The HAZE EFFECT
New York-based graffiti artist and graphic designer Eric Haze talks to BAZAAR about his limited-edition Christmas collection for Kiehl’s. By Li Ying Lim.
brand. br “At Kiehl’s, we take pride in our heritage, and what w better way to celebrate the holiday season than to collaborate co with one of New York’s finest?”
Born and bred in New York, Haze immediately catches ca onto the brand’s core identity because of their similar “less is more” approach. “I am not just engaged as an individual and artist, but as brand collaborator and fan. At this stage in my career I am really only interested in brands that are significant and wellestablished with values of their own, where we can bring both our aesthetics to the table. Kiehl’s most definitely ticks all those boxes for me.” This Christmas, Haze follows in the footsteps of fellow pop art mates Kenny Scharf, Jeff Koons, and Kaws by lending his original artwork to the skincare brand’s annual Holiday Collection. His designs of the letter K and stars in festive colours will adorn Kiehl’s bestsellers including the Ultra Facial Cream, Calendula Toner, and personalised gift sets.
Ironically, colour, Haze admits, is not usually in his artwork’s DNA. “I’m well known for my black, white, and grey approach to my work. This comes from the fact that I’m primarily a logo designer,” h he laughs. “To create artwork is one thing, but to c create artwork that stands as an actual pattern and is well-served as packaging is a trickier science. Since holidays are joyous times, for this collection, I wanted to strike a balance between being organic and creative.”
Haze is happy that the partnership is a healthy, balanced marriage of art and product. “It is also another platform to reach perhaps a new and different audience,” he explains. “I don’t te tend to be a storyteller or an illustrator that way. I Instead I’d like to think there is a sense of risk, personal commitment, and confidence that comes through my work that I hope is inspirational to others.” Kiehl’s X Haze Collection is available at all Kiehl’s stores now.
Kiehl’s x Haze Collection Ultra Facial Cream, RM100
Kiehl’s x Haze Collection Calendula Toner, RM135