching its dedicated Back to School campaign highlighting inspirational brands and products for the new school year. We sat down with Tobias Rubbenstroth, Head of Kids at Zalando, to learn more about the exciting new offers and to hear about the future ambitions of the Kids category at Zalando.

Speaking of more sustainable assortment: Zalando recently upgraded its goal for the share of more sustainable products in the overall Gross Merchandise Volume (GMV ) to reach 25% by 2023. How does the Kids category fit into this ambitious goal?

Tobias: At Zalando, the Kids category already has a high share of products fulfilling our sustainability criteria. But there is still a huge opportunity to further grow our more sustainable assortment for Kids, especially as demand for sustainable products is growing among Gen Z and Millennial parents who are paying increasing attention to the products their babies, toddlers and kids are wearing. We see a lot of Kids brands being frontrunners in using more sustainable materials and processes, and we are happy to be able to offer our customers a great selection of more sustainable products from brands such as Veja, Lindex or Patagonia. To fulfill growing customer demand, we are constantly raising the share of more sustainable products in our private labels, including our brand Friboo.

More broadly, how does the Kids category support Zalando’s strategy to be the Starting Point for Fashion?

Tobias: In the last few years, Kids fashion has developed from a niche segment to a strong category within fashion e-commerce. At Zalando, the Kids category has seen above average growth from the start of the pandemic. Going forward, there is a huge business opportunity for Zalando and our partner brands. A lot of them see big potential in expanding their cross-selling between adult and kids fashion. This is where they can really leverage the Zalando platform and reach a large European customer base in fashion e-commerce.

Where is the Kids category heading in the future?

Tobias: We have quite a lot of exciting projects in store. Take the Mini-Me trend where children and parents wear the same fashion, for example, which has gained a lot of momentum in the last two years. With enormous demand for it on Zalando, we plan to further expand our dedicated Mini-Me Hub together with our brand partners in the coming seasons. We are also focusing on growing our toys assortment and our licenced products to be found in our recently launched License Hub. Another goal is broadening our Designer segment and offering our customers more exclusive collections and products in the future. Finally, we are delighted to add new brands to our kids assortment in

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Majestic Makeup Artist: Sam Photographer: Kelly Sedivec-Ealy Model: Sam

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Makeup Artist: Sam Photographer: Kelly Sedivec-Ealy Model: Sam

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Makeup Artist: Sam Photographer: Kelly Sedivec-Ealy Model: Sam

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New packaging brings Zalando one step closer to its goal of eliminating single-use plastic by 2023.

Zalando Redesigns Shipping Bags and Boxes

Zalando’s packaging has gone through many designs, but one thing has always remained the same: the orange ‘Zalando’ logo on a white backdrop. This will change from now on: Moving from plastic to paper Zalando kicked off its transition from plastic shipping bags to paper bags: While the previous bags were made of plastic with 80% recycled content, the new shipping bags are made of FSCⓇ-certified (FSC® N003557) and recyclable paper. The new shipping bags were previously tested in a 3-month pilot in Sweden and Zalando customers were convinced of the paper version. Now, the packaging is being rolled out in all 20 markets where Zalando is active. By the end of the first quarter in 2022, the company plans to have switched entirely to paper shipping bags.

Switching from plastic to paper is one way to work toward our goal of eliminating single-use plastic in packaging by 2023. In 2020, Zalando was already able to reduce the amount of single-use plastic in packaging per item shipped by 22% to an average of 7.8 grams.

Masood Choudhry, Vice President Logistics at Zalando, says: “We continuously look at other more sustainable material options, and ways to make our packaging fit for circular systems.

Sustainability doesn’t have a finish line — we can always improve on or question the status quo. This is why we need to develop new packaging options that provide the best possible protection for the items shipped and simultaneously meet our sustainability requirements.

We are trialing options with our “pre-owned” boxes, which are already made of 30% grass, and are working with our teams on what reusable packaging could look like in the future.”

Moving from white to brown carton In addition, Zalando customers will receive their orders in new packaging, with the white boxes replaced by brown ones. They are still made of 100% recycled cardboard and water-based ink. Both boxes and paper bags will then reflect the same look and feel.

On Zalando’s journey toward becoming a sustainable fashion platform, it is vital to minimize waste and keep materials in use for as long as possible. Polybags, for example, are a major challenge for the fashion industry and thus also for Zalando. The thin plastic sleeves to protect single items, generally need to be transparent enough to enable bar code visibility.

Their main purpose is to shield products from moisture, dirt, and damage during storage, transportation, and processing. Zalando’s polybags are made of 90% recycled plastic, and we are looking into opportunities to reduce the total amount of material used, such as by folding items repeatedly to make them more compact.

Zalando is actively working to decouple its economic growth – and the resulting increase in the number of packages shipped – from its environmental footprint. The recent achievements, in a nutshell, are as follows: Compared to 2017, Zalando has been able to reduce emissions from its own business activities by 64%.

Since 2019, Zalando has been offsetting remaining emissions from its own operations, deliveries, and returns with Gold-Standard or VCS-certified reforestation projects for carbon removal.

In 2020, Zalando used 53,000 tons of packaging material, of which 87% came from recycled materials and 99% was recyclable.

Currently, Zalando’s Pre-owned offer pilots plastic-free packaging.

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Wild Thoughts

Photographer: Kairon Crump Model: Mellarie Marshall

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VOLODINA Photographer: Udo Jobst Retoucher: Retouch Glow Female Model/Makeup Artist: VOLODINA

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Photographer: Udo Jobst Retoucher: Retouch Glow Female Model/Makeup Artist: VOLODINA

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frammenti Photographer: Gabriele Mansolillo Wardrobe Stylist: Ronci Spose Model: Angelica Giuranno Accessory Designer/Creative Director/Makeup Artist/Retoucher/Videographer/Photographer: Alterego Foto/ Video

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Photographer: Gabriele Mansolillo Wardrobe Stylist: Ronci Spose Model: Angelica Giuranno Accessory Designer/Creative Director/Makeup Artist/Retoucher/Videographer/Photographer: Alterego Foto/ Video

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