For Autumn/Winter 2016 3INA’s Nu Cool campaign captures the core spirit of the 3INA girl. Nu Cool draws from the inimitable, intangible cool-girl style that has been passed down from generation to generation. From Debbie Harry to Soko, FKA Twigs to Susie Bubble, Björk to Grace Jones, rather than bending to trends and fads, the hallmark of the 3INA girl is that they could never be anyone other than themselves. They are individuals who still manage to share a collective outward facing, positive view of the world. “When putting together this campaign we asked ourselves ‘In a world where trends move at the speed of light, what does it mean to be cool? What is the new cool?’”, explains Natalie Hasseck, newly appointed Head of Creative for the brand. “This campaign has been called Nu Cool, but in fact it’s essentially the ongoing vision for the brand. It’s all about a sense of direct confidence, of stripping back layers and a lot of the fluff. It’s about having nothing to hide.” “With this campaign we’re hoping to talk to girls of the now, in the now. Our Nu Cool girls are as confident in their look as we are in the quality of the 3INA product”. Nu Cool sees the 3INA range expand from its launch in February this year of 450 products to 800 products, with the first additions being THE COLOR KAJAL (available November) in 8 richly pigmented shades and THE LIP OIL BALM (available December) in five tints. The brand continues to offer bold, brave beauty in a staggering array of colours. With new products introduced to market every month in luxurious formulas that are ethically sourced as well as paraben and cruelty free, 3INA presents a nimble alternative to other beauty brands and at an honest price point. Initially involved with the brand’s creative inception, Natalie’s past projects have included four years as fashion art director with Mario Testino’s MT+ Agency, where she conceptualised editorials and campaigns for the likes of Roberto Cavalli, Etro, Carolina Herrera and Wolford.