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Campaigns

Fruit of the Loom combats shirtless selfies in new PSA

Fruit of the Loom
Fruit of the Loom

Fruit of the Loom has released a tongue-in-cheek play on a public service announcement, decrying the spread of men’s shirtless selfies across our social media channels.

“Every 7.3 seconds, a man posts a photo of himself without a shirt,” the ad begins, taking on a sober tone that mimics other such calls for help.

The spot, created by CP+B, goes beyond blaming those in the images for their lack of shirts, however, instead highlighting the fact the lesser quality products they’re choosing are clearly falling apart before men can take a picture in them. The ad cleverly evidences this in the hashtags frequently used to caption the topless shots: #ripped #shredded and #cutup.

It calls for viewers to use the hashtag #putashirton in return, and to help save such individuals from the senseless spread of shirtlessness, by buying them their own Fruit of the Loom tee instead.

On an accompanying webpage – accessed via PutaShirtOn.org, the company explains: “For just the cost of a sandwich, you can help a man in need get his very own Fruit of the Loom Eversoft tee. Thanks to Dual Defense technology, Eversoft doesn’t just protect against odor and moisture, it defends against shirtlessness. Your generosity will keep a man from ever having to take a shirtless selfie again.”

“Every shirtless selfie is a cry for a quality t-shirt,” the commentary around the commercial adds.

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Campaigns digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Burberry and Farfetch, Natalie Massenet on exiting BFC, Alibaba’s retail strategy

Cara Delevingne in Burberry latest collection
Cara Delevingne in Burberry’s latest collection

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Burberry to expand online reach with Farfetch tie-up [Telegraph]
  • For Natalie Massenet, change brings opportunity [BoF]
  • Alibaba invests another $1.3 billion into its offline retail strategy [TechCrunch]
  • Can Marchesa survive in a post-Weinstein world? [Refinery29]
  • NYFW roundup: #MeToo conversations, immersive runways and supersized robots [TCDaily]
TECHNOLOGY
  • In-depth: H&M puts tech at the heart of action plan to turn the brand around [TCDaily]
SUSTAINABILITY
  • When it comes to millennials’ fashion buys, price and convenience trump sustainability [WWD]
  • If you care about ethical fashion, it’s time to stop sleeping on G-Star Raw [Fashionista]
RETAIL & E-COMMERCE
  • Selfridges opens in-store boxing gym in “world first” [RetailGazette]
  • WeWork moves into retail with new partnership with J.Crew [Glossy]
  • Mulberry takes over Spencer House for London Fashion Week 2018 [Campaign]
  • Fewer happy returns in retail land as companies tighten generous return policies [Fung Global Retail Tech]
  • Target will roll out same day delivery in Twin Cities next month as it faces off with Amazon [StarTribune]
  • Google wants to change the way we shop online, beginning with beauty brands [Campaign]
MARKETING
  • How Nike’s “Nothing Beats a Londoner” advert taps into real London culture [HypeBeast]
  • PORTER becomes editorial voice across Net-A-Porter as it goes digital with daily updates [TheIndustry]
SOCIAL MEDIA
  • Inside Vans’ social media strategy [Digiday]
  • Pinterest now lets you archive boards, rearrange pins and more [AdWeek]
PRODUCT
  • This blouse comes with free performance coaching sessions [FastCompany]
  • Macy’s is making history with its new hijab-friendly clothing line [Brit+Co]
  • Customization in beauty is on the rise, but its scalability is uncertain [Glossy]
BUSINESS
  • Blockbuster Gucci continues to boost Kering [BoF]
  • Fashion unicorn Farfetch will soon interview bankers for its New York IPO [CNBC]
  • Richemont uncovers counterfeiters abusing customer service line to copy designs [WWD]
  • The future of luxury: 7 trends reshaping the luxury industry [CBInsights]
Categories
Editor's pick film

London Fashion Week turns to performance poetry in ‘Ode to Soho’ film

London Fashion Week is celebrating its move into Soho, with a short film dedicated to the “richness and diversity of the fabulous square mile”.

Created by BBH, the ‘Ode to Soho’ features a poem written and performed by World Poetry Slam Champion, Harry Baker. In one part, he voices: “A place of history, disbelief and everything that’s in between. One can come to live the dream, and live it individually. Wicked beats, inner peace, different scenes, hipster please, collaborate and intervene at Soho.”

Adds the write-up: “The aim was to create something that wouldn’t just appeal to the fashion lovers, but also to the people of London, specifically the eclectic workers and dwellers of Soho. We want them to see this video and get excited about the impending fashion takeover, and to feel proud of the unique heritage of their chosen area.”

BBH Zag, the branding and venturing division of BBH, has been appointed lead creative agency by the British Fashion Council for LFW. Its brief is to help turn fashion week into the UK’s leading cultural event. The relationship will encompass developing a long-term brand strategy and core brand identity for LFW that will be adaptable for each season.

Watch the film here:

Categories
film

Courage underpins beautiful new Lacoste campaign film

#LiveBeautifully seems an apt hashtag for the latest ad from Lacoste. Created to support the brand’s “Life is a Beautiful Sport” campaign, it’s an arresting 60-second film depicting “a man about to risk it all to win the game of his life”.

That game, it’s suggested, is love. The Big Leap, as the spot itself is called, sees actor Paul Hamy building up the courage to go in for a kiss with model Anna Brewster in one scene, while another (the metaphor) sees him leaping off the side of a building and falling towards the ground until their lips lock. 

The film was created by BETC and directed by Seb Edwards. It features “You & Me”, a song by Disclosure featuring Eliza Doolittle remixed by Flume. 

It launched in France during the Winter Olympics Opening Ceremony, and will be broadcast globally from March 2014 onwards.