Categories
Editor's pick film social media technology

Vogue and Google launch virtual reality supermodel series

Kendall Jenner in Vogue's new virtual reality Supermodel Closets series with Google
Kendall Jenner in Vogue’s new virtual reality Supermodel Closets series with Google

US Vogue has teamed up with Google to launch a virtual reality video series called Supermodel Closets.

As per the name, it takes viewers inside the wardrobes of big name models, including Kendall Jenner and Cindy Crawford, who share stories about their favourite clothes.

In the first, Jenner provides a tour of both her closet and her fitting room, picking out boots she got from Kanye West, a new vintage Hermès bag she picked up and all manner of different outfits she’s worn to big industry events, from couture shows to the Met Gala.


The series will live on YouTube, meaning anyone can watch it (in 360 degrees), but each short film is all the more immersive using a Google Cardboard or Daydream View headset.

According to Google, this is one of the first productions to use YI HALO, which is the next generation of Jump cameras for high quality, professional VR capture. That means you can look all around as well as upwards, thanks to the up camera and 4k stereoscopic capture.

The first episode of Supermodel Closets launches today, with more to follow in the coming weeks.

Categories
Editor's pick film technology

Shinola focuses on storytelling in amusing 360-video with Luke Wilson

Shinola
Luke Wilson in the Shinola 360-degree factory tour

If you haven’t noticed, there’s a big obsession going on with 360-degree videos on Facebook (and elsewhere) these days. Forget those basic experiences just showing you inside a showroom, sat on a catwalk or enjoying a certain inspiring view, however, those doing it really well are focusing on storytelling.

Front and centre is Shinola. The Detroit-based company has introduced a new immersive video that provides a tour of its factory complete with entertaining narration and guidance from Luke Wilson.

The actor/director worked with brother Andrew Wilson, and creative studio Reel FX to provide an eccentric, and oftentimes clumsy view on life inside the maker of watches, bicycles and leather goods. He explores various different rooms, chats to certain members of the team, cycles around the space and trips over various boxes, all the while looking to recruit people for his Shinola sports teams.

Combined, the experience takes the idea of behind-the-scenes tours to the next level – moving on the bland perspective, both in single-view and more recently in the 360 (or virtual reality) space, by introducing a heavy dose of personality to the proceedings.

Shinola 360-video
Behind-the-scenes with Andrew and Luke Wilson on the Shinola 360-video

“In 2012 we built a watch factory in Detroit and called it our home. The city and the people who assemble our products are at the core of everything we do. This film allows those who cannot make a trip to Detroit to take a peak into why we chose Detroit and what drives us everyday. The combination of Luke’s sharp humor and this new technology was the perfect match to express the brand in a way that is both fun and informative,” said Shinola CMO, Bridget Russo.

That new technology refers to the fact the team used the new Nokia OXO camera, which is touted as the first VR camera purpose-built for professionals by making use of real-time HMD monitoring to streamline camera placement and shot composition.

That, combined with Reel FX’s proprietary postproduction workflow tools, allowed the team to spend their time on the creative process, rather than the technical challenges often inherent in the emergence of this style of filmmaking, reads the write-up.

A separate making-of video, which features the original track “Detroit Seal” by Pato Motown, takes a closer look at this in action. The 360-degree film is available in select Shinola retail stores, on Facebook Live and on the brand’s dedicated landing page. There is no detail about whether the team are activating the 360-video with virtual reality headsets in store, but it would certainly be viewable as such.

Shinola 360-video
Behind-the-scenes on the Shinola 360-video
Categories
Blocks social media

Couture’s best social media moments

chanel_insta

Fashion can seem to be a strange world when you’re not at its heart. It’s impractical, obsessed with things that the rest of the world thinks trivial, it’s frequently silly, and sometimes seems designed to make us all feel totally inadequate. But it’s also one of the world’s biggest employers and in so many ways it defines us – think of any era from the past and you’re most likely to think about it in terms of what people wore, whether it’s the 1960s, the 19th century or the Roman Empire.

Haute couture is about as impractical as fashion can possibly get and its chances of survival seem to ebb and flow. It’s not what it was, obviously, with fewer fashion houses, and prices that are stratospheric so that only the mega-rich (not simply the rich) can afford it. But big name fashion labels don’t want to give it up. Plenty of RTW labels also have a custom arm (Gucci, Saint Laurent, for instance) while some designers have given up RTW altogether to focus on couture (Gaultier, Giles).

Out of step with the world most of us live in it may be. But there’s one area in which couture is keeping up with the fashion pack and that’s social media. Whether it’s tweeting about who’s worn which dress on the red carpet or pulling back the curtain to give us a glimpse into the rarefied world of Paris during Couture Week, fashion houses are now very social media-focused.

So, here’s a pick of some of the best Instagram posts from the latest round of couture shows:

#ChanelHauteCouture #ChanelHC16

A photo posted by CHANEL (@chanelofficial) on

What better way to pass the time when trapped in hair and makeup #Backstage ?

A photo posted by Zuhair Murad Official (@zuhairmuradofficial) on

Haute Couture 10. Regram @voguerunway Ph. @kevintachman

A photo posted by Giambattista Valli Official (@giambattistapr) on

#Schiaparelli Haute Couture Spring/Summer 2016 collection #backstage #live #pfw #HauteCouture #Paris

A photo posted by Schiaparelli official (@elsaschiaparelli) on

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
Editor's pick social media

Agent Provocateur takes to Snapchat and Periscope with behind-the-scenes shop girl series

AgentProvocateur_snapchat

Agent Provocateur has launched on Snapchat and Periscope simultaneously in order to provide candid insights into life working in one of its shops around the world.

#ShopGirlTakeover, as the social media initiative is being called, sees sales associates taking control of the brand’s Snapchat channel for a day as well as has them answering fan questions via live broadcasts on Periscope.

Creative director Sarah Shotton says: “I love how Snapchat and Periscope offer a candid way to document ?a moment in time, and who wouldn’t want to see what AP Agents from around the world get up to? Want to know how to get into suspenders in 30 seconds, or what to do with a whip? These are your girls!”

The results have generated over 1.2m views on Snapchat and 10,000 views on Periscope in the month its been running so far, thanks to takeovers in London, San Francisco, Las Vegas, Toronto, Shanghai and Melbourne.

Singer Paloma Faith, herself an ex-AP employee, has also had 24-hours on the channels as part of her tie-up as the star of Agent Provocateur’s autumn/winter 2015/16 #KnickersForever campaign alongside photographer Alice Hawkins.

Categories
Editor's pick film social media

Chatting social media strategy with #LFW designer Alice Temperley

Alice Temperley by Tomo Brejc

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.

http://instagram.com/p/s0UJ8YhpYZ

Categories
Editor's pick film social media

New #ilovetopshop campaign launches with Cara Delevingne

topshop_8244821170305488

Model Cara Delevingne is the face of the new Topshop autumn/winter 2014/15 campaign, as launched online today.

The British social media superstar (who hit six million followers on Instagram last week) appears in a series of 12 images shot by Alasdair McLellan and styled by Kate Phelan, as well as a behind-the-scenes film produced by Leigh Johnson.

That video (as below), was released on YouTube this morning, and features Delevingne on set as her usual quirky self; doing ‘the worm’, playing the guitar, popping balloons, dancing around, pulling silly faces and more. It also seemingly reveals that her pet rabbit Cecil – who has become famous via his own Instagram account, @cecildelevingne – was a gift from the shoot. He features with Delevingne throughout.

“I love Topshop,” she mouths on his behalf at the end, reflecting the hashtag of the campaign, #ilovetopshop.

The launch of the campaign coincides with the announcement of global expansion plans for the Topshop and Topman brands. Five new wholly-owned stores are set to open in the US over the next nine months, including in New York, San Diego, Houston, Atlanta and Washington, as well as one in Amsterdam, two in Hong Kong and new market openings in Egypt, New Zealand and Panama.

The retailer is also planning to break into Mainland China this year through a pilot online business with Shangpin, the Beijing-based fashion and luxury website, reports WWD.

This is the first time Topshop has featured a single model as its campaign face. Delevingne has already walked for the brand for a number of seasons, and featured in its famed Harlem Shake video during its autumn/winter 2013/14 Unique show, which has had over 1.6 million views on YouTube. She was also a key part of its Google-cam initiative the same season.

topshop_824482286420250

topshop_824482617902056

topshop_8244821548146448  topshop_824482651952457

Categories
social media

Twitter Mirror arrives at fashion week with Matthew Williamson

twittermirrorMatthew Williamson is introducing the Twitter Mirror backstage at its London Fashion Week show this season.

Already becoming a regular feature of events such as The Grammys, The Oscars and even NBA games, this is a tablet usually positioned off-stage that enables celebs to snap selfies and autopost them to the event in question’s Twitter feed.

This will be the first time it is used at a fashion week. Williamson will have it set up for models to interact with in the build up to Sunday’s show. Each shot will be placed in a bespoke frame by the designer that reflects the new autumn/winter 2014/15 collection and its inspiration.

According to the brand’s head of digital, Rosanna Falconer, the aim was to give fans of the brand access behind-the-scenes in much more of a natural way than ever before. In previous seasons, Williamson shows have seen Vine used to reveal the details of the collection in real-time. Without intending to be, the best ones have always been when the models wearing the looks have been a little cheeky.

“This time we wanted to strip away the camera and the photographer, so it was just the models left, and see what we ended up with,” said Falconer.

Vine will be used during the show itself, with three posts revealing key pieces in full narrative – from sketch, to beading and final look. The brand will also continue its #ohmw campaign, handing out props branded with the hashtag to encourage attendees to similarly tweet and Instagram photos of themselves.

Categories
film

Video highlight: Jean Paul Gaultier talks 2014 Barbican exhibition

There’s three types of good fashion films these days: the conceptual creative type (think features for seasonal campaigns), the product shots (more for selling, a lot shorter in length but ideally still tied to a story), and then the interview. That was an idea coined by Harriet Mays Powell of The Look Now (formerly fashion director at New York Magazine), speaking at the first Fashion Forward conference in 2011.

Her focus was that each needs investment, not just in terms of money, but in terms of a strategic approach. The better interviews for instance aren’t haphazard behind-the-scenes clips that don’t do a high fashion house any justice, but well-shot and insightful pieces in their own right.

This one (below) just released by The Barbican Centre in London serves as a great example. It captures designer Jean Paul Gaultier animatedly discussing his upcoming exhibition in its art gallery in April 2014. Set in his Paris studio, with shots of various items from his collections interspersed, he jokes about the retrospective being shown while he’s still alive, and highlights his appreciation for the city of London.

The entire video is such an enthusiastic insight into him and his brand, that when he says, “I am very lucky because I am living my passion”, at the end, the viewer truly believes him.

 

The exhibition itself also sounds like a winner. The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk, as it’s called, will see more than 140 garments from 1970 to today presented. Included will be the infamous conical bra from Madonna’s Blonde Ambition Tour, as well as costumes for Kylie Minogue and films such as The Fifth Element.

The exhibition will also comprise catwalk footage, music videos, films, dance performances and snippets from Gaultier’s cult TV show, Eurotrash. It will be accompanied by an events programme and film season.

It has been initiated and produced by the Montreal Museum of Fine Arts in collaboration with Maison Jean Paul Gaultier, and will tour worldwide.

Categories
film Uncategorized

Oscar winner Jennifer Lawrence features in making-of Miss Dior handbag ad

In case you hadn’t heard enough about Jennifer Lawrence this week, here now is a video from the behind-the-scenes of her debut Miss Dior handbag ad.

Shot by Willy Vanderperre, it shows the new Oscar-winning actress posing for the spring/summer 2013 stills shots, all the while speaking over the top about her love of Dior and the timelessness of the bags in question.

“Dior represents beauty and strength in women and that’s how I feel when I’m wearing his clothes, they just make you feel so confident,” she says.

Kudos to Dior for adding her to their Academy Award-winning line-up: Marion Cotillard, Charlize Theron and Natalie Portman included.

On that note, Portman’s latest Miss Dior fragrance film, directed by Sofia Coppola, is also just out. “La vie en rose”, as it’s called, is a beautiful spot, and well worth the watch.

(Be sure to view this and this too by the way)

Categories
social media Uncategorized

Dolce & Gabbana: #MFW’s social media winner

DolceGabbana_AW13

I started this post with every intention of writing only about the beautiful videos Dolce & Gabbana has been posting on Vine surrounding its Milan Fashion Week show this week. Three in particular stand out – each of them zooming in on the intricate detail of the brand’s autumn/winter 2013/14 collection; the Byzantine and Venetian mosaic dresses, the elaborate jewellery and the beautifully beaded accessories.

Alas, those six-second loops are only viewable within the app itself and not on the brand’s Twitter or Facebook pages where they could also have been posted. On those instead however, is such a wealth of rich and relevant content on the collection otherwise, that it still seemed worth highlighting.

The craftsmanship and the inspiration behind the line – that would be the golden mosaics of Sicily’s Cathedral of Monreale – are the focus.

“It’s all in the details: the shoes of the Mosaics Collection are as intricate as the clothes,” reads a photo album dedicated to footwear images on Facebook. It was posted less than 12 hours ago and already has 30,000 likes and over 5,000 shares. The shot below by itself, meanwhile, has 7,000 likes, nearly 2,500 shares and over 500 comments.

DOlceGabbana_AW13_3

There are also albums dedicated specifically to the collection as a whole, the handbags individually, and the action backstage at the show. Each were originally posted on Swide.com, the Italian brand’s editorial property, which also hosts pages all about the sunglasses, the jewellery and the textures, not to mention the architecture and the mosaics of the cathedral itself.

For record – albeit a little repetitive by this point – there are also multiple posts on the brand’s Pinterest, Instagram and Tumblr pages.

A pre-show video meanwhile documents in a beautiful 30-seconds the artisans at work on their “slow and precise” mosaic-making. “The Mosaics Collection is perhaps one of the most intricate yet by Dolce & Gabbana which makes the video and crafts displayed all the more special,” reads the write-up.

And that’s the point here – the craftsmanship, talent and beauty of fashion is what so often makes it speak for itself if you just push the content out in the right direction. You don’t even have to like this collection to see why it works so wonderfully on social media.

 

DolceGabbana_AW13_6

DolceGabbana_AW13_7

DolceGabbana_AW13_4

DolceGabbana_AW13_8

DolceGabbana_AW13_10

DolceGabbana_AW13_9

DolceGabbana_AW13_5