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film sustainability technology

CuteCircuit features in Siemens campaign pushing sustainable, interactive fashion

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Siemens Home Appliances UK has launched a new film in its series around the future of the fashion industry; this time featuring wearable technology firm, CuteCircuit.

Aligning Siemens’ laundry care technology with the evolution of fabric and sustainable garment design, the three-minute spot showcases CuteCircuit’s interactive garments created by co-founders Francesca Rosella and Ryan Genz.

“If you think about the clothing that we wear today, we could have worn the exact same garments probably 100 years ago. We would have probably had a jacket exactly like this – with buttons, with a satin lapel. But our lives are digital; that digital lifestyle should be incorporated also in the things we wear,” the duo express.

They imagine a future of fashion that is more diverse and more personable to the individual user. Explains Genz: “Our clothing can transform, it can adapt, it can animate, it can move, it can change colour. And all of these things through digital technology become possible and that’s something that fashion has never done before.”

Rosella says it’s about integrating micro-technology with really beautiful design so the clothes we wear can do something amazing.

Sensors in garments for instance monitor the body and its environment, while conductive films see certain styles lighting up. All of that is possible with what Cute Circuit refers to as its “smart puck” – a brain that powers and provides the intelligence to the garment. It’s that which can then be snapped out to make the item washable too – thus the Siemens link.

The film was commissioned by Charlotte Moran, group marketing manager at Siemens Home Appliances, who said: “This new campaign celebrates what is possible by integrating beauty and functionality through the clever combination of smart textiles and micro-electronics. At the heart of this process is a design for sustainability and quality product cycle which mirrors completely Siemens focus on innovative garment care technology found in our washing machines.”

That sustainability aspect is also referenced in the film. “The idea of fast fashion – that you might buy something and wear it only once – is not sustainable. You see on the internet, landfills full of t-shirts. We should maybe go back to manufacturing a little less; but then manufacture garments that last much longer,” Genz and Rosella both explain.

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Editor's pick social media

Snapchat ruled social media at #NYFW this season – here’s a look at the best of it

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Influencers, brands and models alike have taken to Snapchat during this season’s New York Fashion Week in droves. Providing real-time insights into what happens behind-the-scenes, it’s been the best version yet of immediate access to what happens around the runway shows.

Brands including Tommy Hilfiger and Marc Jacobs (still to show this evening) are just a few that have launched new accounts this season, while Snapchat itself has featured two relevant live stories throughout the week. “New York Fashion Week” and “This Is Fashion”, are a curation of snaps from others attending the shows – it pulls in the best of each event, with overlaid info about which collection it’s about to screen.

From Marchesa to Public School and Michael Kors, both stories have provided a well-rounded view of each day. They’ve also, inevitably, been a go-to place to spot the famous faces in attendance, including Kate Bosworth at the Rebecca Minkoff show, Kylie Jenner at Alexander Wang, Emily Ratajkowski sitting front row at Altuzarra, and Anna Wintour at DKNY. Particularly interesting on the “This Is Fashion” story otherwise, was the integrated advertising from ASOS too. (See below screenshots)

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As we know, many brands are adjusting to a see now/buy now consumer-driven strategy for fashion week. Where once Snapchat may have been used as an additional storytelling tool; the future has it as a relevant channel to drive immediate interest and ultimately conversions.

Tommy Hilfiger’s announcement for a direct-to-consumer shift for example, was accompanied by the launch of its Snapchat in collaboration with new global brand ambassador Gigi Hadid. These “takeovers”, where a celebrity or influencer is given full reign of a brand’s Snapchat, are becoming increasingly commonplace.

Gigi shared snippets of the rehearsal, an inside peek into the make-up for the show and mini interviews with some of the other models also walking for the brand. Her perspective, no doubt, was a smart move by the designer in terms of driving interest and follower acquisition; something it will be able to capitalise on in the long run once its capsule collection with the supermodel launches in real-time this September.

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Following a wide variety of Snapchat accounts over NYFW provided a broad additional view on activities taking place. Tips, tricks and trends for make-up enthusiasts were shown by @Maybelline New York, as well as @SephoraSnaps.

Meanwhile, @Houseofherrera’s story was a star-studded one with the likes of Olivia Palermo and Karlie Kloss making an appearance. And @Louboutinlive gave a great behind-the-scenes preview of Naeem Khan’s show all the while showcasing some of its heels being worn by the models.

If that wasn’t enough, influencers such as Chriselle Lim and Man Repeller even had their own Snapchat filters created, with their name, company and a life-like cartoon of themselves featuring across their Snaps during the week.

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Next up: London, where we know @MullberryEngland is one-to-watch, having already started snapping for the first time with new creative director Johnny Coca.

Check out some more (cheeky) screenshots of all the Snapchat action during NYFW below:

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Categories
Blocks film social media

LFW to hit outdoor screens across the UK

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London Fashion Week will be screened on billboards across the UK in collaboration with Ocean Outdoor for the first time this season.

The British Fashion Council will be showing LFW footage to over 35 million people, through 60 screens in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, and Newcastle as well as around London.

The content will run from February 15-23. In the build-up it will include the spring/summer 2016 shows, before switching to daily round-ups from the new catwalk collections and presentations.

Caroline Rush CBE, CEO of the BFC, said: “Collaborating with Ocean Outdoor means that we are able to bring British talent and London Fashion Week to more people than ever before. At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the UK.”

Ocean has previously worked with both Hunter and Topshop to screen content from LFW on its outdoor network. Hunter broadcast its autumn/winter 2015 collection live, while Topshop teamed up with Twitter for a shoppable billboard initiative.

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Editor's pick social media

Kendall Jenner and Justin Bieber drive top tier engagement for new #MyCalvins campaign

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Proving the power of today’s social media celebrities, Kendall Jenner managed to rack up over 3.5 million likes for a handful of Calvin Klein images on her Instagram feed this week in little over 24-hours.

Justin Bieber meanwhile gained 1.5 million for one of his posts for the brand. All of them were part of Calvin Klein’s new spring/summer 2016 #mycalvins campaign – a refresh of a user-generated content initiative that has driven social media sharing for the brand around the world.

On this occasion, investing in influencers has once again helped get the word out. The provocative poses are accompanied by a tagline of “I ___ in #mycalvins”, encouraging other people to indicate what they indeed do in theirs.

It’s also the first time that each of the Calvin Klein brands – Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear – have been presented together. The campaign also features other well-known names such as hip hop artist Kendrick Lamar, singer FKA Twigs, actress Klara Kristin, cult skateboarder Mark Gonzales, British artist Shantell Martin and The Wire actor Tristan Wilds.

Photographer and filmmaker Tyrone Lebon is the mastermind behind the images, with the answers to what all these familiar faces do in their Calvins rounded up into a 90-second video as well.

Categories
Editor's pick technology

Berlin designer showcases new collection on 3D-printed mannequins

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3D printing has taken off in recent years, with yearly shows dedicated to the technology taking place in countries ranging from the US to Israel, Turkey and Argentina, not to mention numerous advances consistently being applied to the fashion industry. This week it was the turn of designer Micheal Michalsky, who opted to showcase his new couture line on miniature 3D-printed mannequins during Mercedes-Benz Fashion week Berlin.

The “Reality” exhibition features 15 3D-printed dolls adorned in the German designer’s most recent looks. Each life-like figure is only a foot in height, and reminiscent of 17th century miniature fashion mannequins that couturiers would use to sell their designs to various royal courts and clients around the world, reports 3ders.org.

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Michalsky is well know for being adidas’ creative director from 1995 to 2006, as well as providing fashion week in Berlin with big red carpet openings and events in collaboration with stars such as Lady Gaga and Marina and the Diamonds. More recently he became the creative expert at Düsseldorf based 3D printing tech company, Doob Group AG, which specialises in 3D scanning and the manufacturing of these 3D-printed figurines (frequently done as selfies and affectionately known as “Doobs”).

On the collaboration, he said: “Printing in 3D is a future technology, which already has influences fashion and will carry weight more and more in future [sic]. This is what fascinates me and I’m really excited about working together. I love and accept the challenge to merge technology with innovation and design and to relaunch the company’s optical appearance in public.”

A 3D-printed selfie of the designer does indeed stand at the head of his exhibition looking over his collection. You can catch it until January 29 at the Anna Jill Lüpertz Gallery in Berlin.

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Categories
social media

Condé Nast social campaign showcases “creativity selfies”

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Condé Nast has flexed it celebrity muscle and pulled in influencers ranging from Kendall Jenner to Reese Witherspoon to contribute to a new social media campaign focused on creativity.

Referred to as “creativity selfies”, the “Create. Connect. Condé Nast” campaign in the US, sees familiar faces appearing across social channels in short videos talking about what creativity means to them. Joining Jenner and Witherspoon are the likes of Jordan Spieth, Ronda Rousey, Hilary Rhoda, Lily Aldridge, Kerry Washington, and some 100 of the media company’s own employees.

Condé Nast secured 37 influencers in total, some of which, including Justin Bieber, helped promote the videos on their social media channels, using the hashtag #CreativityIs.

The idea for the project was born last summer when the company’s CEO Bob Sauerberg asked CMO Edward Menicheschi to come up with a way to tell the story of who Condé Nast is today, reports Advertising Age. Menicheschi worked with artistic director Anna Wintour and corporate creative director Raul Martinez, alongside in-house branded content studio 23 Stories, to transform the concept into reality.

There are three 60-second campaign videos, as well as a 15-second version for each publication (some of which can be seen from the tweets below). They are being pushed out via Condé Nast’s suite of social media accounts (a combined total of 120 million followers), not to mention to the millions of additional consumers via the celebrities mentioned. An out-of-home campaign will follow.