Acne Comes to London

If you thought Mount Street was the chicest street in Mayfair, you'd be wrong. What with APC, Dover Street Market and now Acne opening up, Dover Street takes the title of the trendiest street in W1.

Acne opens its largest studio (shop) in the world this week. Over four floors it will house all of Acne's lines from furniture to Denim, men’s, women’s wear as well as a gallery, roof terrace and garden.

"Mayfair is just a beautiful name – i love the neighbourhood with its incredible mix of tradition, creativity and modernism, for me there was no question as to where we should open our first English Studio. And why a whole House? Ever since we formed ACNE we always talked about a house with different levels of creativity to house all of our artistic endeavours. We have the house in Stockholm – a large old bank once owned by the Wallenberg family and to be able to recreate that in Mayfair is one of my absolute dreams. The Studio will be more than just clothing it will be a house of differing creativity – and if it sounds shady... It gets a bit personal, it is a bit distant.” Jonny Johansson, Acne founder.

www.acnestudios.com

Moncler by Pharrell Williams

Moncler joins forces with musician and Billionaire Boys Club designer Pharrell Williams to create a new collection of men's jackets. The key garment is the pacifist version of the bullet-proof vest, conceived for a purpose that is clearly its very antithesis. The garments are all in black, with leather details and gold waterproof zips and made using futuristic fabrics by Bionic Yarn, an American company owned by Pharrell Williams, which makes its materials out of recycled plastic bottles.

A series of photographs entitled “Dark Forest”, taken by Japanese artist Keita Sugiura provides the print for the lining of the jackets. In green and black, they are highly evocative images of dense, steamy, lush forests captured by the artist at dusk, using only natural sunlight.

Pharrell Williams, declares "To  me, Moncler has always been the premier luxury outdoors brand. Their clothes are the chicest and blend classic outer wear with high end fabrics. The fact that I was able to collaborate with them and they were open to using Bionic Yarn to create the most incredible jackets is so exciting. I think the Keita Sugiura's image looks amazing and I cannot wait for people to see them"

MONCLER BOUTIQUE
197 Sloane Street 
SW1X 9QX London 
Tel - 0207 2350857

www.moncler.com

www.harveynichols.com

Tour de France Oakley

Oakley have created a limited edition version of their infamous Jawbone and Radar glasses for this year's Tour de France. Made from BMX chrome, the different lense options are not just for looks – the colours were specially created to enhance vision while on the road. Violet Iridium lenses increase visual contrast in bright sunlight; Jade Iridium lenses maintain colour recognition and Positive Red Iridium lenses offer neutral contrast. This variety of interchangeable lenses guarantees flawless optical performance in a wide range of light conditions: Perfect for long, tough days on a bicycle.

Big names such as Lance Armstrong, Fabian Cancellara, Mark Cavendish, Andy Schleck and George Hincapie wear Oakley because of its technical excellence and stylish designs.

As well as supporting the athletes with Oakley Custom Eyewear, Oakley are giving a chance to walk away with a pair of very limited edition BMX Chrome Jawbone as worn by Thor Hushovd, Mark Cavendish and Frank & Andy Schleck during the Tour of California. Oakley will ‘drop’ one free pair after each of the 20  stages of the Tour at secret locations across the globe. Follow the official Oakley Twitter or Facebook page updates during the Tour to find out the next location – the first person to arrive takes home the prize!

www.twitter.com/oakley
www.facebook.com/oakley

Gucci's 2nd 'Forever Now'

Gucci this month rolls out the second image of its “Forever Now” worldwide advertising campaign. As its 90th anniversary year approaches in 2011, Gucci continues to celebrate the traditions and values which makes Gucci what it is.

The image features an original black and white photograph of Gucci artisans in its historic Via delle Caldaie building in Florence taken by Foto Locchi in 1953.

www.gucci.com

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