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Balmain launches app to connect customers to brand universe


Luxury label Balmain has released an app that aims to give consumers more access to the brand’s universe, in a mission championed by creative director Olivier Rousteing.

The app, which was released on iTunes yesterday, will allow users to engage with the brand in a multitude of different ways.

“The app is the final element of the strategy we are rolling out to launch the new monogram, the new logo, and to support overall the new communication strategy of Balmain,” the label’s CEO Massimo Piombini told WWD. “This is a way to connect with the next generation, with new customers, with a segment of customers that are close to the brand that are expecting from us these kinds of new features.”

For example ahead of the label’s upcoming couture show which takes place on January 23, users will be able to scan posters through the streets of Paris to trigger augmented reality content. Users will also be able to watch a livestream of the show, the house’s first couture collection in 16 years, as well as footage of the menswear show that is happening tomorrow.

To give brand fans a further glimpse into the brand, there will also interactive content around its new Saint Honoré flagship, which is due to open in February. The brand has announced that it will also be launching similar initiatives at key European cities in the future.

Under Rousteing’s helm, the 82-year-old label has been increasingly connecting with younger consumers through the lens of digital. In April 2018, it created a virtual reality experience at its Milan store based on the designer’s inspirations for the brand’s collections, while its latest campaign featured a cast of virtual models.

How are you thinking about digital innovation? We’re all about finding you the perfect partners to do so.TheCurrent Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

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business digital snippets e-commerce product social media sustainability technology

ICYMI: Fashion themes from Davos, Bitcoin bubble, social media’s black market

The seven female co-chairs of the 2018 World Economic Forum at Davos
The seven female co-chairs of the 2018 World Economic Forum

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

TOP STORIES
  • 4 Davos themes fashion needs to watch [BoF]
  • Beyond the Bitcoin bubble [NY Times]
  • The follower factory: Inside social media’s black market [NY Times]
  • How box logos and the blockchain reveal our anxieties about an uncertain future [Ssense]
TECHNOLOGY
  • I got chipped: a dispatch from the frontier of wearable tech [Fast Company]
  • Sewing a mechanical future [RobotRabbi]
  • Inside the race to create an AI-powered virtual Elton John [Wired]
  • L’Oréal launches 3D AR hair color simulation app [FashionNetwork]
SUSTAINABILITY
  • The world’s most sustainable companies 2018 [Forbes]
  • Napapijri launches new form of digital manufacturing [FashionUnited]
RETAIL & E-COMMERCE
  • Prada debuts new pop-up retail project in Macau [WWD]
  • Fashion retailers in China go cashier free using facial recognition payment [Jing Daily]
  • How customers decide whether to buy from your website [HBR]
SOCIAL MEDIA
  • Inside Balmain’s digital revolution [BoF]
  • Neiman Marcus looks to associates for social media commerce [Pymnts]
PRODUCT
  • How Nike used algorithms to help design its latest running shoe [Wired]
  • Couture that combines Japanese craftsmanship with the science of space travel [CNN]
BUSINESS
  • Richemont offers €2.7 billion for full control of Yoox Net-a-Porter [BoF]
  • Asos sales soar driven by ‘exceptional’ UK performance [Retail Week]
  • Will Hedi Slimane be a blessing or a curse for Céline? [HighSnobiety]
  • Kering, Stella McCartney in talks to end partnership [BoF]
  • Abercrombie and Fitch might actually be pulling off its comeback [Glossy]
Categories
business digital snippets e-commerce film product social media Startups sustainability technology

What you missed: overhauled trade deals, Shulman steps down from Vogue, automation in fashion

Iris van Herpen's SS17 couture show / what you missed - overhauled trade deals, Shulman steps down from Vogue, automation in fashion
Iris van Herpen’s SS17 couture show

Donald Trump’s first week as President has been quite something… for this industry, it’s the overhaul on trade deals particularly to keep an eye on, as outlined by Bloomberg below. Elsewhere, the past seven days have been all about British Vogue editor Alexandra Shulman stepping down, through to lots more in the way of technical detail from the couture shows in Paris.

Also worth reading is the BoF’s piece on automation, a view on what the store of the future looks like now we have Amazon Go, and the unveiling of the first dress made with graphene.


TOP STORIES
  • Nike and Ford caught in crossfire of Trump’s trade overhaul [Bloomberg]
  • British Vogue editor Alexandra Shulman steps down [Vogue]
  • How automation is reshaping fashion [BoF]
  • Iris van Herpen uses visual trickery for latest couture collection [Dezeen]
  • How the retail industry can prepare for the Fourth Industrial Revolution [Medium]

BUSINESS
  • As Trump pushes for U.S. manufacturing, ‘Made in America’ is losing its lustre in the fashion world [LA Times]
  • Warby Parker to open 25 stores this year, co-CEO says [WSJ]
  • Why Macy’s is closing even profitable stores [Fool]

SOCIAL MEDIA
  • How 5 UK brands are using Instagram Stories [Digiday]
  • Dior serialises Bella Hadid-fronted beauty content to retain youth interest [Luxury Daily]

MARKETING
  • H&M launches latest recycling campaign with Bring It On film [The Industry]
  • New Balance aims for inspiration with time capsule initiative [Retail Dive]
  • Cosmopolitan launches influencer network with River Island as first client [Campaign]

RETAIL & E-COMMERCE
  • What does the store of the future look like now we have Amazon Go? [Guardian]
  • The demise of the department store experience [AdAge]
  • Shoppers now expect personalisation to extend to the store: study [Internet Retailing]
  • Get closer to the single customer view – by connecting online and offline data [The Drum]
  • E-commerce: Next day delivery is the “new norm” [The Industry]
  • Amazon puts virtual Dash buttons on its homepage [Techcrunch]

TECHNOLOGY
  • CFDA collaborates with Accenture on tech integration initiative [WWD]
  • First dress made with graphene unveiled in the UK [Guardian]
  • Is this sewing robot the future of fashion? [Fast Company]
  • Starbucks Japan partners with fashion brand for contactless payments [BrandChannel]

START-UPS
  • Vestiaire Collective raises $62 million in pursuit of online luxury resale world domination [Fashionista]
Categories
business digital snippets e-commerce social media technology

Digital snippets: YNAP’s 2020 growth plans, synthetic spider silk, LVMH’s start-ups

Digital snippets - YNAP
Yoox Net-a-Porter Group

We’re back with another round-up of everything you might have missed in fashion, digital comms and technology news over the past week or so. Top of the agenda is an in-depth insight from Yoox Net-a-Porter Group on how it plans to outpace the online luxury market through 2020, while there’s also highlights from LVMH’s start-up showcase in Paris, the role synthetic spider silk might play in the future, not to mention various views from the latest Snapchat campaigns…


  • How Yoox Net-a-Porter Group plans to outpace the online luxury market through 2020 [Fashionista]

  • Synthetic spider silk could be the biggest technological advance in clothing since nylon [QZ]

  • LVMH is looking for start-ups to bring personalisation to its brands [Glossy]

  • Snapchat takes turn at couture [WWD]

  • Early reads on Snapchat lenses show success for Urban Decay and Benefit [WWD]

  • Kate Moss leads line-up of stars in new Calvin Klein campaign [The Industry]

  • Shiseido ups digital game with ‘Rouge Rouge Kiss Me’ [WWD]

  • Meet MikMak, the mobile shopping network that sells via video [WSJ]

  • Beauty and the bot: Artificial intelligence is the key to personalising aesthetic products [The Globe and Mail]

  • How software is reshaping fashion’s back end [BoF]

  • Pinterest for fashion brands: ‘It’s not there yet’ [Glossy]

  • Can new technologies thwart counterfeiters? [BoF]

  • Blippar sets ‘early 2017’ date to hit mass awareness as it tunes ad business for visual search [The Drum]
Categories
Editor's pick product technology

Soundwaves and technical mastery inspire latest Iris van Herpen couture collection

Iris van Herpen Seijaku2
Iris van Herpen’s Seijaku collection

Iris van Herpen took to couture week in Paris yesterday with another collection of technical masterpieces, this time focused on the study of cymatics; the visualisation of soundwaves into geometric patterns.

The Dutch designer’s intricate Seijaku line (which is Japanese for tranquillity), included dresses made from thousands of hand-blown glass bubbles and Swarovski water drop crystals covered in transparent silicon. The aim with the former was to create a “bioluminescent prism around the body”, the designer said.

Iris van Herpen  Seijaku1
Iris van Herpen’s Seijaku collection

There was also Japanese organza woven from polymer threads five times thinner than human hair, and plissé organza arranged in the designer’s typical sculptural structures to portray the intended notion of sound formations.

Van Herpen, who recently won the grand prize of the European Commission for Innovation in Technology, Industry and Society Stimulated by the Arts, accompanied her presentation with the sounds of Japanese musician Kazuya Nagaya’s Zen bowls.

See all of the looks in the gallery below:

Iris van Herpen  Seijaku4
Iris van Herpen’s Seijaku collection

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
data digital snippets e-commerce social media Startups technology

Digital snippets: Iris van Herpen on designing the future, TAG Heuer’s luxury smart watch, Alibaba’s Singles Day smashes records

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

irisvanherpen_ss16

  • Iris van Herpen’s astonishing designs don’t look like ‘clothes.’ They look like the future (as pictured) [The Washington Post]
  • TAG Heuer Connected: the first ‘legitimate’ smart watch? [Wired]
  • How Alibaba turned an obscure, made-up Chinese holiday into a $14.3 billion shopping extravaganza that’s bigger than Black Friday [Business Insider]
  • Dior breaks its e-commerce ban [WWD]
  • REI’s Reddit experience shows brands need to be ready to take the tough questions [AdWeek]
  • Canada Goose debuts first global campaign [AdAge]
  • High-tech Sephora flash boutique in Paris has a robot greeter [Brandchannel]
  • Farfetch tries to reach a little further [Bloomberg]
  • The Minkoffs want to disrupt the dictatorship in fashion with digital innovation [Fast Company]
  • Fashion platform Zalando wants to be Europe’s top tech company [Wired]
  • Macy’s CEO defends role of stores in e-commerce era [Fortune]
  • Apple’s Angela Ahrendts on where the company is taking retail next [Fast Company]
  • Natalie Massenet’s Imaginary Ventures proves she’s ready for next venture after exit from Net-a-Porter [Independent]
  • How Revolve Clothing uses data to create a global brand [Digiday]
  • Adam Selman, Rihanna’s favourite designer, enters the wearables war with Mastercard [NY Times]
  • As luxury brands embrace data, will they use it like a butler or a stalker [AdWeek]
  • Retail’s best Snapchat campaigns [L2]
  • Tel Aviv’s booming tech start-up community is expanding its focus to fashion [Fashionista]
  • Singapore’s postal service provider is developing a futuristic shopping mall to house online retailers [TechCrunch]
  • “People don’t buy stuff in actual stores” – the future of retail, as explained by Gen Z [Quartz]
  • Wary of the next ‘Warby Parker’ [TechCrunch]
  • Refinery29, Dazed and i-D battle for millennials [BoF]
  • Essena O’Neill quits Instagram, rewrites her self-promoting history [The Guardian]
Categories
digital snippets e-commerce film technology

Digital snippets: Barbour, Tory Burch, Birchbox, Levi’s, Kate Bosworth, Agent Provocateur

Barboursummer

A round-up of the latest stories to know about surrounding all things fashion and tech:

  • Barbour creates real-time illustrations of consumers’ stories for summer campaign (as pictured) [Marketing Magazine]
  • Tory Burch releases three pieces of wearable tech: a hands-on review [Fashionista]
  • Birchbox aims to bring ‘artificial intelligence’ to offline retail [AdWeek]
  • Levi’s CMO Jen Sey on her gymnastics career, parenting and the brand’s ecommerce evolution [The Drum]
  • It’s a Snap: Kate Bosworth to Launch Style Thief [WWD]
  • Teaser: Penelope Cruz’s mirage-filled film for Agent Provocateur [Telegraph Fashion]
  • Film: seductive stalker goes full frontal for designer Jonathan Saunders [Creativity]
  • Couture houses include consumers in fashion shows through SoundCloud [Luxury Daily]
  • Facebook tests new ‘buy’ button for online purchases in US [Reuters]
  • Op-Ed | Fashion magazines are missing the mark with shoppable content [BoF]
  • 7 must-have digital tools to promote luxury in China [Jing Daily]
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.

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social media Uncategorized

Infographic: #Oscars best-dressed according to Twitter sentiment

There’s nothing quite like the live commentary you get over Twitter when the #Oscars takes place, as everyone and anyone has some sort of say on the looks hitting the red carpet.

Fortunately then, there’s an infographic just landed (as below) from social media monitoring service, Sysomos, that sums up the sentiment of the evening when it came to the fashion.

Over 400,000 tweets were posted during the live arrivals of the Hollywood crowd, with Silver Linings Playbook stars Jennifer Lawrence and Bradley Cooper winning the titles of best dressed female and male for their respective Christian Dior Couture and Tom Ford looks at these 85th Academy Awards.

Lawrence, who went on to win best actress for her role (tripping up the stairs as she did so, which was instantly made a GIF of course), is also highlighted as the viewers’ favourite from the night with over 32,000 tweets. Anne Hathaway, who was wearing Prada, was labelled worst dressed by the tweeting public, despite stealing the number one spot on Vogue.com’s list.

The infographic also highlights US fashion brands deemed particularly “good at social media” (outside of the Oscars) by Sysomos, including Kate Spade, Tory Burch, Rachel Zoe, DKNY and Oscar de la Renta.

When it came to the big designers from tonight’s awards, however, there’s no doubt that winners lay in Dior, as already mentioned, but also worn beautifully by Charlize Theron, as well as Armani Privé who dressed best actress nominees Jessica Chastain and Naomi Watts. Nine-year-old Quvenzhane Wallis also wore Giorgio Armani.

Versace was another noteworthy label worn by Halle Berry as well as Jane Fonda, who presented on stage with Michael Douglas. But it was perhaps Naeem Khan who truly stole the night, not for the stunning AW13 column dress seen on Stacy Keibler, but for that of First Lady Michelle Obama, who was the suprise presenter of the best picture award live from the White House.

060_OscarsRedCarpet_FINAL