Five minutes with: Angela Lindvall

How did you feel when you were asked to be the face of pureDKNY?

I am so honoured to be the face of pureDKNY. It feels great to represent something I truly believe in.

What do you like about the fragrance?

Besides being an amazing pure smell of natural oils, I like the fact that the brand has made responsible decisions as a company while launching this new product. The vanilla is harvested in Uganda, which helps support the nation of Uganda and biodegradable plastics and recycled papers are used in the packaging as well. Mostly, I like what the campaign represents, which is all the little moments in life that make life special – the pure moments and relationships in our lives.

Who do you think the pureDKNY woman is?

A strong multi-dimensional woman. A woman who is confident in herself and sets trends, not follows them.

What did you enjoy the most when shooting the advertising campaign?

I love all the DKNY team, Nathaniel Goldburg, and being with my son was a plus. It was very easy going, you wouldn’t have even known it was a job – it was more capturing pure moments.

What was it like having your son Sebastian feature in one of the campaigns? And your partner also?

My partner was just there to help with Sebastian and ended up getting booked on the job, so he was super excited. Sebastian and I just hung together and without even knowing we had our picture captured. We all had a really fun trip to NYC.

How was the pureDKNY campaign different from all the other work you’ve done with DKNY?

This was very raw in the sense of the style. It wasn’t so much about clothes, but more about a feeling. It was very intimate. This also represents something much bigger and a message that is much needed in the world in which we live today.

You are known for being a social activist for living a more conscious lifestyle. Why did the green movement first interest you?

When I moved to NYC I started researching what’s in our food, then water, and then environmental degradation. I was shocked to learn the statistics I did. I thought, hy isn’t this on the front page of the newspaper”?!! Nobody was really focusing on the repercussions of the things we do, furthermore how we effect the environment and humanity.

How do you convey this message to others?

After my career took of in fashion and through my experiences I learned the power of the media and the influence fashion has within the media. I thought; if we could use the same vehicle to inspire change and educate, then things could be done differently – more sustainable and cool.

What steps have you taken in your personal life to be more eco-friendly?

I think about where I invest my money. The things I buy, where I eat, what I eat, I support local. I use biodegradable products. I grow a garden, recycle water, recycle goods, reuse things, and invest in things that last. I try not to consume too much to begin with. I also support initiatives that are making changes in the world. Like Camp Hill farm, which is bringing back local food. And the NRDC’s Clean By Design, to green the manufacturing of textiles in China.

Was it important to you that this fragrance supports environmental sustainability?

Absolutely. The industrial revolution opened a lot of opportunities in the past, but those ways are no longer sufficient and sustainable to evolution. There are new ways to do things. But, it is necessary to implement them into existing structures and procedures.  I’m very proud that pureDKNY has made these steps and I’m also proud to be a part of it.

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Floral tribute

Aerin Lauder has fond memories of her grandmother, Estée Lauder, having small samples of fragrance everywhere, next to her bed, on her vanity, on her desk and in her handbag. Now, 20 years on, Aerin (the senior vice-president and creative director of Estée Lauder, the company her grandmother started in 1946) has completed a fragrance that her late grandmother began creating in the late 1980s, but abandoned.

The fragrance, Jasmine White Moss, a lush green floral chrype, is the third installation and the perfect complement to the Private Collection – a niche, luxurious perfume range created with the most faithful Lauder customer in mind. Jasmine White Moss joins Tuberose Gardenia, a sensual floral bouquet and Amber Ylang Ylang, 
a heady, spicy perfume.

After discovering the abandoned formula in the fragrance archives, Aerin set about finishing what was known as Formula 546AQ, in honour of her grandmother. “There’s a great story behind this fragrance,” says Aerin. “Basically it’s a fragrance that Estée started, but never finished. She worked on it for years, and then stopped working on it in 1989. I found it in the archives about a year and a half ago and that’s when I began working on it to finish what she started. I thought it would be interesting to finish a fragrance that my grandmother had worked on, but never quite completed.

“When I smelled it, I immediately fell in love with the scent. It was a very green, very floral chypre – classically timeless, rich and elegant. It had all the qualities that reminded me of the fragrances Estée created and inspired my own love of fragrance.”

Keeping her grandmother in mind, Aerin ensured that the scent, as well as the bottle, reflected Estée’s taste and intentions. “I wanted to feel her blessing. I think Estée would love it. It’s very inspired by and true to what she created, but slightly more floral,” says Aerin. “We’ve added many elements to the existing fragrance Estée created. Two of the key elements that I think are really beautiful and distinctive are the blend of natural jasmine and the unique white moss accord, which was created especially for this fragrance. Achieving the classically rich white moss is made possible by a unique technology we have in France that enables us to use the moss note, but in a very clean, fresh and unique way. The jasmine is a wonderful warm note that makes the fragrance feel very feminine, floral and rich. It has the feel of modern sophistication with an incredible, almost intoxicating spirit.”

Even the semi-precious lapis and pearl-stone embellishments on the golden  lid are a nod to Estée’s love of blue and white, her sense of detail, and the world of luxury that she really loved. “The blue and white stones and gold details are very much the symbol of what Estée stood for,” says Aerin.

“They are the signature of the brand and that’s one of the reasons why we selected them for this fragrance. The designs are retro, in a sense, because of the blue and white, but the way the stones are laid out, and the way the body cream has that wonderful basket weave texture on it, is very modern. Even the pendant we’ve created looks like a piece of jewellery that you’re seeing at the fashion shows now. There’s something really contemporary about it. I think Estée would be very proud.”

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