NEW YORK — For the second season in a row, Essie Cosmetics will unleash its creative and colorful vision on Mercedes-Benz Fashion Week for fall 2012.
In collaboration with some of today’s most esteemed designers, the essie team will create custom backstage nail looks. Adding to the backstage excitement will be Essie Weingarten, the founder and creative director behind the brand, who will be on hand, with an exclusive team of manicurists, to offer insider tips and inspiration throughout the week.
The designer lineup has expanded in size from last season and includes: DKNY, 3.1 Philip Lim, Helmut Lang, Richard Chai, Creatures of the Wind, Pamela Love, Lela Rose, Carolina Herrera, Tory Burch, Rachel Roy, Costello Tagliapietra and Douglas Hannant Pink. The brand also is aligning with Haven Spa as the featured nail expert for the Rebecca Minkoff, Suno and Edun shows. Essie nail color also will grace the runways of Custo Barcelona, Carlos Miele and Jenny Packham.
“I’ve always said that color is the ultimate accessory for women,” stated Weingarten. “So our partnership with so many amazing designers during Mercedes Benz Fashion Week continues to thrill and inspire us. Not only is it the perfect collaboration for essie as a fashion-forward brand, but I love that we’re giving women everywhere their first look at what’s coming next from the industry’s best.”
Essie also will take center stage at the main tent entrance at Lincoln Center by joining forces with Mercedes-Benz for “Mercedes-Benz Presents” — a celebration of designer Naeem Khan and Mercedes-Benz’s new ML63 AMG SUV. An assortment of essie shades will be featured at Fashion’s Night In, the “Mercedes-Benz Presents” kickoff event on Feb. 9. Shades, including Blanc, Licorice, Swing Velvet, Loophole, Oui Madame, Midnight Cami and Lady Godiva, will mirror the exterior colors offered with the new Mercedes-Benz range and will be given to the first 500 consumers in attendance.
Not to be limited to the tents, backstage and the runway, essie also has teamed up with The Daily for “Daily Style Sessions” lounge, which will take place over the course of three days on the Empire Hotel’s rooftop space. Fashionistas will be treated to complimentary essie manicures as they decompress between shows.