It does not take a long internet search to find pictures of Lily Allen
smoking.
She has been pictured smoking on stage, in her car, after a
gym visit and even while crouching under a ‘no-smoking’ sign in
Melbourne, Australia ... but those days may now be over for her.
Long-time smoker Lily has decided to take up vaping instead after
being inspired by fashion designer Henry Holland’s eye-catching
designs for his Vype ePen 3 clothing range.
And now she has been unveiled as the face of Vype’s second
collaboration with House of Holland and is the star of a photoshoot
wearing Henry’s colourful creations.
The ‘No Shame’ singer said: “Smoking and singing don’t go together
particularly well so I needed an alternative.
“Having heard about Vype and having seen the collaboration
Henry has created with them, I thought I’d give vaping a try and
I am delighted to be partnering with Vype.”
Henry Holland has created a series of limited-edition designs for the
ePen 3 range as part of his latest collection, which is his second
collaboration with the e-cigarette manufacturer. World-renowned
photographer Rankin was chosen for the Lily Allen fashion shoot.
Rankin said: “When Vype approached me to collaborate with
them alongside Lily and Henry, I jumped at the chance.
“The fun, bold colours of the ePen 3 range were personified perfectly
in Lily, who has such a great sense of humour and is always
fun to photograph.”
Henry Holland has styled Lily Allen in seven looks from his House
of Holland AW19 collection. The images were chosen to highlight
the bold nature of both the award-winning singer and the award
winning ePen 3. They show Lily with each of the six core ePen
3 devices, and the exclusive House of Holland designed ePen 3.
The collection also comprises a bespoke pendant exclusively
designed to hold the ePen 3, which together with the new ePen
3 design, was unveiled at the House of Holland AW19 London
Fashion Week show in February.
Gemma Webb, General Manager at British American Tobacco
UK said: “After such a successful collaboration in 2018, it’s great
to be continuing our creative partnership with House of Holland
and its founder Henry Holland. As a conflicted smoker, Lily Allen
was also the right fit to bring to life Vype’s ePen 3 stylish and
iconic design and superior performance.”
Meanwhile, speaking at the launch of the new Vype iSwitch
and iSwitch Maxx devices, Ms Webb said the UK’s ‘pragmatic
approach’ to vaping regulation had encouraged growth in the
e-cigarette sector.
She said: “The UK is now the largest vaping market in Europe
and is the second in the world after the US. The UK government’s
pragmatic approach to regulating the category had definitely been
an enabler for this growth and as a consequence the UK has
become a great place for us to pioneer and showcase great new
products and innovation.”
Speaking of the huge potential in the vaping sector, she added:
“We are entering the most dynamic period of change our industry
has ever encountered. We are experiencing an extraordinary,
once-in-a-generation, coming-together of societal change, public
health awareness and crucially, access to technological innovation
in the nicotine category.
“This has created a unique opportunity for the industry and our
business: the opportunity to make a substantial leap forward in
our ambition to provide our consumers with a choice of potentially
reduced risk tobacco and nicotine products.”
The new iSwitch devices feature a Puretech heating system,
billed as a world first, which replaces the traditional wick and coil
with an ultra-slim stainless-steel blade that heats the e-liquid to
create vapour.
The blade, which is about as thick as a human hair, has a surface
area ten times larger than a traditional coil system and provides
a much more precise and measured way to heat e-liquid. BAT
says their Puretech blade ensures “a smoother, richer and more
consistent vape, with no off notes.”
The larger of the two Puretech devices, the iSwitch Maxx, is
interactive and Bluetooth enabled. It connects with the MyVype
app (available from Google Play) to open up a host of features
including power settings, usage statistics, battery level and also
contains a remote locking feature to prevent other people from using
the device.
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