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SINGAPORE : This Elvis doesn’t sport a pompadour, nor is he decked out in a gold lame suit. Instead, he’s covered up in Swarovski crystals and is man enough to be seen with a sparkly leaf at his ear.
We aren’t talking about The King, of course, but a tree-inspired character from Swarovski’s Spring-Summer 2009 collection. This whimsical pendant - Elvis’ female counterpart is a flower character known as Erika - is one example of how jewellery and lifestyle brand Swarovski has gone cute this season.
A Swarovski spokesperson told TODAY that the Elvis and Erika pendant charms are bestsellers which “answer the trend of playful jewellery” and which complement the brand’s other timeless and elegant - and one would also say grown-up - couture and ready-to-wear pieces.
And it seems that cute is cool, going by how beauty and fashion brands are eyeing a share of the cutie pie. A foolproof way of courting the girls or women who just wanna have fun? Blend dolling up with, well, dolls.
Celebrity fashionista Gwen Stefani’s Harajuku Lovers fragrance collection, for one, has been “flying off shelves across Singapore and South-east Asia”, according to Gary Neng, sales and marketing manager of Coty Prestige South-east Asia, which distributes the uberadorable doll-shaped fragrances here.
The heart-decorated Love and big-haired Baby editions are the most popular, and each 30ml bottle costs S$67. But there are customers who purchase all five designs in order to own a complete collection.
“The kitsch of these bottles brings a sense of fun to the mundane things in life, especially for grown-up women. It represents the best part of fashion, which is freedom of expression,” said Gary. “It’s not something that is meant to be taken too seriously, but what’s the harm in owning something a little whimsical if it puts a smile on your face?”
The fragrance arm of luxury label Kenzo also recently launched three miniature perfumes that are nestled in 11cm-high wooden dolls, which in turn are dressed in different national costumes. There’s Kimiko in a kimono, Indari in a sari and Irina in a swimsuit, though one wonders if any country has ever laid claim to the last as its national dress. Be warned. If you are hoping to get these limited-edition gifts-with-purchases, stocks have almost been depleted at Kenzo counters.
You may have more luck with Anna Sui’s signature Dolly Girl - a mannequin-like character with fluttering lashes and a tinted pout. The well-loved Dolly Girl takes on the form of packaging for Anna Sui’s fragrance line of the same name. And every year, the brand creates special-edition make-up products that revolve around Dolly Girl, say a lipstick in a case shaped like a doll.
Assistant trade marketing manager Isabelle Lim said that young-at-heart customers love how “couture-esque” Anna Sui’s product packaging is and keep their trinkets in the bottles and cases when the contents have been used.
Besides playing with the theme of dolls, some brands are also taking their cue from the goldmine of childhood fairy tales and beloved cartoon characters. There’s a bonus to doing so: Fans of such tales and characters can be converted into a new pool of customers.
For instance, Disney followers have a field day this season.
At multi-label store On Pedder, Bambi, Tinkerbell and Mickey go from cute to chic on necklaces, earrings and bracelets in a collection by Lucas Design International and Kidada Jones, daughter of music legend Quincy Jones.
Then, there’s Paul & Joe Beaute’s Disney collection of make-up and skincare products. While Marie the Cat from Aristocats and Lady from Lady and the Tramp probably have no need for lip treatments and hand creams, their doe-eyed cartoon faces are seen on the brand’s Milky Lip Treatment and Protective Hand Cream, respectively.
Likewise, the mouth-less Hello Kitty may never get to use a lipstick or a lip gloss, but she’s the cat of choice for beauty brand M.A.C, which has launched its much-coveted M.A.C Hello Kitty Colour Collection.
This consists of make-up products with the famous feline stamped on their packaging, and to further entice both M.A.C and Hello Kitty lovers, there are collectibles such as charm bracelets, plush dolls, purse mirrors and make-up bags - all done up not in obvious pink, but in stylish black.
For fashion accessories and watch brand Folli Follie, Lewis Carroll’s Alice In Wonderland is the source of inspiration. Founder Ketty Koutsolioutsos aid: “All women have a playful character hidden in them, so any idea which is playful and creative appeals to them. We took a playful theme yet the outcome is fashionable and sophisticated.” She added that so far, response to Folli Follie’s Alice bags, scarves and accessories and Wonderland jewellery has been “very positive”.
But what about those customers who feel that women should act their age and not snap up such cutesy products?
Said Ketty: “If a woman feels that a theme or trend is not suitable, I would recommend that she avoid wearing it. After all, what matters is to feel comfortable with what you wear. But when it comes to creativity and fashion, age has no limit.”
- TODAY/il
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