Temperley London has been one of several brands experimenting with Instagram’s new Hyperlapse tool this fashion week season; using it to reveal a series of behind-the-scenes insights in the run-up to today’s show.
There’s been a post of a fitting session with a model (as below), as well as a quick looks at final tweaks to the collection.
We spoke to creative director Alice Temperley, MBE, about the role video plays in her wider social media strategy, her thoughts on the staying-power of Hyperlapse, and how important all-things visual are to the fashion industry.
Q: How central is video to a brand like Temperley London?
AT: The digital strategy at Temperley London is getting more and more play time; video being a key part of a wider content strategy. I want to be able to take our viewers on an interactive journey that is 100% in line with our brand’s beauty and creativity, and British heritage, which I am so proud of.
A recent example of this is our “White Magic” film, which we produced over the summer exclusively for Net-a-Porter.com. It was shot at my home in Somerset, where I grew up, and featured some of my closest friends wearing some of our decadent dresses.
Q: Where do you see social media within your marketing activity, is it a growing part of the brand?
AT: Yes absolutely, it’s an ever-growing part of the brand’s development and will remain a focus for us in 2015. [We’re] understanding how our social followers are reacting to content on each individual channel and ensuring we are targeting each with a different and relevant strategy.
Visual is key: Instagram, Pinterest in particular. I love photography and really enjoy being part of the creative process and personally engaging with my followers on Instagram.
Q. Where does Instagram fit within the wider scheme of your strategy?
AT: It’s the only channel I personally manage myself. I love it. It allows for a different perspective and I enjoy reading people’s comments.
Q: What’s your overall opinion on the value of a tool like Hyperlapse for fashion? Does it have longevity?
AT: Anything that expresses someone’s creativity will have longevity and a voice. Timelapse has been used for years, but the ability to do it on your mobile and in real-time has brought this concept to life.
Q: What all can we expect in terms of behind-the-scenes access with you for fashion week?
AT: An insight into my days in the lead up to the show – [it] may not be what people expect – hopefully people can live the excitement with me and be a part of the journey.