Call for greater transparency in the femcare sector as Freda becomes the world’s first non-fashion brand to join Fashion Revolution




More than 1,000 fashion brands and retailers including ASOS, Nike, Levi’s, Adidas and Burberry have joined Fashion Revolution, the global movement advocating greater transparency, sustainability and ethics in the fashion industry supply chain - and now organic period care range Fredahas become the world’s first non-fashion brand to join Fashion Revolution, with the aim of applying these values to the femcare industry and ultimately transforming the way period care products are sourced, produced, and purchased.


Since Fashion Revolution was established in 2013, brands, retailers, distributors and wholesalers have demonstrated their commitment to ethical production by sharing the stories of their makers, farmers and producers in response to the question #whomademyclothes, and publishing information clearly and publically about their company’s social and environmental impact.


Unbelievably, given that they are the most intimate product a woman will use in her lifetime, tampon brands are not legally required to disclosetheir ingredients – which often include chemicals, fragrances, dyes, rayon, polyester, polyethylene, polyproprylene, chlorine and pesticides.


Freda launched in January and is aimed at modern, health- and socially-conscious women. Made in eco-certified factories in Scandinavia and Central Europe with over 70 years of expertise, Freda tampons are made from 100% naturally-absorbent, breathable, hypoallergenic organic cotton for enhanced protection and comfort - and are free from the chemicals and synthetic fibres found elsewhere, making them kinder to you and the environment. Its online subscription service allows you to select your own combination of products and absorbencies based on your period, and its period tracker syncs the delivery of your products to your cycle. Freda is on a mission to break down period taboos, which have contributed in part to the opaque nature of the industry, by discussing the topic openly. The company has been created for women by women - and they give back to women as a portion of every Freda purchase is donated to initiatives worldwide tackling period poverty.


Commenting on the initiative, Freda founder Affi Parvizi-Wayne says: “Across fashion, beauty, and food, consumers are seeking greater transparency, but when it comes to femcare, many of us are still buying the same products on auto-pilot. In being honest about the ingredients and manufacture of our products, we’re equipping women with the knowledge they need to make an informed choice about the products they buy and the companies they support. Our ethos is completely in line with that of Fashion Revolution, and we feel incredibly honoured to be the world’s first

non-fashion brand to commit to these values, which are crucially important across all industries.”


Commenting on Freda joining the initiative Heather Knight, Communications Director at Fashion Revolution said: “Like us, Freda and their customers care about the provenance of their products and want to make a positive difference. I think there’s great synergy! Fashion Revolution works to advocate for positive change in how our clothes - and now period care - are made, and to celebrate those who are on a journey to create a safer, cleaner, and fairer future.”


Named after Freyja who, in Norse mythology, is a goddess associated with love, sex, beauty and fertility, Freda believes that having transparent

conversations is key to creating a generational change towards bringing periods to the forefront of awareness which will help to bust myths, break taboos and normalise conversations. A Freda subscription costs around £6.99 a month and can be purchased at  



Instagram @MyFreda

Facebook @MyFreda

Twitter @fredaspeaks

Benefit Cosmetics Launches "As-Real-As-It-Gets" Virtual Brow Try-On Experience


Benefit Cosmetics, the San Francisco-based global brow authority, has applied cutting-edge augmented reality technology to brows! The brand has been magically transforming brows since 1976 with innovative brow products and signature brow services. Now, Benefit is taking brow transformation to the next level. Created in partnership with ModiFace, Benefit's Brow Try-On experience guides users through 15 iterations of popular brow styles with customizable shapes and shades, allowing customers to "transform" their look and envision their perfect brows in Live 3D, from all angles. It's realistic, risk-free, and currently exclusive to Benefit and its e-tail partners.

The business of brows has been steadily growing over the past several years as more consumers begin to understand the transformative power of brows, and include brow products as a staple aspect of the beauty routine. Benefit's cult favourite brow collection offers a solution for every brow dilemma with a formula and delivery method for any brow preference or skill level.

Brow Try-On will be the bridge that brings online shoppers into Benefit BrowBars and bricks and mortar retailers for a unique experience, and it will be the tool to give new customers the confidence to try a custom service. "While we currently offer four universal brow styles inspired by trends around the globe, the Brow Try-On Tool enables users to modify each style and customize to personal preferences and face shape" says Maddox Lu, National Brow and Trend Artist, Benefit Canada. "With Brow Try-On, clients can try over 15 different brow styles before committing to an appointment. This has never been done before!" The tool has taken the guesswork and uncertainty out of the equation, and takes 'try before you buy' into the future!

Beauty and fashion brands around the world are working on breaking down the final barrier to online conversion – making the online shopping experience easier and more assured by helping consumers experience the payoff they'll get from products, in an experiential, sometimes virtual way. An increase in video content, product payoff shots, swatch imagery, user generated content, influencer endorsements, and the ongoing investment in AR by brands are all natural fits to meet this need. Benefit's new Brow Try-On Tool offers a much more personalized consultation and online service than has been previously available. Beyond the personal experience, Brow Try-On also offers social amplification with the option for users to share their looks, and offers a custom product and service recommendation at the end of the experience, closing the loop for an easy transition to purchase.

As Benefit Cosmetics Canada Marketing Director, Hayley Shay explains, "To reach our core millennial consumer, it has become essential to develop tools and interactive experiences that add value, foster engagement and simplify product discovery. With augmented reality, we can learn a great deal about our consumers, offering them more tailored product and service recommendations."

Benefit Brow-Try On offers the ultimate blue-print for perfect brows. Existing virtual brow experiences have yielded unrealistic, super-imposed results. "To date, eyebrow hair has been one of the toughest facial components to render in AR" explains ModiFace CEO Parham Aarabi. "Benefit's Brow Try-On Tool uses Next Generation Brow Transformation Technology to actually detect and replicate each user's unique hair," he says, for an as-real-as-it-gets representation. Brows magically transform right before your eyes!


Go to Benefit Cosmetics homepage (
Choose your experience: select 3D LIVE, upload your own selfie or pick a model image
Pick a brow style to "try on"
Customize it by adjusting shade, arch, thickness, definition and placement
Select "Get the Brow" to see how the products are used
Book your brow service
Benefit's Brow Try-On Tool will be available on on January 15, 2018 and will live permanently on the site.

Canadian Women in Public Relations Announces Lorna Jane New Digital Flagship Store For Canadian Market


Australia's iconic award-winning technical fashion brand, Lorna Jane, announced the launch of their new digital flagship store dedicated to the Canadian market, with orders fulfilled direct from Canadian head office in Vancouver, British Columbia.

We are pleased to welcome Lorna Jane as they expand the brand across Canada, explains Talia Beckett Davis, President of Canadian Women in Public Relations and Managing Director of Pink Pearl PR. With Canada's strong population growth and many luxury buyers coming to Toronto and Vancouver, it's an excellent time to enter the market.

Lorna Jane was sending thousands of orders a month to Canada of their superior performance technical fashion pieces, including sports bras, tanks and complete coverage tights from their Australian digital flagship store, with the increasing demand demonstrating a major opportunity in the market.

Canadian customers will experience improved and express delivery times from within Canada and have access to bespoke collections dedicated the Canadian climate. All orders over $100 with a delivery location to Canada will receive complimentary free shipping.

Founder of activewear and technical fashion brand Lorna Jane, Lorna Jane Clarkson said, "It's exciting! We are on a mission to empower every woman to live a life she loves and reach her full potential through Active Living and can't wait to further inspire the women of Canada with the daily practice of Move, Nourish and Believe."

As the innovators and inventors of the activewear category, Lorna Jane believes it can increase their position in the Canadian market and dominate the industry as it has done in Australia for the past 28 years.

Lorna Jane is available to buy in stores in Vancouver and Toronto, in 45 Sport Chek retail locations across Canada, online at and online at

#movenourishbelieve #lornajanecanada

ALTERNA Haircare: A Very Caviar Experience


Hair types may vary. Styling needs can be fashion week inspired. Product usage changes with seasonality. However one thing remains consistent: the desire for professional grade products made from exquisite ingredients, concocted into high-performing formulations.

ALTERNA Haircare has been making good on delivering this promise since 1997, and today is no exception.

On the nape of six new product formulations within the Caviar family, and the appointment of a Canadian brand ambassador, ALTERNA trailblazes the science, functionality and pleasure of haircare in one glamorous swoop.

ALTERNA's Caviar collection combats a trifecta of aging accelerators: chemical exposure, environmental distresses as well as good old-fashioned ageing. Utilizing the Omega 3 properties of caviar extract, hair is instantly revitalized with hydration, strength, vibrancy and elasticity. Joining the Caviar arsenal are a mini-series of color-hold products, a dry shampoo and a heat-protecting spray.

The Caviar Infinite Color Hold collection ($31-$42.50, available at salons) contains 4 skus that perfectly personify its family name. Consisting of a shampoo, conditioner, vibrancy serum and topcoat shine spray, coloured hair has found its perfect complement. With a 70-day vibrancy promise, the line provides powerful UV protection that simultaneously minimizes color-fade while replenishing moisture. Rejuvenated and replenished, colored hair benefits from radiance and shine as equally welcomed side effects.

ALTERNA does not deny all other hair types its own breath of newness. Perfect for day-to-day styling between washes, the brand has also released a Sheer Dry Shampoo ($31, available at salons) that delivers targeted and mess-free application to extend any blowout, and a Perfect Iron Spray that is both heat-activated and heat-protecting up to 450°.

And, just like a fixing hairspray is to an intricate updo, ALTERNA has sealed their brand image and Canadian commitment by adding Toronto fashion stylist, Salvatore Leonetti, to their international brand ambassador roster. A panel judge at the prestigious hairstyling competition, the Contessa Awards, Salvatore is no stranger to the beauty, fashion and media circuit. When he is not in the spotlight on Cityline, he pursues his passion and creativity as the Lead Stylist at the Yorkville-based salon that bears his name.

As the Canadian Ambassador for Alterna, Salvatore is committed to sharing his knowledge, skills, tips and tricks with all consumers and media falling under the maple leaf.

The Bata Shoe Museum Celebrates 'All That Glitters' in New Exhibition


 The Bata Shoe Museum is pleased to announce the opening of its newest exhibition, The Gold Standard: Glittering Footwear from Around the Globe. Opening today, the exhibition features some of the Bata Shoe Museum's most impressive and precious artefacts and explores the meanings and cultural uses of golden footwear across the globe.

The gleam of gold has seduced people around the world. Treasured for its incorruptibility and remarkable shine, gold has been used ornamentally since time immemorial and as currency since at least the Bronze Age. Gold has ornamented the powerful and adorned the divine for thousands of years. But gold for shoes? Seems improbable. Yet golden footwear has been central to expressions of status and style in numerous cultures. From royal shoes to fashionable sneakers, the gleam of golden footwear has been used to proclaim privilege and flaunt status worldwide.

Curated by the BSM's Senior Curator Elizabeth Semmelhack, and comprised solely of artefacts from the BSM collection, The Gold Standard examines objects as diverse as Ancient Egypt golden funerary sandals to rare 16th century Italian chopines to contemporary gleaming gold sneakers. Together, the objects tell the story of the ongoing popularity of golden footwear and the complex history behind it.

The Gold Standard: Glittering Footwear from Around the Globe will be on display throughout 2018.

About the Bata Shoe Museum
With an International collection of over 13,000 shoes and related artefacts, the Bata Shoe Museum celebrates 4,500 years of footwear history in four distinctive rotating galleries. In addition to our popular semi-permanent exhibition, All About Shoes, the Museum has three galleries for changing exhibitions, ensuring that each visit to the museum offers a new experience. Currently also on view: Fashion Victims: The Pleasure and Perils of Dress in the 19th Century and Art & Innovation: Traditional Arctic Footwear from the Bata Shoe Museum Collection. Through the creation of its innovative exhibitions, the BSM strives to enlighten and entertain visitors of all ages. For every shoe there's a story. Discover thousands at the Bata Shoe Museum. Further information is available at

Clarks and Star Wars™ join forces to announce a collaborative shoe collection for women and girls, championing female power and authenticity in character and style


The newest instalment in the Star Wars™ franchise has brought a positive female role model to the forefront for fans and families around the world. True to herself, Rey is uncompromising and represents strength and power without limitations or apologies. This season, we introduce a unique Star Wars™ | Clarks collaboration for women and girls, designed to celebrate the force of female power, just in time for the release of one of this year’s most anticipated films, Star Wars: The Last Jedi, on 14th December.

Rey’s strength became a deep source of inspiration for the collaboration and is a vital embodiment of the brand’s ethos – a platform for free thinking people who are true to themselves, comfortable in their own skin and inspired by authenticity.

Force of Nature is a collection pioneering new materials, construction and technologies for extreme comfort. It empowers its wearer with an advanced footbed structure, created to achieve optimum comfort, push flexibility and champion durability. The close-fit, high-top design keeps the ankle protected, and the soft fleece lining and innovative lacing system ensures the foot stays warm and dry, providing extra protection against the elements.

The Star Wars I Clarks collection is available to buy in select stores and online from 1st December 2017.

STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.

Aldo and Global Citizen team up using fashion as a platform for change


Heading into the holidays, Aldo, a global leader in fashion footwear and accessories, joins forces with Global Citizen, a game-changing international advocacy organisation, to support "Education for All". Launching on #GivingTuesday, "Give Back, Move Forward" is geared towards supporting the movement to help 264 million children gain access to education worldwide. Aldo Mx. will be released in three exclusive colors - deep red, black on black and grey mix - and will be available in stores and online. 100% of the net proceeds will help children in the world's poorest countries get the education they deserve.

Aldo's 'genderless' sneaker Mx. first launched in August 2017 with a message of equality and unity. In this special collaboration with Global Citizen, Aldo aims to grow the impact of Mx. with a more tangible contribution to society. "It was crucial for us to find an organisation that would not only reflect our founder's vision and philosophy in the most genuine way, but also inspire and mobilize our customer," asserts Daianara Grullon Amalfitano, Senior Vice President at Aldo. "After successfully launching our genderless sneaker last summer, we sought to further celebrate the intention and values behind its creation. By extending the purpose of Mx. towards this new campaign, our goal is to elevate what the sneaker stands for and raise awareness for a project that will resonate with our global community, the #AldoCrew."

The "Give Back, Move Forward" campaign represents tangible action towards concrete change with equal access to education. Falling under the umbrella of Global Citizen's "Education For All" campaign, it aims to fill critical funding gaps in global education, including supporting the Global Partnership for Education (GPE) to achieve its 2018 replenishment goal of $3,1 billion. Helping to fill their funding gap will positively impact hundreds of million children and youth across 89 countries. Through its partnership with Aldo, Global Citizen will also continue to call on world leaders, businesses and multilateral institutions to support the GPE "Education Cannot Wait" fund. This will ensure that 75 million children and youth in danger of, or already missing out on their education, can have the resources they need to access this basic human right.

"We are delighted to have the support of the ALDO Group in our campaigning for a quality education for every child. Aldo has historically been a leader on social issues and we feel this partnership truly has the power to inspire thousands around the world to become active Global Citizens," said Stephen Brown, Senior Director of global partnerships at Global Citizen.

Aldo is a company that was founded on a strong set of values – Love, Respect and Integrity. At the core of the brand there is a premium placed on being a good corporate citizen, striving to enrich global communities, and empowering associates and partners around the world to join its efforts. Having been involved in the fight against AIDS since the mid-80's, Aldo remains committed to growing and sharing its philanthropic culture through this new project. The principles of social engagement, shared by Global Citizen, further solidify the partnership and give grounding to a common goal on education.

To garner as much awareness and excitement for this initiative, Aldo partnered with several influencers for the occasion to create curated social content and unite its community. The influencers include Braina Laviena (@brainalaviena), Danielle Alcaraz (@daniellealcaraz), Eff Ulloa (@eff.ulloa), Eric Jess (@ericjess), Francesca Smith (@frankvinyl), Jesi Le Rae (@jesilerae), Kari Michelle (@karixmichelle), Kehaulani Sanares (@kehaulanisanares), Madison Paige (@madspaige), Parker York Smith (@parkeryorksmith), Sonny Turner (@sonnyturner ), Tommy Lei (@mybelonging) and Valerie Star (@valerie_star). Through the "Give Back, Move Forward" campaign, the brand hopes to enable the #AldoCrew to use their voice to join the conversation and take action.

The campaign will go live in key marketing touch-points including online, mobile, select stores and social media programs as of November 28th, 2017. The limited edition Aldo Mx. will be available in 13 countries including Canada, Indonesia, Kuwait, Lebanon, Malaysia, Mexico, Singapore, South Africa, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States of America.

Rihanna Launches Fenty Beauty, a Global Makeup Brand, in 17 Countries


THIS. IS. #FENTYBEAUTY. Head in-store to see the full story. @badgalriri @sephora

Rihanna, in partnership with Kendo Brands, a LVMH-owned beauty developer, launches her global makeup brand, Fenty Beauty, in an unprecedented 1,600 stores across 17 countries in one day. The beauty industry’s most anticipated launch, Fenty Beauty was created by Rihanna with a vision that’s always ahead of the game – Fenty Beauty redefines the rules with light-asair formulas that love to be layered, in a global lineup of shades designed for all.

Rihanna was inspired to create Fenty Beauty after trying to find products that worked across all skin types and tones. With Rihanna’s mandate of inclusivity, Fenty Beauty offers a wide range of products for traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.

Just like Rihanna, the brand is both edgy and feminine, with a complexion-focused product assortment developed to work together and provide everyone with Rihanna’s real-life method for killer radiance, The Fenty Face. “The Fenty Face was created for women of all skin tones, of all personalities,” she says. “These steps are key to starting your makeup, no matter the look you’re going for. This is where the fun begins.” For Rihanna, the secret to radiance lies in the very first step of the Fenty Face, a soft matte filt’r—because no matter your skin type, adding glow on glow = unwanted shine. The second step? Layer your highlight for strategically-placed glow—it’s all about lighting up where you want. Lastly, get ahead of shine by blotting on the fly, wherever and whenever; Rihanna believes that being photo-ready means being shine-free. Tested backstage, on stage, and in real life, The Fenty Face is the key to unlocking all of makeup’s limitless possibilities. This process is at the core of this 91-sku line, which includes 40 shades of Pro Filt’r Soft Matte Longwear Foundation; 1 universal Pro Filt’r Instant Retouch Primer; 30 magnetic Match Stix Skinsticks, in both matte and shimmer finishes to contour, correct, conceal, highlight and blush; 6 cream-powder hybrid Killawatt Freestyle Highlighters for face and eyes; Invisimatte Blotting Powder and Paper; 1 universal lip gloss known as Gloss Bomb; and a variety of application tools.

In addition to creating every detail of each product in her cosmetics collection, Rihanna also personally appointed three prestigious makeup artists to represent Fenty Beauty around the world. This Global Artistry Team includes James Kaliardos as Resident Artist, and Priscilla Ono and Hector Espinal as Global Makeup Artists.

Fenty Beauty by Rihanna is available starting September 8, 2017 at Sephora, and

Saks Fifth Avenue Announces 2017 Key To The Cure Campaign Benefitting Women's Cancer Research Fund With Jennifer Lopez And Missoni


Saks Fifth Avenue, one of the world's pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. As part of the Hudson's Bay Company brand portfolio, Saks Fifth Avenue operates 40 full-line stores in 22 states and Canada, five international licensed stores and, the company's online store.

For more information, kindly visit,,,,, and

The Women's Cancer Research Fund (WCRF) has supported innovative research directed at the development of more effective approaches to the prevention, diagnosis, treatment and survivorship of women's cancers since 1997. Founded by Jamie Tisch, Kate Capshaw, Rita Wilson, Anne Douglas, Quinn Ezralow, Kelly Chapman Meyer and Marion Laurie, WCRF has significantly moved the needle to fast-track more effective approaches to the study of women's cancers. In 2016, WCRF joined forces with the Breast Cancer Research Foundation (BCRF)—the largest private funder of breast cancer research worldwide. As a program of BCRF, the highest rated breast cancer organization in the country, WCRF will go even further in its ability to advance lifesaving research. For more information, kindly visit or

Jennifer Lopez will be the Official WCRF Ambassador
Missoni will Design the Limited Edition T-Shirt

 Saks Fifth Avenue has teamed up with Women's Cancer Research Fund (WCRF) for the 2017 Key To The Cure campaign. Now in its 19th year, Key To The Cure is Saks Fifth Avenue's annual fundraising and charitable initiative to fight cancer. This year, Women's Cancer Research Ambassador Jennifer Lopez will act as the face of the campaign, and Missoni will design the exclusive, limited edition t-shirt.

"For almost two decades, Key To The Cure has been one of the most iconic and valuable programs that Saks executes each year," said Marc Metrick, President of Saks Fifth Avenue. "We look forward to raising funds for WCRF, as well as cancer research and treatment organizations around the country, and are confident that we will be successful, especially with the extraordinary support from both Jennifer Lopez and Missoni."

The Women's Cancer Research Fund (WCRF), a program of the Breast Cancer Research Foundation, has supported innovative research directed at the development of more effective approaches to the prevention, early diagnosis, and treatment of women's cancers since 1997. Founded by Jamie Tisch, Kate Capshaw, Rita Wilson, Anne Douglas, Quinn Ezralow, Kelly Chapman Meyer and Marion Laurie, WCRF has significantly moved the needle to advance lifesaving research. Saks Fifth Avenue's annual KTTC charity shopping weekend will kick off on Friday, Oct. 13, and will donate three percent of sales of designated merchandise up to $500,000 to WCRF from Friday to Sunday.

"We are honored to partner with Saks Fifth Avenue on this year's Key To The Cure campaign," said Jamie Tisch, cofounder, WCRF. "We admire all that Saks has accomplished in support of cancer research over the years, and we are grateful to everyone who will participate in this event to raise critical funds."

Since the campaign's inception 19 years ago, Saks Fifth Avenue has donated close to $40 million to cancer research and treatment organizations throughout the United States. Organizations that have benefitted from Saks Fifth Avenue's charitable support include Stand Up To Cancer (SU2C), Cleveland Clinic, Boston's Dana-Farber Cancer Institute, Nevada Cancer Institute and many more.

Missoni, known for its colorful geometric motifs, created the exclusive 2017 Key To The Cure t-shirt. The design will be available for purchase from Oct. 1 through Oct. 31 at all Saks Fifth Avenue locations in the U.S. and Canada as well as on One hundred percent of proceeds from the $35 t-shirt will be donated to twelve local cancer charities, including American Cancer Society, Breast Cancer Research Foundation and TGen Foundation, among others.

"It's an honor to design the coveted Key To The Cure t-shirt for Saks Fifth Avenue," said Angela Missoni. "This year marks my 20th anniversary as the Creative Director for Missoni and what better way to celebrate than to join the amazing roster of designers who have used their creative voices to support such an extraordinary cause."

Jennifer Lopez will act as the official WCRF Ambassador, appearing in the KTTC advertising campaign as well as in a Saks Fifth Avenue-sponsored national public service announcement. Past ambassadors and designer collaborations have included Halle Berry and Christian Louboutin, Jennifer Aniston and Peter Dundas, Gwyneth Paltrow and Karl Lagerfeld, and Heidi Klum and Michael Kors, among many well-known others.