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 designer 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.
By Patrick Griffin
Photography supplied by Rankin. Lily Allen is the face of Vype’s new
House of Holland collaboration in partnership with Rankin, celebrating
the ePen 3 range. Available at govype.com
VM22 | 89