3 X CULTURE-FIRST MASHUPS WE’RE LOVING
From makeup and art to food and fairy tales, the three culture-first mashups that caught our eye this month show the beauty and hype that can result when worlds collide.
1. MAYBELLINE NEW YORK X ASHLEY LONGSHORE
L’Oréal-owned Maybelline New York have launched a range of liquid lipsticks in collaboration with mixed media artist Ashley Longshore.
Longshore’s colourful, pop-inspired portraits showcase her unique ability to combine words and images to make bold statements. Take her powerful depiction of Ruth Bader Ginsburg and Alexander Hamilton clad in Elton John-approved rhinestone sunglasses, for example.
Image Credit: Pinterest
The artist’s personality again shines through in her work for Maybelline, with a pack design reminiscent of K-beauty brands: a colourful wakeup call for the rest of the mainstream beauty market.
Image Credit: refinery29.com
The designs are said to reflect her adoration for bright colours and pop-culture references, with cartoon-style illustrations of high heels, butterflies and lips.
Image: refinery29.com
Commenting on the partnership, Longshore said: “Recreating my designs for the packaging of Maybelline New York’s SuperStay Matte Ink was an incredible opportunity to work with a new medium. My love of colour is always what makes my art “POP” and the Maybelline shades selected emphasise this. I have always found synergies between makeup and art as tools to express myself, and I hope this collection empowers others to do the same.”
If you’re seeking a potential collaborator with some serious pop-culture credentials, or you’re simply in need of good vibes and beautiful art on your feed, Longshore is a must-follow.
2. CAMA CAFÉ X QUAKER OATS
Cama Café - a street coffee brand in Taiwan - have collaborated with Quaker Oats to serve up a solution for those in a rush with no time for breakfast. The result is a cereal latte created for the culture hungry.
Why culture hungry? Well, as part of the collab, images of Quaker’s founder “Larry” have been updated to portray a youthful street style character influenced by hip-hop, skateboarding and pop culture. The character has been applied across sticker sheets to encourage the customisation of Cama Café cups, water bottles and phones. You know, the usual.
Image Credit: packagingoftheworld.com
3. KITH X MALIN & GOETZ
Streetwear brand KITH, best known for their limited-edition capsule collections and high-profile collaborations, are at it again. They’ve made another entry into the skincare space by collaborating with New York-based brand Malin & Goetz.
The new line includes a hand and body wash, body lotion, shampoo, conditioner, eau de parfum and a candle. Each product carries KITH’s signature scent, Vapor, which Malin & Goetz custom-developed for the collab.
Although this isn’t the first time KITH has played in the cosmetics space (they hooked up with Estee Lauder back in March), this collab contains their first skincare products aimed at both men and women.
Named after KITH’s founder Ronnie Fieg, “Ronnie’s Edit” is a compilation of Fieg’s favourite items from the brand.
Speaking in an interview with Women’s Wear Daily, Fieg said: “These products will help bridge the gap between our customer’s daily lifestyle, helping them interact with our brand in a different way than apparel or footwear, which I feel is very important.”
3x3 has been compiled by LOVE's Culture & Strategy team. Want to say hello, ask questions or question their cultural knowledge? Throw an email over to hello@lovecreative.com.