3INA links with Brooklyn artist and Asos for limited edition launch

By

Sandra Halliday

Published
Apr 5, 2017

UK beauty retailer 3INA is launching an interesting new limited edition collection combining fashion and beauty. The collection, called Art Freedom, debuts later this month and sees it linking up with Brooklyn-based embroidery artist Marie Sophie Lockhart for its first-ever collaboration.

The company, which is expanding internationally as well as in the UK, will launch the line on Asos and in its own stores. It said the collection includes new products, shades and colours to reflect themes of self-empowerment, creativity, expression and global culture

Lockhart created the packaging design for the products as well as limited edition patches that will be given away when shoppers buy two or more pieces from the Art Freedom line-up in the firm’s physical stores.

The company said French-botn Lockhart “was a dream partner for a collection built on values of timeless artistry, cultural curiosity and the power of creative freedom.”

Lockhart has a rising pop culture profile having been first championed by Drake and since then having been commissioned by celebrities with global recognition including Beyoncé, Rihanna and Miley Cyrus. She has also worked with Stella McCartney and Marc Jacobs.

3INA creative director Natalie Hasseck said she collaborated closely with Lockhart for the launch, drawing on a range of references from 80s club culture, artists such as Jean- Michel Basquiat and style and photographs by Ray Petri.

“When we were pulling together the palette, we were envisaging what Club Kids in the 80s would have worn on a night out. Metallic lips, bold reflective eye shadow, mirror nail polishes,” she said.

And in another interesting move, launching alongside the collection will be an interactive online experience 3ina.com/artfreedom, conceived and created by digital creative duo DVTK.

Products in the line-up include Metallic Long Wear Lipstick, a Chubby Highlighter, Eyeliner Pencil, and Blush Powder Pearls,