Someone could argue that CHANEL’s strategic choice to launch its first ever male cosmetics line -Boy de Chanel- is a way, both conceptual and commercial, of reaching the zeitgeist. Nowadays, sexism is frowned upon while gender gaps are gradually being bridged. It is only natural that CHANEL would follow the same gender bending path in order to stay relevant. But the truth is CHANEL practically invented the whole “bending the gender rules” concept.
It was back in the ‘20s when Gabrielle Chanel first borrowed garments and fabrics from the so-called men’s wardrobe in order to form a more diverse and inclusive wardrobe for women, including pants and items made of jersey. Now it is time for the same procedure to happen again, in reverse. Men will finally get to put grooming into a new perspective.
Boy de Chanel consists of three men's makeup essentials: liquid foundation (Le Tint), lip balm (le baume à lèvres), and eyebrow pencil (Le Stylo Sourcils). Influenced by the Korean beauty industry, CHANEL chose the Korean superstar Lee Dong-wook as global ambassador, intending to use his boyish beauty to familiarize all men with the prospect of transcending barriers and caring for their beauty.
Usually, when a brand launches a new label, it tends to exaggerate it to the point where it becomes clear that it is not about a new idea or product, but about the marketing of it all. Well, that is clearly not the case with Blufin’s newly introduced label, Be Blumarine.
Be Blumarine, which is meant to replace the Blugirl label, has been created on a very specific ideological basis. To fill a young woman’s need to dress more frugally but in current style. Mirko Fontana and Diego Marquez, the creative directors who were tapped to inaugurate the new collection, saw it as an opportunity to prove a point: high-quality clothes, youthful style and aesthetic relevance are not necessarily supposed to be pricey and unattainable. Be Blumarine aims to give fashion the kind of accessibility it lacks.
While the new collection includes the signature feminine and romantic side Blumarine is known for, it gracefully incorporates new elements which manage to render it modern by aligning it with urban culture. Silky gowns embellished with floral brooches and elegant boho pieces blend with fanny packs and long wool overcoats, delivering a sense of luxurious casualness. Be Blumarine means cheerfulness and joy. A sartorial code cool gals can relate to.