Vaper Expo Showguide 2019 VAPOUROUND-MAGAZINE-MAY-SHOWGUIDE-2019 WEB_compressed - Page 27

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. VAPER EXPO SHOWGUIDE | 27