Beautymute Magazine #254 by JEP Switzerland LLC

BEAUTY MUTE MAGAZINE

WORLDWIDE 20.00 EUR + Shipping fee - www.beautymute.com

Issue 254 September 2021

STILL FEELING GOOD NEWS ABOUT FASHION NOT ABOUT CORONA

CLASSY IS YOUR CHOICE?

EXCLUSIVE EDITORIALS

THE STYLISH AND TRENDY LOOK INSPIRATIONS BY THE WORLD BEST PHOTOGRAPHERS

THE NEW BM JULY ISSUE

BEAUTYMUTE AND THE NEW DESIGN!

Silver Spoon

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COVER STORY Photographer: Violet Rankin Makeup Artist: Gaby Ruiz E Retoucher: JDR Event Planner: Laura O’berry Event Planner: Anne Snider Female Model: Simone Hall Fashion Designer: Macys Female Model: Jayde Rankin Hair Stylist: Kristen Ray Set Designer: Thornewood Castle Fashion Designer: Laura Scott Fashion Designer: Dainty Rascal Fashion Designer: Gunne Sax Fashion Designer: Vintage Calling Fashion Designer: House Of 1000 Corsets

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Breuninger appoints managing directors for the Munich and Luxembourg houses Post-merger integration process moves forward

After a successful merger this July, the Stuttgart-based fashion and lifestyle company Breuninger launched the next steps of the integration process for KONEN Bekleidungshaus GmbH & Co. KG. Starting in autumn 2021, the two former KONEN fashion houses in Munich and Luxembourg will be led by newly appointed managing directors. The new team for the acquired houses, Konen Munich and Bram Luxembourg, is beginning to take shape. The two former managing partners of Konen and Bram, Dr Gabriele Castegnaro and Dr Tobias Ponn, who have led the company successfully for many years, are leaving the company as agreed and at their own request. They have both assisted Breuninger in an advisory capacity with the ongoing integration process since the merger on 1 July 2021. Dr Castegnaro and Dr Ponn will now depart the company on 31 August and 30 September 2021, respectively, to take on new challenges for themselves. In this context, corresponding management positions at the houses will be reappointed by Breuninger, the new owner of Konen. Breuninger CEO Holger Blecker remarks: “We have received fantastic support from Dr Gabriele Castegnaro and Dr Tobias Ponn during the initial weeks of the merger on our way to becoming a Breuninger family. On behalf of the entire Breuninger management, I would like to thank them warmly for their constructive and activeassistance in the first phase of the integration process.” From now on the Konen houses in Munich will be managed by the dual leadership of René Weise, formerly head of sales at Konen and Bram, and Alexander Entov, formerly house manager for Breuninger in Freiburg. René Weise has already been fully concentrating on the Munich house since August, and Alexander Entov will join the new management duo in the Bavarian state capital starting 1 October 2021. Kai Neu, who previously held a central position in the Bram house in Luxembourg, has been responsible for managing the Bram house in Luxembourg since mid-August 2021 as the newly appointed house manager. The merger also resulted in personnel changes at the Freiburg location: David Lehr, one of two managers for the Breuninger house in Düsseldorf since 2019, is taking over the management of the Freiburg house. The Breuninger Flagship Store in Düsseldorf will be managed by Andreas Rebbelmund alone until further notice. “During the current phase of integrating Konen and Bram into the Breuninger company, it is extremely important to develop an attractive joint plan for the future. We have ambitious goals and would like to successfully develop the first-class locations in Munich and Luxembourg in line with these goals so that we can offer our customers a unique multi-channel shopping experience here as well. That’s why I’m particularly thrilled that we have been able to appoint a strong and experiencedteam for the Munich market with René Weise and Alexander Entov, and that we have Kai Neu in charge of the Luxembourg house as a skilled local

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Мода Photographer: Аля Иванова Model: @Alilanina Wardrobe Stylist: @Stylemozg Makeup Artist: @Iammarygalstyan

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Photographer: Аля Иванова Model: @Alilanina Wardrobe Stylist: @Stylemozg Makeup Artist: @Iammarygalstyan

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Photographer: Аля Иванова Model: @Alilanina Wardrobe Stylist: @Stylemozg Makeup Artist: @Iammarygalstyan

Photographer: Lyubov Belyavtseva Model: Ekaterina Isaeva Model: Anna Pashnina Fashion Designer: Indashkaf Dresses - Indashkaf @indashkaf

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“International expansion is a key part of Athleta’s growth strategy, and there is significant potential to grow this incredible, relevant, purpose-driven brand in Europe. Zalando’s extensive digital reach and personalized customer experience gives us real opportunity to build brand awareness and begin to scale the business across 23 new markets,” said Adrienne Gernand, Head of Gap Inc. Strategic Alliances, Licensing and Real Estate.

The past 18 months have proven that digitalization has become more relevant than ever before. With customers increasingly making purchases online, especially on their phones, it is important for brands to be where their customers are to stay relevant - anytime, anywhere. Zalando, one of Europe’s leading online platforms for fashion and lifestyle offers brands easy access to around 45 million customers in 23 markets, enabling them to grow their footprint in Europe. This is especially valuable for non-European brands who are looking into growing their business across continents. Athleta, GAP’s premium performance lifestyle brand from the US creating technical, sustainability focused apparel has recently joined the Zalando platform to build awareness and continue to grow its business in Europe.

To amplify the launch on the Zalando platform, Athleta leveraged Zalando Marketing Services ZMS. ZMS, Zalando’s 360° marketing unit, provides brands with consumer insights to identify and connect with their target audience in Europe. Based on these insights from 45 million customers in 23 markets, ZMS creates tailored campaigns and marketing activations, enabling brands to reach the right customers with the right messages.

“As the leading online platform for brands and retailers in Europe, we have a wealth of experience, expertise and insight about what it takes to grow your brand successfully across 23 European markets. That makes us the preferred partner for US brands like Athleta looking to expand their reach to new customers.” says Andreas Antrup, Senior Vice President Advertising of Zalando and Managing Director of Zalando Marketing Services. The 360° performance and branding campaign includes dedicated landing pages, onsite app and web teasers and sponsored products. Over the next months, global social media content integration and further newsletter and campaign integration will follow. Athleta’s launch on Zalando is further amplified by its Power of She platform, featuring athletes Simon Biles and Allyson Felix.

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Iris is a self-made businessperson, interior decorator, fashion designer and style icon, famous for her stand-out style, fierce individuality, bold fashion choices and creative designs. She represents the notion that style and inspiration can come from anywhere and anyone, regardless of the price. H&M was drawn to work with Iris because of her eccentric style and influence with the fashion community. For 100 years, Iris has inspired people to create, celebrate and embrace their own personal style and continues to be a pioneer in the fashion industry. Her colorful outfits and bold accessories have been a point of fascination for decades - she embodies what it means to be a true, fearless style icon. Inspired by Iris’ eye-catching style and unique flair, the Iris Apfel x H&M collection will include a stunning assortment designed for everyone. The collection includes clothing and accessories – all created embracing Iris’ bold sense of style and independence in mind. Key pieces in the collection include colorful coordinating sets, floral suits, tiered ruffle dresses and bright printed dresses, featuring a mix of textures, interesting cuts and patterns. A jewelry and accessory line has also been designed to complement the wardrobe. Taking inspiration from Iris’s layered look and love of chunky statement pieces, the accessories pull from many themes including plants, animals, and treasures from another world.

H&M is delighted to announce the global collaboration with a true fashion icon – the inspirational Iris Apfel.

At the announcement, H&M were celebrating and hosting Iris’s 100th birthday on Thursday evening during New York Fashion Week 2021, honoring the beloved fashion muse who has been serving up style inspiration for fashion enthusiasts around the world for decades. The Iris Apfel x H&M collection pays homage to her unique style and is to launch in select H&M stores and online in early 2022. All materials used in the collection are recycled, or sustainably sourced and each garment and accessory has been made with circularity in mind. “I think H&M is fabulous and are absolute pioneers in their field – which I love! I love doing high style at affordable prices, which H&M has mastered!” Iris Apfel “Iris epitomizes personal style – a style that is both beautifully flamboyant and eclectic as well as being totally ageless. She shows what fashion is all about – a means to express yourself, who you are or want to be and having fun at the same time – a true inspirer!”

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gipsy mood

Model: Giulia Zaffani Model: Pietro Bonachini Wardrobe Stylist/Photographer/Retoucher/Creative Director: Alessia Dall’ Avanzi

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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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HalfHidden Creative Director: Simona De Berardinis Photographer: Thilo Larsson Photography Model: Sofia Emilia

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“Mono-Simplicity” Male Model: Pasqualé Domain Photographer: Chris F. Photography

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