THE HEALTHY LIFESTYLE AGENCY

DEVITA &NY FASHION WEEK

CREATING THE STORY

SETTING THE SCENE:Beyond natural, DeVita occupies a unique space in the world of natural skincare and color cosmetics--the

l ine is vegan. The DeVita customer is highly educated and understands ingredients, yet the brand had

great potential to appeal to a wider consumer audience. Women are becoming increasingly concerned

with what they put on their skin,so we needed to make the brand more desireable and attainable. To meet

this challenge we connected DeVita with an upcoming New York Fashion Designer, who was making her

big debut at NYFW. Together a story was crafted and the media went crazy.

THE FIRST ALL VEGAN FASHION SHOW.

THE SETTING

EYEBEAM, NYC:The Vaute Couture show was held at Eyebeam, the leading not-for-profit art and technology

center in the United States. The space, which in the past, hosted fashion events by edgy brands l ike;

Christian Siriano, Mark McNairy, Creatures of the Wind, Honor, and Heisel-was the perfect backdrop for this

unique collaboration.

THE COLLABORATION

DISCOVERING COUTURE:One of the main reasons why we connected DeVita Cosmetics with Vaute Couture is because of Leanne

Mai-ly Hilgart. This fashion maven is the lead designer of Vaute, and has been an advocate for animals

since she was 8. Beginning her career as a model she was on the other side of the fashion industry, making

the shift to designer after realzing there is was no outerwear option out there that was cruelty free and

fashionable. Since then the media has compared her to Stella McCartney, and she is THE one to watch in

the fashion industry right now.

“LEANNE IS A GAME CHANGER- EMBODYING COURAGE, CONVICTION, & CREATIVITY.”- CONDE NAST & THE MAZRA6 CAMPAIGN

THE EVENT

BRINGING IT TOGETHER:With DeVita Cosmetics as the off icial make-up sponsor and Salon Champu as the off icial hair sponsor, the

scene was set for the 1st entirely vegan show at New York Fashion Week. As part of the DeVita make-team,

we recruited lead makeup artist and Green Beauty Expert Rebecca Casciano, to help take charge. Rebecca

has worked with many industry heavies including; Frederic Fekkai, Anderson Copper, Martha Stewart and

Mary J. Blige, as well as being a make-up artist at The Grammys. To help capture the event we had our

in-house photographer on site, and had a videographer come to produce a video recap for social media

and press.

CLICK TO VIEW

OUR NYFWVIDEO

BEHIND THE SCENES

IN THE PRESS

FEATURED LOOKS IN THE VAUTE LOOKBOOK

ADINNYC.COM • E: SUE@ADINNYC.COM • P: 212. 693. 2150

THE HEALTHY LIFESTYLE AGENCY