Latest news with #ChloëGraceMoretz
Business of Fashion
20-05-2025
- Entertainment
- Business of Fashion
Can Gaming Go Glam?
In a bit of beauty industry news that could read like the result of a very niche Mad Lib: The actress Chloë Grace Moretz and the pop star Rina Sawayama have created a cyberpunk cosmetic line, called Godmode, catered toward female gamers. The label is the first to launch from Closer Brands, the incubator beneath the UK-based Closer Group, The Business of Beauty has learned. Godmode's first collection comprises five products, including a cool-toned highlighter called Genesis Glow that approximates the pallid blue light cast off by screens; it will debut in early June on a direct-to-consumer website. On Tuesday morning, the brand teased an 'unlock' code on its founders' Instagram channels as well as its own, and intends to keep the exact launch date a secret for now. The launch reflects a broader effort on behalf of the beauty and fashion industries to engage female gamers, a growing segment of the population aided by the pandemic. While plenty of beauty brands have collaborated with popular coed games like The Sims or Roblox, Godmode seeks to integrate the two worlds more fully, creating a cast of characters and a universe of lore through marketing and a makeup collection. Godmode, itself, is not an actual video game or affiliated with one. 'Female gamers are everywhere,' said Mark Loy, the founder and executive chairman of Closer Group and the founder of Spring Studios. 'But brands barely speak to them.' Gender parity in the gaming population has narrowed significantly in the past few decades; in the US about 53 percent of gamers identified as male, 46 percent as female and 1 percent as non-binary, according to a 2024 report from the Entertainment Software Association. When it comes to preferences, however, there are some distinctly gendered trends; while about half of men who game play 'live service' titles like Fortnite or Grand Theft Auto, nearly 70 percent of women prefer mobile games, according to a 2024 Deloitte survey. The brand's first drop, Genesis, includes the Genesis Glow Highlighter, which approximates the pallid blue glow of a screen's light. (Godmode) Godmode achieves a more unusual milestone in the beauty industry as the first brand of its era to be fronted by not one but two celebrities, though Loy is reluctant to use the c-word. 'It's important to us that it's not seen as a celebrity brand,' he said. With celebrities or without them, Godmode will need to create something more explorable, more tangible and more playable than gamified product drops paired with hyper-lush marketing imagery to gain and maintain credibility with its gamers. 'Rina and I have the ability to build a new world for beauty that isn't just, 'Oh, you like this product, buy this product,' right?' Moretz said. A Perfect Match The realm of video games, only a handful of decades old, has historically been a place where brands go to meet men: the cult bar arcade game Tapper was a branded effort from Anheiser-Busch, and brands like Mercedes-Benz have more recently sponsored esports leagues and made its S-Class available in Mario Kart. Fashion and beauty companies, by contrast, have only recently entered the category. In 2020, MAC Cosmetics gifted a batch of 12 makeup looks to users of The Sims, which has also offered paid expansion packs sponsored by H&M (in 2007) and Moschino (in 2019). Meanwhile, a number of brands including E.l.f. Cosmetics and Givenchy, and most recently the fragrance and flavors conglomerate Givaudan, have created minigames for Roblox, the online game with 90 million monthly average users. Givaudan's 'The Garden of Memories,' in which players help a cute woodland creature craft perfumes, has logged about 60,000 players since it launched in France in January. Many of these are attempts to hook young consumers, rather than consumers who game, which has required a carefully calibrated approach by Closer. Godmode crystallised in 2023, as the incubator sought out celebrity partners. Moretz and Sawayama were deemed a perfect match for the gaming-inspired brand — the former had expressed interest in working on a beauty label to her agents at CAA, while the latter is an ambassador for Playstation. The two met for the first time in New York when they convened to shoot promo photography. Co-founder Chloë Grace Moretz appears as Chroma, her Godmode alter ego, with makeup by Daniel Sallström. She is partial to the brand's Level Up Lip Liners. The uncommon dual-founder structure was not lost on the greater public when news broke earlier this month that Moretz and Sawayama were collaborating on a beauty line. A representative example, from X: 'I don't think I would have put them together, but hey, good for them!' The co-founders corral audiences from different fields of the entertainment industry, but are also passionate gamers themselves, they told The Business of Beauty. Sawayama is a fan of tycoon-style titles like Two Point Museum, while Moretz enjoys open-world roleplaying games like Cyberpunk 2077 and Final Fantasy XIV. 'Once I realised how much you can customise and go deep into this character lore and create your own story, it's just a whole different form of gameplay,' Moretz said. A promotional still from Godmode's launch film animated by the production company All of Us Here. (Godmode) Loy pointed out that the two are 'emotionally and financially invested' in Godmode, but declined to elaborate on the partnership structure. He also hinted at forthcoming collaborations that could see Godmode entrench itself in the world of gaming beyond a product that is 'rebranded with somebody's IP.' There will also be immersive spaces, similar to the ones Closer has designed for brands like Louis Vuitton and Miu Miu. For the brand's debut, the co-founders will reveal their Godmode alter egos, with the brand's product drops — beginning with 'Genesis' in the summer, and another planned for the fall — released as chapters of an intergalactic series. 'If you're not a gamer, it's hard to understand the fantasy,' Sawayama said. Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day's most important beauty and wellness news and analysis.
Time of India
13-05-2025
- Entertainment
- Time of India
Oh. What. Fun. OTT Release Date: When and where to watch Michelle Pfeiffer & Chloë Grace Moretz's comedy film
Oh. What. Fun. OTT Release Date: Lights, laughter, and legends; Michelle Pfeiffer and Chloë Grace Moretz are about to bring all of it to your screens in Oh. What. Fun., a holiday comedy that promises to be as chaotic as it is heartwarming. And the wait is finally over. After its mega premiere at the Tribeca Film Festival, Oh. What. Fun. is all set to stream exclusively on Prime Video starting December 3rd. What's all the buzz about? The title itself (Oh. What. Fun.) feels like a festive shout you'd make while sliding down snow-covered hills with hot cocoa in hand. And that's exactly the vibe this film seems to promise: warm, wacky, and wonderfully dysfunctional. Directed by the indie talent Rebecca Thomas (known for Electrick Children), this comedy follows a quirky, estranged family reuniting during the holidays, and of course, nothing goes according to plan. Based on a short story by Chandler Baker, this movie is about Claire Clauster (played by Michelle Pfeiffer), the mom who always makes the holidays perfect for her busy, lovable family. She bakes amazing cookies, wraps beautiful gifts, and keeps everything running smoothly. But this year, her grown-up kids and preoccupied husband are so caught up in their own problems, they forget all about her. By the time they realise she's gone, Claire has already taken off on her own holiday adventure - one where she doesn't have to cook, clean, or take care of anyone else. While her family scrambles to find her and fix Christmas, Claire finally gets a chance to enjoy the holidays for herself and remember what really matters. More about Oh. What. Fun. Oh. What. Fun. is written by Showalter and Baker, and it features a big cast including Felicity Jones, Chloë Grace Moretz, Denis Leary, Dominic Sessa, Danielle Brooks, Devery Jacobs, Havana Rose Liu, Maude Apatow, Jason Schwartzman, Eva Longoria, and Joan Chen. Chandler Baker, who wrote the original story, is also one of the executive producers. The movie was produced by Showalter and Jordana Mollick through their company, Semi-Formal Productions (known for The Eyes of Tammy Faye and The Dropout), along with Berry Welsh and Jane Rosenthal from Tribeca Productions (The Irishman), and Kate Churchill, who worked on Amazon's Holland.
See - Sada Elbalad
14-03-2025
- Entertainment
- See - Sada Elbalad
Chloë Grace Moretz to Star in Thriller "The Edge Of Normal"
Yara Sameh Chloë Grace Moretz has signed on to star in the serial-killer thriller "The Edge Of Normal", the first English-language feature from director Carlota Pereda (Piggy). The pic was written by Matt Venne (Dexter: Resurrection) with revisions by Lori Evans Taylor (Final Destination: Bloodlines), based on Carla Norton's novel of the same name from St. Martin's Press. The synopsis reads: 'Reeve LeClaire is still haunted from when she was held captive as a teenager by a sadistic man, but when her psychiatrist asks her to mentor a newly rescued survivor, she's pulled into a chilling game of cat-and-mouse—one that threatens to drag her back into the nightmare she barely escaped.' XYZ Films is producing and financing with funding from Vanishing Angle will produce alongside Andrew Deane and Ava Jamshidi for Industry Entertainment. Filming is due to begin this spring. CAA Media Finance co-reps domestic. Grace Moretz will next be seen in Michael Showalter's "Oh What Fun" opposite Michelle Pfeiffer and Felicity Jones for Amazon MGM as well as Joey Powers' "Love Language" opposite Anthony Ramos.
