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Seven AW17 fashion films we can’t get enough of

Miu Miu AW17
Miu Miu AW17

A flurry of new fashion films launching for the autumn/winter 2017/18 season have seen us taken from New York to London, with the 1920s, a retro space age future and a tribute to Planned Parenthood thrown in. Here are seven to know about:


1/ Miu Miu

Taking us back to the 1920s is Miu Miu, featuring actress Naomie Harris and supermodel Kate Moss along others, heading to a film screening in New Orleans where they dance alongside the Preservation Hall Brass Band. Filmed with an old-school aesthetic, with fast-paced editing, representative of this jazz era, it was directed by Alasdair McLellan with creative direction from Giovanni Bianco.


2/ Chloé

To celebrate the opening of another store in London, Chloé created The Full English. Starring, Anna Brewster as the style vixen, Camille Charriere as the influencer, Christabel MacGreevy as the Firecracker and Izzy Bizu as the siren, it was directed by Sophie Edelstew, in collaboration with online magazine-meets-concept store Semaine. Capturing the zeitgeist of our time, the short tale mentions Instagram World Records, focuses in on the fussy eater and more.


3/ Gucci

The season really got going with Gucci and Beyond, a Star Trek-inspired campaign, directed by Glen Luchford under the creative direction of Alessandro Michele. It features everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures, as already reported.


4/ Moncler

Following on with the retro-future theme, Moncler presented Moonray, directed by Golgotha, under the art direction of Régis Tosetti. Set on a mysterious planet with a mysterious alien, it sees a boy and girl fighting to protect their Moncler jackets.


5/ Proenza Schouler

Proenza Schouler has taken the focus away from itself and is instead supporting Planned Parenthood of New York City with its seasonal campaign work. Directed by Hayley Weir, it stars the likes of Amber Valletta, Grimes, Hanne Gabby Odiele, Hari Nefe, Stella Tennant and more, all discussing their various experiences around sex and gender. The film serves as a call to action to support the US-based non-profit for sexual healthcare surrounding the Trump administration’s threat to remove its funding.


6/ Diane Von Furstenberg

Diane Von Furstenberg’s first campaign under Jonathan Saunders takes to the streets of New York to celebrate where the brand was founded. Shot by Oliver Hadlee Pearch and directed by Jonny Lu Studio, it praises the optimism, energy and unique characters found in the city, all the while Brooklyn-based poet Rachel Kang shares an exclusive piece of work as a voiceover.


7/ Stella McCartney Lingerie

While the mainline Stella McCartney campaign took us to a landfill site, the brand’s lingerie film is all about friendship. Model Kenya Kinski-Jones shares her thoughts on the subject all the while reminiscing about summer days, with her pals around her.

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What you missed: SXSW special, see-now-buy-now’s decline, LVMH’s e-commerce moves, Gucci’s memes

The #TFWGucci meme campaign - weekly round-up Gucci LVMH SXSW
The #TFWGucci meme campaign

There’s a lot to catch up on from the past fortnight – from news of the see-now-buy-now revolution’s fading, to LVMH’s e-commerce plans and Gucci’s meme campaign, not to mention the creative director shifts happening at the likes of Givenchy and Chloé.

On top of that however, is also a special digest of everything you need to know from SXSW – from our own round-up of the top technologies on show and the numerous Levi’s, Marc Jacobs and Bolt Threads announcements, through to varying views on areas including chatbots, drones and more.

If that’s not enough, do also take time to read the much deeper dives on artificial intelligence we’ve highlighted both under the top stories and tech headers too.


TOP STORIES
  • The see-now-buy-now revolution is fizzling [Glossy]
  • LVMH goes digital with all its brands under one luxury goods e-commerce site [FT]
  • #TFWGucci is the new viral campaign merging memes and fashion [Sleek]
  • WWD worked with IBM Watson’s AI to predict the biggest trends of the season [WWD]
  • Why Cosabella replaced its agency with AI and will never go back to humans [Campaign]

SXSW SPECIAL
  • SXSW 2017: Tech takeaways from AI to blockchain for the fashion and retail industries [F&M]
  • Trying on the Levi’s and Google smart jacket at SXSW feels like the future [Forbes]
  • Why Marc Jacobs’ cynical view of fashion and technology at SXSW won’t last [Forbes]
  • Bolt Threads is launching its first bioengineered spider silk product at SXSW – a tie [Forbes]
  • My afternoon at the virtual reality cinema, including trying the Spatium Philip Treacy experience [USA Today]
  • For fashion brands flocking to SXSW, what’s the ROI? [BoF]
  • Spotify lets The North Face release campaign where it rains [BrandChannel]
  • How may AI help you, sir? [Campaign]
  • 4 best practices to make bots the next big user interface [AdAge]
  • Amazon’s delivery drones can be seen at SXSW [Fortune]
  • Fashion and beauty brands are still gaga for Instagram [Glossy]
  • Armani, Neiman Marcus embrace SXSW to appeal to young affluents [Luxury Daily]
  • Neiman Marcus tries see-now-buy-now at SXSW [WWD]
  • Pauline van Dongen’s touch-sensitive denim jacket gives intimate back rubs [Dezeen]

BUSINESS
  • Neiman Marcus reportedly in talks to sell to Hudson’s Bay [Retail Dive]
  • Canada Goose gets a warm reception, extending momentum of IPO market [USA Today]
  • Clare Waight Keller becomes the first female artistic director at Givenchy [The Guardian]
  • Chloé names Natacha Ramsay-Levi as creative director [NY Times]
  • Tom Ford bids farewell to see-now-buy-now [WWD]
  • Thakoon’s business restructuring is a blow to see-now-buy-now [Glossy]
  • M&S, Starbucks, Microsoft and L’Oréal named among world’s most ethical companies [Campaign]
  • Uniqlo thinks faster fashion can help it beat Zara [Bloomberg]
  • One simple way to empower women making H&M clothes in Bangladesh: Stop paying them in cash [Quartz]

SOCIAL MEDIA
  • Facebook rolls out version of Instagram Stories for Messenger [AdWeek]
  • How brands are innovating on messaging platforms [L2]
  • What a chatbot can teach you – and Unilever – about hair [AdAge]
  • Drop it like its bot: Brands have cooled on chatbots [Digiday]
  • How luxury fashion brands in China use WeChat in 2017 [JingDaily]

MARKETING
  • Marques’Almeida launched an interactive website as its latest campaign [BoF]

RETAIL & E-COMMERCE
  • Shopify: The invisible selling machine [Fortune]
  • Millennials buy more clothes on Amazon than any other website [Recode]
  • LIKEtoKNOW.it’s app helps you buy the products in your screenshots [TechCrunch]

TECHNOLOGY
  • How AI will make commerce as natural as talking to a friend [LinkedIn]
  • Stitch Fix creates garments using artificial intelligence as more firms seek to develop creative software [WSJ]
  • AI-powered customer service needs the human touch [Huffington Post]
  • Rethinking warehouse fulfillment — with robots [WWD]
  • Sephora is betting big on augmented reality for beauty [Glossy]
  • Walmart launches tech incubator dubbed Store No. 8 [Forbes]
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business digital snippets e-commerce mobile social media Startups technology

What you missed: Rebecca Minkoff’s LA show, Ivanka Trump’s Nordstrom response, exec musical chairs

Rebecca Minkoff (right) with blogger Aimee Song at the designer's LA show
Rebecca Minkoff (right) with blogger Aimee Song at the designer’s LA show

Rebecca Minkoff kicked off the first of the LA fashion shows this season (Tommy Hilfiger, Tom Ford and Rachel Zoe to follow), with a shoppable collection as well as a series of connected handbags on offer. There was also entertainment galore, which gives Tommy something to try and outdo later this week.

Meanwhile, other news this week has focused heavily on the execs movements at various brands, including Stefan Larsson out as CEO at Ralph Lauren, Riccardo Tisci leaving Givenchy, rumoured headed to Versace, and Clare Waight Keller exiting Chloé. Also worth reading is detail on the John Lewis delivery trials straight to your car boot, insight on everything you need to know about the Snapchat IPO and Gap’s new 90s inspired campaign.


TOP STORIES
  • Rebecca Minkoff teams with Like to Know It to make LA show shoppable [WWD]
  • Ivanka Trump’s brand responds to Nordstrom [Racked]
  • John Lewis and Jaguar Land Rover are trialling shopping deliveries straight to your car [Forbes]
  • LVMH sets up new investment vehicle for emerging brands [Fashion United]

BUSINESS
  • Ralph Lauren CEO Stefan Larsson quits after dispute with founder over creative control [WSJ]
  • Riccardo Tisci is leaving Givenchy [BoF]
  • Clare Waight Keller exiting Chloé [BoF]
  • Hudson’s Bay reportedly in talks to acquire Macy’s [Retail Dive]
  • Farfetch sets share options scheme for all employees [WWD]

SOCIAL MEDIA
  • 8 things marketers need to know about Snapchat’s IPO [AdAge]
  • How social media turned Hollywood’s beauty prep into marketing gold [BoF]
  • Step inside the YouTube-fuelled, teenaged extravaganza that is Beautycon [Wired]

MARKETING
  • Gap debuts ’90s-inspired ads starring the children of its former campaign stars [Fashionista]
  • Adidas tells the stories of female athletes’ struggles with ‘Unleash Your Creativity’ campaign [The Drum]
  • Luxury brands leverage custom emojis for peer-to-peer communication push [Luxury Daily]

RETAIL & E-COMMERCE
  • DKNY taps Farfetch to revitalise e-commerce strategy [Glossy]
  • How Lululemon and Adidas use RFID to set the stage for omnichannel [Apparel]

TECHNOLOGY
  • The promise of augmented reality [Economist]
  • Why retailers struggle to adopt mobile payments [Digiday]

START-UPS
  • Caraa CEO Aaron Luo: Startups have given up on good, old-fashioned (non-tech) product innovation [LeanLuxe]
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Key fashion week trend: social media quality

There’s a lot to be said for the level of quality our industry is producing over social media these days, and rightly so for a world that prides itself on luxury. Whatever it is – better cameras, bigger teams, more budget – it’s working.

Take a look at some of the content highlights from the most recent round of fashion weeks:

Burberry_SS14

ToryBurch_SS14

Chloe_SS14

Prada_SS14

DolceGabbana_SS14

In order: Burberry, Tory Burch, Chloé, Prada and Dolce & Gabbana (as highlighted individually last season), all with beautiful executions across multiple platforms.

In terms of cameras, partnerships with tech companies for Burberry and Tory Burch have undoubtedly helped. The former, as reported at the time, teamed up with Apple (ahead of the news this week of CEO Angela Ahrendt’s move to become Apple’s senior vice president of retail and online stores) to exclusively capture its social media content using the new iPhone 5S iSight camera. This meant incredibly high res images, not to mention benefits including auto image stabilisation, a new ‘burst’ mode that allows users to shoot 10 photos per second, as well as an option for slow-motion.

Tory Burch on the other hand partnered with Sony to shoot its show using the F55 professional 4K camera, resulting in content with four times the resolution of standard high definition video. A detailed view of each and every look was hosted at runway.toryburch.com.

Meanwhile, we’re also seeing those in attendance at the shows sharing higher quality imagery too. Yes there are still blurry runway shots, but better smartphone cameras are of course at the root of this improving. That said, there are two other factors helping this along too:

The first is down to designers increasingly creating scenes for the crowd to want to capture. As Elizabeth Holmes of the WSJ reported: “Designers have a few tricks – falling under the heading ‘Instabait’ – to create moments that even hard-to-impress fashion week veterans can’t help but click and post.” These vary from elaborate set designs and props, to celebrity showcases.

The BoF covered this during the menswear shows in July too, writing: “In recent seasons, it’s become increasingly common for fashion shows to end with a tableau of models, perfectly positioned to be snapped and shared on social media. But at the most recent round of Paris menswear and couture shows, the staging of these instantly sharable moments rose to a whole new level of sophistication.”

A second factor that might begin shaping this lean towards quality all that much further, was hinted at by Tommy Hilfiger this season. As previously covered, it offered up a service that delivered assets – pictures through to collection information – upon request to showgoers over email in real-time. The aim was to “allow the industry to curate and share a new layer of exclusive, customised content on their own digital platforms for their followers during the show”. Doing so however cleverly put Tommy Hilfiger back in charge of the look and feel of its brand in the social space, ensuring its quality was as on-brand as possible throughout.

It might be a week for talking about technology, innovation and where the two cross with fashion thanks to that news from Burberry and Apple, but it’s important to ensure nailing content and quality likewise gets the attention it deserves. Overall the result is undoubtedly a better experience for the consumer so long may it continue. And for once, long may other industries be inspired by just how well (and by that we mean beautifully) ours can do digital.

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social media

Chloé provides access and interaction in #PFW show experience

chloe_socialmedia

Chloé launched a dedicated microsite for its Paris Fashion Week show yesterday, providing followers with multiple camera views as well as personal moodboards.

It might not a big, digital innovation, but there’s a lot to be said for the fact the experience was one of the most seamless I’ve seen this season.

Importantly, the initiative ticked the boxes for pre- and post-content.

It kickstarted on September 24 with a series of teasers that could be shared across social media sites. They ranged from detailed images and animated GIFs to short videos and quotes from creative director Clare Waight Keller. A heavy focus was seen on the Baylee bag, telling its story from inspiration to runway.

Yesterday, viewers could then follow three different live cameras in the build-up to, and during, the show. They included guest arrivals outside the Lycée Carnot venue, backstage with the models, and on the runway itself. This all worked via mobile too.

As the event unfolded, so too did different albums under a moodboard header, including one for the collection looks, one for accessories, another for the guests, and one from backstage. Users could click on individual images and share them via Twitter, Facebook, Pinterest or Weibo, or heart them to add them to their own personal moodboard page.

“[We] are excited to see how you direct your own Chloé show,” read the invite.

All in, the initiative was a progressive one for such a traditional Parisian brand. Let’s not forget, as suggested by Fashionista last week, this is access to what remains a rarefied world.

Some assets from Chloé are posted below, (top image via Elle UK).

photo 2 photo 4 Chloe_moodboardchloebackstage chloe_ss14

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film

Chloé’s new Blowing Roses film

Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.

Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.

It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.

Meanwhile, See by Chloé has also released a short stop motion film for its new Paint a Scent product.

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digital snippets social media technology Uncategorized

2012: a designer meets digital year in review

google-dvf-fr

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

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Chloé unveils final letter in digital archive, invites sharing with bespoke invitational tool

Chloé sent its fans a symbolic kiss with the release of the final letter in its alphabet-based digital archive today.

Appropriate for the forthcoming holiday period, the “X”, like each of the other letters before it, comes with online content relevant to the history of the French fashion house. In this case, it’s a specially-commissioned track called “I follow you (Melo’s Chloé Christmas Kiss Mix)” by Paris-based singer Melody Prochet of Melody’s Echo Chamber (embedded below).

“This song is in tribute to Chloé, Chloé women and celebrating 60 years of all of us, it’s our theme tune in a way. So to all who have supported, designed for, bought, worn, written and talked about, shared, followed, loved and lusted after Chloé, we say thank you – this is for you. Enjoy!” reads the write-up.

This 26th and final letter also sees the archive – created by digital agency Guided Collective – become an “intimate invitational tool” from Monday. Users will be able to type in the name of a friend and send them a bespoke version of the Chloé heritage, relative to the letters that make up their name (demonstrated below).

“As [founder Gaby Aghion] once used the alphabet to inspire creativity and fun, we want you to continue the journey and introduce this wonderful story to a friend,” it says.

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film Uncategorized

Chloé launches digital archive for 60-year celebration

Chloé is celebrating its 60th anniversary with an interactive digital archive to accompany its Chloé.Attitudes exhibition at the Palais de Tokyo in Paris.

The Alphabet, as it’s called, is an online exploration of the French fashion house’s heritage from 1952 to current day. Created by digital agency Guided Collective, it plays on the idea of founder Gaby Aghion’s own naming of her collections and garments, taking each letter of the alphabet and assigning it a relevant theme.

The first five letters were, unsurprisingly, C H L O and E. They launched simultaneously last week with a short film each (shown below) directed by Poppy De Villeneuve, Julie Verhoeven, Kathryn Ferguson, Stéphanie Di Giusto and Mary Clerté, who interpreted the themes of counter-couture, horses, light, O (roundness) and embroidery respectively.

The rest of the archive letters will be brought to life with further documentary films, previously unseen imagery, past advertising, sketches and collection references, editorial and even specially-commissioned music.

“Individually [they tell] a fragment of the story; collectively [they form] a mosaic of Chloé’s iconic moments, inspirations and heritage,” reads the write-up.

A new letter is currently launching every other day, revealed by a famous blogger worldwide before appearing on The Alphabet microsite. Once they are all live, users will be able to send friends an invitation featuring their own version of the heritage, relative to the letters that make up their name.

Referred to as playful, immersive, imaginative and compelling, the site is available in six languages worldwide and across multiple devices.

The Chloé.Attitudes exhibition opened on September 29 and runs until November 18.

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See by Chloé next in line for digital fashion show

It’s great to see the Digital Fashion Shows initiative from PR company KCD is continuing. Hot on the heels of ICB by Prabal Gurung during New York Fashion Week, comes news See by Chloé will be presented online on February 29 (which falls in Paris Fashion Week).

The collection will be shown on digitalfashionshows.com via invite-only, at 10.30am CET.  As with ICB, it will feature a full catwalk show, detail shots of every look and behind-the-scenes beauty coverage.

The video footage will then be available to all on Chloé’s Facebook page a mere 30 minutes later.