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alice + olivia host yacht sleepover with Booking.com

alice + olivia
alice + olivia

alice + olivia is teaming up with Booking.com to create an immersive branded space on top of a 74-foot yacht during New York Fashion Week, in a bid to reflect the collection’s enchantment with traveling.

The Booking.com-sponsored experience, promoting the brand’s S/S19 collection, will also offer fans the opportunity to book an exclusive night’s stay at the same vessel.

According to the label’s CEO and creative director Stacey Bendet, the collection, “Passport to wonderland”, as well as the collaboration with the travel booking site, was inspired by her love of travel.

“I wanted the collection and experience to reflect the women of the world and the vibrant countries and cultures they represent; the prints, patterns and colors from each destination continue to inspire me,” comments Bendet. “Through this partnership with Booking.com, I’m excited to merge the world of travel with fashion, to highlight the influence fashion has on travel and vice versa.”

The experience will begin on September 11 when fashion guests board the vessel, which has been named the “Wonderland fashion yacht”. Guests will be transported up the Hudson River to Pier59, the venue that will host the presentation.

The immersive space will transport guests to coveted holiday locations such as Paris, Morocco and the English countryside, inspired by destinations that can be booked on the travel site.

alice + olivia x Booking.com
alice + olivia x Booking.com

Additionally between September 5-7, Booking.com will enable three consumers to book for sleepovers on the two-bedroom yatch for $59 a night. Each day will include a perk, such as tickets for the upcoming alice + olivia show on night one, as well as alice + olivia shopping experiences on September 12 and 13.

The partnership developed from the fashion label’s approach to drawing inspiration from travel, as well as the mindset that fashion itself inspires confidence in travelers when exploring new locations.  According to research by Booking.com, 57% of respondents cite they plan their travels based on where they can shop, while 42% of travelers feel compelled to make changes in their personal style after being on vacation, inspired by local shops and the people.

“Fashion plays a big part in our customers planning and preparations for their vacations all around the world. We are excited to embrace the confidence and joy that fashion brings them through our partnership with alice + olivia,” said Gillian Tans, CEO of Booking.com. “This New York Fashion Week activation celebrates the best way to experience fashion and travel with the ultimate New York fashion experience in a cool and unique place to stay.”

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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e-commerce Editor's pick product social media

#ICYMI: Alice + Olivia to live stream “see now, buy now” Coachella show

aliceandolivia_coachella

Hot on the heels of brands like Burberry, Tom Ford and Rebecca Minkoff, comes further news in the “see now, buy now” stakes, and this time not tied to fashion weeks.

New York brand Alice + Olivia is launching a shoppable runway show attached to the behemoth of the US festival season, Coachella.

Held in collaboration with Neiman Marcus, it will run just two short days before the highly anticipated opening weekend of the Californian music festival.

Aptly, the brand’s spring 2016 collection favours a bohemian aesthetic. Though a selection of those pieces were presented at New York Fashion Week back in September 2015, a fresh capsule collection inspired by Grateful Dead will be presented as well.

We’re yet to discover if tie-dye and roughed-up rocker roses will replace creative director and CEO Stacey Bendet’s customary geo prints and ditzy florals, but several sneak-peaks on the brand’s Instagram account point to the expected teddy motif so related to Grateful Dead. The reception by fans has been one of extreme yearning, with the first collection video pushing 15k views in just one day.


T – 1 week til my @gratefuldead capsule hits stores! ? #AOxGratefulDead

A video posted by alice + olivia by StaceyBendet (@aliceandolivia) on


Said Bendet: “A ‘See Now, Buy Now’ runway show is something I have been wanting to do for a few seasons but it took time to feel out when and where felt right. I wanted what I showed on that runway to be relevant to what consumers actually want to wear, now. I came up with the idea to have the show around Coachella and have the runway looks be based upon things that every girl would want to wear to a music festival.”

The entire production will be live streamed on the social media accounts of both Alice + Olivia and Neiman Marcus from its NeueHouse Hollywood venue in LA on April 13. Immediately following the presentation, 12 exclusive items will be available for purchase online giving last minute ticket-holders an opportunity to clinch a less-predictable festival look.

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Alice + Olivia, Topshop kickstart prom season with online push

AliceOlivia_prom

A number of designers and retailers are reaching out to teens through a variety of online initiatives in the build-up to the forthcoming prom season.

Alice + Olivia is one such example; utilising social media to do so. The brand’s designer and founder Stacey Bendet is hosting a live Twitter chat on Tuesday, April 2 at 3pm EST. She will be answering questions and giving styling tips to help shoppers achieve the “perfect prom look”.

Users can submit questions via the hashtag #askstace.

Topshop_prom

Topshop is also looking to prom with a series of store events held in specific cities during March (three in the US and five in the UK), and a collection of dresses, accessories and shoes inspired by a touch of Kurt Cobain grunge.

All of that is tied together with online content including the below film from director Sean Frank. Referred to as a “vintage-inspired ride in getting prom perfect”, the clip is cast with a filtered light as the model is seen getting ready for the evening, dancing under a disco ball and ending up jumping in the swimming pool.

The British-based high street retailer has slowly been upping its focus on more holiday-based marketing – pushing out relevant collections around the likes of Halloween, holiday and Chinese New Year with dedicated campaigns. Doing so is of course further cementing its presence in the US market especially. Expect more to follow.