Categories
Uncategorized

The Feeling talk Rosé (Unplugged at Abbey Road for Burberry Body)

 

Here’s the behind-the-scenes film of British band The Feeling discussing their recording of Rosé, the soundtrack to the new Burberry Body fragrance campaign starring Rosie Huntington-Whiteley.

A lovely tribute to “the fabric” of Abbey Road, it was posted last week ahead of the single’s release tomorrow, October 10, alongside its exclusive music video, also recorded at Abbey Road.

To give it its full title, Rosé Unplugged at Abbey Road for Burberry Body, is said to be the first official release of a single by a luxury brand. Burberry has partnered with Shazam, Youtube and Facebook to enable its connection with multiple global audiences.

“Music is a hugely important facet of the Burberry world and with the launch of Burberry Body we wanted to create an iconic soundtrack that reflects the sensuality and attitude of the fragrance. We worked with The Feeling, a band that I have long admired on a unique recording of Rosé at Abbey Road. This exclusive string version captures the mood and spirit of the Burberry Body campaign perfectly,” said chief creative officer Christopher Baliey.

Watch the full Burberry Body campaign film here, or listen to a full-length version of The Feeling’s Rosé, here. Below too is the behind-the-scenes of Rosie’s actual shoot with Mario Testino, released back in August:

 

You can also buy the single on iTunes, here.

 

Categories
social media technology

Burberry preps for SS12 digital extravaganza featuring Tweetwalk, Instagram takeover and a 4-D Rosie Huntington-Whiteley

LFW_2002279a

Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.

The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.

Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.

“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.

“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.

The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.

Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.

Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.

And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.

Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.

A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.

Check out Bailey’s intro to today’s show, below:

Categories
Uncategorized

Burberry thanks Facebook fans with expensive sample of new fragrance

I was one of those 250,000 or so people to sign up for a sample of the all-new Burberry Body fragrance, as first introduced by chief creative officer Christopher Bailey via YouTube (as below).

Even after reading this FT story, saying it would be “expensively packaged”, I still wasn’t expecting very much, so I was wonderfully surprised when what arrived was as beautifully done as the above picture demonstrates.

Included was a miniature (4.5ml) version of the new bottle design, and a postcard featuring model Rosie Huntington-Whiteley alongside the words “Thank you for being a Burberry Facebook fan”. It also encourages those on Twitter to share with “#Body” written simply underneath.

Expensive would be the right word, but then doing so took a significant portion of the brand’s anonymous online fans and gave them an identity. One complete with full address. Very clever.

According to the FT, the promotion also boosted the number of Burberry fans on the social networking site by 500,000 in just a week to over 8m.

Burberry now dedicates over 60% of its annual marketing budget to digital media – more than three times the market average.

Categories
digital snippets e-commerce Uncategorized

Digital snippets: Burberry, Nicola Formichetti, Ralph Lauren, StyleMint, H&M

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Burberry focuses on Facebook to push new fragrance, commits over 60% of annual marketing budget to digital media [FT]
  • Designers including Norma Kamali and Nicola Formichetti for Mugler turn to 3-D fashion shows [The New York Times]
  • Ralph Lauren solo sponsoring NY Times iPad app for September with ads to provide only live video of fashion week show [AdAge]
  • Olsen twins unveil debut StyleMint video with guest editor stylist Sara Moonves [The Cut]
  • H&M launches e-commerce in US via Elle.com [WWD]
  • Ralph Lauren Kids rolls out third RL Gang digital shoppable storybook [Daily Candy]
  • Viral video: 100 years of East London fashion in 100 seconds for Westfield Stratford City mall opening (as above) [New Media Age]
Categories
digital snippets mobile Uncategorized

Digital snippets: Diane von Furstenberg, Kate Moss, Kenneth Cole, Burberry Body, Harrods, Google

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Diane von Furstenberg releases autumn/winter 2011/12 campaign video, Journey of the Dress (as above) [The Cut]
  • See behind-the-scenes on Kate Moss and Terry Richardson’s forthcoming TV campaign for Mango [YouTube]
  • Kenneth Cole courts controversy with new website calling for consumer opinion on abortion, gun control and gay rights [Mashable]
  • Burberry Body fragrance launches with sampling drive via Facebook [Telegraph.co.uk]
  • Harrods to launch online magazine and new mobile site [Retail Week]
  • Google unveils catalogue iPad app with initial 50 brands [Refinery29]