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La Légende de Shalimar by Guerlain (full version)

Shot like an Hollywood blockbuster, the Legend of Shalimar describes the tale of the fragrance by Guerlain. A love story in India starring Natalia Vodianova: Mughal Emperor Shah Jahan’s love for Mumtaz Mahal, his favourite wife, was so great that he built her the Garden of Shalimar in Lahore, Pakistan (and indeed, the Taj Mahal).

We bet this film will be pretty ecstatic in film theaters this autumn…a new competitor for Hermès?

GAP backtoblue

GAP: Back to Blue moments. Finally. #backtoblue

Fashion sometimes over-complicates what it’s all about. And totally forget meanings for consumers. Most of the work that is done these days seem to be created for journalists, not for real people.

GAP went back to basics. Reinforcing its denim department (finally). And asked Dree Hemingway and HBO’s “GIRLS”actor Adam Driver +several fashion influencers (MTV’s Tanisha Long etc.) to create 250 pieces of content which will be revealed on Facebook, YouTube, Instagram, Vine and Tumblr over the next three months.

That’s interesting because it’s certainly not going to generate billions of views but it’s going to shape what GAP is really about. A casual, nice, inclusive and somehow street brand, part of a lot of daily lives. Compared to a lot of brands which try to sell us some fake illusions, it aims to bring some optimism, individualism and democracy back on track.

Back to Blue Image 4-thumb-466x700-114261

Back to Blue moments.


Why U.S. Hip Hop has become relevant (again)

A few months ago, tracking down my mate Rudibell‘s music picks, I started picking up interest for U.S. Hip Hop after years apart – my last solid fond memories would go back to 2004’s N*E*R*D’s Fly or Die album. By that time, I used to listen repeatedly to the groove of Chad Hugo and Pharrell Williams on CD, in my young expat room in Vietnam. 8 years later, here I am in the very same Saïgon thinking about how Hip Hop has been a contributing force in contemporary creative industries.

As a cruising fashion contributor, I must say these past few months have been a blast for the Hip Hop scene. After years of reconfiguration with basement work from heavyweights Timbaland (who’s to thank for JT’s unchallengeable Futuresex/Lovesounds), Jay-Z and Kanye West, the industry has found a second breath, if not a second life.

Kanye West tried his way in the fashion industry alone then with cult brand A.P.C., from which the very posh Givenchy brand has recently invited young gun Dominic Lord onto the row, while Jay-Z shared the scene with Marina Abramovic and Pusha-T mentioned Philip Lim and Derek Lam in Trust You lyrics. Not to mention the thing with Alexander Wang (New Slaves).

The reason why Hip Hop has become so… Hip – is simple: this bunch of artists are the only ones in the world with such an interest in their Lifestyle, and have a unique way of talking about it, creating around it.

A$ap Rocky’s Fashion Killa:

Her attitude Rihanna, she get it from her mama
She jiggy like Madonna, but she trippy like Nirvana
Cause everything designer, her jeans is Helmut Lang
Shoes is Alexander Wang and her shirt the newest Donna
 wearing all the Cartier frames

Jean Paul Gaultiers cause they match with her persona

A$ap Rocky (c) Mark Pillai for L’Express Styles

Miley Cyrus: you need a new marketing team

Let’s face it: Miley Cyrus is desperately looking for a way to kill her Disney background.

It all started with a new hairstyle, some references to Molly (the drugs) and a very explicit performance last night at MTV VMA of “We can’t stop” with Robin Thicke. And as usual, the woman is expected to explain her behaviors whereas it seems normal that a guy like Robin Thicke accepts to be teased on stage. Anyway.

Let’s face it Miley: your marketing needs to be revamped, ASAP. Because you’re a potentially cool girl with cool projects, but you’re being considered as a baby doll by grown-ups.

Britney did it before

Oh, mixing or melting words in lyrics, to face America with a prude / modest moral when it comes to…sex? Britney did it a lot when she was even younger than Miley. Is Britney an interesting career path for Miley? Yes for money, not for arts. Now pick and chose.

Your dirtiness is so common

Oh you want to play with vice and sexiness? You’d better reconsider the difference between porn culture which is closer to an oncology department and erotic suggestions. Yesterday, I’ve watched a young girl trying to turn on some stereotypes of modern crooners. Let’s be honest: J.Lo knows her stuff when Pitbull got…a boner. It wasn’t even crude: it was funny. Yesterday you did not chock because you were indie or underground: you chocked because you were another image of this daily porn culture. I don’t buy it.

Mind the big boys

Oh, you’re now friend with Marc Jacobs? Mind you. Karl Lagerfeld is now friends with Zahia and a lot of fashion designers corrupt real TV starlets. Who’s manipulated?

chela romanticise

Chela / Romanticise. 80s meet Facebook party.

There’s a lot of crap R&B, groovy songs these days. So when a girl you could meet out of a laundrette gives good vibes for the end of summer, you just want to say thank you.

CHELA’s first EP “Romanticise” is coming… Out digitally on August 26th on Kitsuné! The Aussie Chela is already known for amazing collaborations like on Goldroom’s summer anthem “Fifteen” and more recently Clubfeet’s newest single “Heartbreak“.

Disco, good old synthetic beats, a melancholia matching a dancing fever.

Along with the original tracks, remixes by Gold Fields, Collarbones, Boys Get Hurt, Le Bruce and Fascinator remix.


Pre-order “Romanticise” now on iTunes :

Follow Chela on
soundcloud : @chelamusic
facebook :
twitter :

Purushu Arie

Purushu Arie: breaking stereotypes on Indian fashion scene

When it comes to fashion, there’s a little country of 1,2 billion souls which is very often forgotten in Western media: India. We had a chance to catch up with one of its most prominent digital figures, Purushu Arie.


When did you start blogging and why?

I started blogging in 2008, when I joined NIFT, New Delhi to pursue graduation in fashion design. The idea was to create a scrapbook where I could write about anything that inspired me as a fashion design student which includes runway collections, quirky design elements, illustrations, photography and my own creations.

Purushu design collection

An image that I posted in one of my most recent blogpost is taken from my graduate design collection at NIFT New Delhi. The garment denotes the change in Indian costume history after the British raj invasion. The visual portrays a traditional Indian sari that transforms into a notch collared top in the runway.

India is definitely rising on the global fashion scene. In the meantime, in Europe or in the US, a lot of media associate India to sweatshops: what do you think?

As a part of my learning experience, I have visited many small-scale industries and factories in various textile manufacturing hubs in India. At least, I personally haven’t encountered any of those extremely hazardous environment or human rights violation as it’s reported in the media.
But the biggest problem that we’re still facing is child labor. Many children from the age of eight and above are still seen working in small-scale textile industries. But when you interact with the kids, you get to hear the other side of the story. Most of these underage-labor belong to extremely down trodden families and they are left with no choice but to work in order to fulfill their basic necessities of foot-shelter-and-clothing. The children I interacted were clear that they are left with no other choice, but to work in order to support themselves and their families. Most of them optimistically call it as their way of learning & receiving formal training. It amused me to see young children operate looms with such ease and expertise and have more knowledge about textiles and manufacturing process than we students did in spite of receiving formal training from the nation’s most prestigious fashion school.

Benaras child labor

If asked to make a choice between working to earn their basic necessities or attend schools to have formal education, I won’t be surprised if most of these downtrodden kids will choose to work, as it’s happening now. Sometimes, things are beyond anyone’s reach and what’s even worse was that I couldn’t even disagree these kids.

Benaras children developing motifs

The Indian textile industry offers employment to over 35million people in the country with 10-16% of share on total exports. While we have our own strengths to boast about, the sweatshop-working-environment has been a major problem that our textile ministry is presently tackling. With constantly dropping poverty rate, stricter laws and awareness created by NGOs and media, the situation is improving faster than ever before.

“Fashion can change the world”: do you agree?

Fashion is a way of life, which constantly changes with the changing world & society. Various socio-political factors have affected fashion throughout the history and will continue to do so. I am not very sure which statement is right, ‘fashion CAN change the world’ or ‘fashion changes WITH the world’, for all I am sure about is that the change is necessary for us to be a progressive race.

What are the fashion brands or blogs from India that we should follow?

While the Indian retail formats are still emerging and will take time to level the likes of H&M and Zara, the fashion designers here have made us proud by reinventing forgotten traditions & customs. Apart from celebrated fashion designers like Manish Arora, young designers such as Arjun Saluja, Annaikka, Kallol Datta, Anand Bhushan and Rimzim Dadu offer quirky designs which are unique and targeted at the modern Indian society.
Two of the most favorite Indian fashion blogs at the moment-

Personal Style: Akanksha Redhu
Opinion: The Picky C

What can we wish you?

Hmm…Wish me luck for something big that I am working on presently! Yes, you’ll hear about it in future :D


New Balance, Tea Pack 576: END clothing rocks the tea bags

END clothing knows how to create masterpieces. Not that we Frenchies are a bit jealous of their creativity but what they do is seriously inspiring. Look at this special edition: New Balance Tea Pack 576. Brilliant.

new balance TEAPACK_all


“The ‘Tea Pack’ comprises of three colourways of New Balance’s ever-popular 576 style, each colourway inspired by the three most popular varieties of tea at the NB factory in Flimby; English Breakfast, Earl Grey and Peppermint. Each style includes a tongue label graphic highlighting the specific tea that inspired it’s colourway and matching lace lock. High-end material executions for this premium pack include luxury nubuck and pigskin uppers and extra laces packaged in a collectable tea bag.”



To find our End Hunting Co. store and updates on the event, visit their Facebook page. For more information on the New Balance 576 Made In England Tea Pack, please email

New Balance – Tea Pack Release Party At End

keystud-x3 boX

Pierce Your Keys. BoX, design worth stealing it

We’ve been following Box for quiet a long time now. And they’re back with an impressive new set of design pieces.

Design enthusiasts now finally have an option beyond the age-old Tiffany & Co. key ring. boX, a New York based accessory line, is releasing the keystudTM, a reinvented key ring that mimics a stud earring.

boX’s product line of 9 daily essential accessories aims to fight visual pollution from the endless branding, product warnings and physique destroying bulk. Their branding effort began with ‘Black Box,’ their erotic film noir short, which was an official selection at the Cannes Film Festival in 2011 and at the La Jolla Fashion Film Festival in 2012.

The boX product line is now available via their crowdfunding campaign on Indiegogo.

designs worth stealing from boX on Vimeo.


Marks & Spencer’s Leading Ladies Campaign by Annie Leibovitz: a lack of narrative?

Mark & Spencer decided to launch a very sharp campaign as the iconic British brand is facing immense challenges these days. Called Meet Leading Ladies, and shot by Annie Leibovitz, the campaign tries to explore what is Great Britain inheritance…

“We wanted to mark this moment with a confident statement about UK style. The British have a history of being creative and pioneering and these women represent just that.”

Steve Sharp, creative director at M&S


It’s an impressive crew which has been selected: Ellie Goulding, the rising pop icon, recently featured in the last InStyle (and declaring that she loves her ASOS bomber jacket, sic…), mixing simplicity and talent. The amazing Monica Ali, whose novel “Brick Lane” is a masterpiece of the daily life of my neighborhood.
The thing is that the aim of this new positioning is pretty blurry for me. Is the brand trying to tell us that they are definitely this British evanescence? We already sort of knew that, and it’s not because you display amazing women that you earn what they represent.
And Annie Leibovitz…as VQ says, it reminds us Vanity Fair, America. Group portraits dillude the featured personas…strange.
There’s a lack of narrative at this point. Why revealing so many characters in one single press release? Except if it’s explicitly done to generate some coverages in the September issues of Vogue and co, I think that at this point the brand is missing another meeting with us, customers. There’s no coherence in the other social channels. On Instagram, kittens and wines are the most evocative contents…no link with the new campaign! We don’t know what the new collection is about…and seriously, even if we recognize Leibovitz signature, would you buy these very granny-like clothes?
I am a bit disappointed at this stage but let’s keep posted. M&S has all the beautiful stories inside to rejuvenate and make us dream…a bit.
The full list of ambassadors:
  • Helen Mirren The multi-award winning actress is known for her groundbreaking film, television and theatre performances, her candid opinions and her innate, confident style.
  • Katie Piper Having rebuilt her life following an acid attack in 2008, model and now successful TV presenter, has also set up a foundation to support people with burns and other disfigurements.
  • Ellie Goulding The singer-songwriter and skilled instrumentalist has already, during her short career, released two albums, won a BRIT award and performed at the wedding of the Duke and Duchess of Cambridge.
  • Helen Allen A staff nurse and mother of two, Allen is the founder of the charity PEPAIDS (Peer Education Programme Against AIDS) and was named Nurse of the Year in 2011.
  • Nicola Adams Becoming the first female boxer to win an Olympic gold medal at last year’s London games, Adams has battled injury with steely determination to get where she is.
  • Monica Ali The Bangladeshi-born, British-raised writer’s debut novel, Brick Lane was shortlisted for the Man Booker Prize and adapted into a film. She has since published two further novels.
  • Darcey Bussell A celebrated former Royal Ballet principal ballerina, Bussell CBE, retired in 2007 to an eight-minute standing ovation. She writes childrens books and is a popular television personality.
  • Laura Mvula The Brit Award nominated singer-songwriter, also a director of the Lichfield Community Gospel Choir, was, just over a year ago working as a receptionist when she landed her first record deal.
  • Karen Elson A model, musician and mother of two, Karen Elson has been in the public eye since she was discovered aged 15 and has worked with the world’s greatest photographers.
  • Jasmine Whitbread As the CEO of Save the Children and former International Director at Oxfam, the mother of two is known for her leadership skills, working with teams in 120 countries.
  • Grace Coddington The former British model and long-time creative director for US Vogue remains a hugely influential and outspoken force in fashion. Her memoir, Grace, was published late last year.
  • Tracey Emin The award-winning artist, CBE and Professor of Drawing at the Royal Acadmeny of Art, is best known for as a leading figure in the Young British Artists YBA) movement, her emotionally revealing work and her forthright views.
life palette michelle phan

em Michelle Phan: stories and emotions from Social Media to beauty palettes

It’s a real machine launched by YouTube beauty queen Michelle Phan with L’Oreal: called em Michelle Phan, the brand aims to create a community of beauty junkies for a totally new way of shopping for makeup. As explained on the dedicated website, “See what people like you are buying, check out the latest beauty trends and get advice straight from michelle. ready to get started? customize your profile now“.

The line features over 250+ products related to special life moments: “Love Life,” “Day Life,” “Party Life” and “Night Life” are part of a “Life Palette“.

A name based on selfie phenomenon: me in the eyes of others

After 2 years of development, Michelle Phan (and L’Oreal) expect to benefit from her strong fan base to spread the word about her new brand

Beauty lovers are increasingly consuming and sharing information digitally,  through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry” Carol Hamilton, president of L’Oréal Luxe in a press release.

“em” is the reflection of the word “me”. A way to celebrate the growing social media community of consumers. And “em” also means “you” in Vietnames

em will have it’s own store in October, first in NYC and then worldwide.