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Prada enlists computer-generated influencer to promote Fall 18 show

Lil Miquela for Prada Fall 18
Lil Miquela for Prada Fall 18

Prada has worked with Lil Miquela, a computer-generated virtual influencer, to promote its Fall 2018 collection via animated GIFs on Instagram Stories.

To announce the partnership alongside the label’s Milan Fashion Week runway show, Miquela posted a series of short Instagram videos featuring the GIFs, and invited her followers to head to Stories and play. The call to action read: “Go off!! #pradagifs are live in stories! Start posting and tag me.”

Over on Prada’s account, the CGI avatar gave followers a mini tour of the show space, a new Rem Koolhaas venue, while flying a drone around, which she controlled with her phone.

GIFs ranged from inspiration of Prada’s current collection, as well as nods to more archival pieces such as the SS10 flame shoe and the SS11 banana print.

Lil Miquela for Prada Fall 18
Lil Miquela for Prada Fall 18

Miquela Souza, or Lil Miquela, is a virtual version of a 19-year-old Los Angeles based influencer, who boasts over 600k followers on Instagram, and whose creators remain purposively elusive.

Speaking to the Business of Fashion in February, Miquela explains her success: “Initially, it probably stems from curiosity. I think people stick around because they end up learning more about themselves through the questions they’re asking. I love being able to communicate, learn and talk to everyone from all corners of the world. There is a sense of community to it as well, the people who follow me end up being friends with each other and the communications that it opens up is inspiring.”

Since “launching”, the influencer has been seen wearing the likes of Vetements and Proenza Schouler, while her music track “Not Mine” has been played over 100K times on Spotify.

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social media

Primark fortuneteller to send personalised Christmas messages via Twitter

mystic_primark

Primark is celebrating all-things Christmas jumpers with a Twitter campaign this Friday that will see fortunes told via customised videos and animated GIFs.

The value-based fashion retailer, which has recently opened its first two stores in the US as well as one in Spain, will introduce “Mystic Mother Christmas” in order to send personalised responses to its social media fans.

Consumers are invited to post Christmas jumper selfies (Friday is “officially” National Christmas Jumper Day in the UK) with the hashtag #mysticmotherchristmas to get their festive custom responses.

Created with agency ODD and supported by the teams at Twitter and Giphy, the aim, said Primark, is to have a little fun and to give something back to its 7m followers (127,000 of which are on Twitter).

“Christmas is the time for giving and we’re giving you one of the greatest gifts of all, a smile (and a personalised message from Primark of course). We’ve found our very own Mystic Mother Christmas to help make Christmas Jumper Day even more exciting. No complex ways of entering or joining in, just tweet with the hashtag #mysticmotherchristmas and we’ll bring the party to your Twitter feed. If you make a real effort we’ll return the favour and give you an extra special video message,” says Olly Rzysko, head of digital communications at Primark.

Mystic Mother Christmas herself, otherwise known as Shelagh, is a little nod to films including Advanced Style and Iris (about fashion icon Iris Apfel), but inspiration also came from the A Very Murray Christmas Netflix special, Rzysko added.

The initiative celebrates the brand’s partnership with Unicef Ireland and the UK’s ITV Text Santa campaign supporting Make A Wish, Save the Children and Macmillan Cancer Support. €2 and £1.50 respectively from every Christmas jumper sale at Primark goes to the funds.

Some of the best videos from the day will appear on the Primark YouTube channel as well as via Giphy.

mystic_primark2

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digital snippets e-commerce social media Startups

Digital snippets: Prada, John Lewis, Comptoir des Cotonniers, Sephora, L’Oréal

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

pradasphere

  • Prada delves into visual past with Pradasphere microsite [Luxury Daily]
  • John Lewis picks iBeacons, smart-home Sonos rival, and 3D planning start-ups as final partners for JLab incubator scheme [The Drum]
  • You can now buy Comptoir des Cotonniers directly from ads on bus shelters in France [Fashionista]
  • The ROI: Sephora, Thismoment share results of Pinteresting beauty board launch [BrandChannel]
  • L’Oréal targets ads based on hair colour in online photos [AdAge]
  • ‘Vogue’ makes its Instagram shoppable with Liketoknow.it [Fashionista]
  • adidas promises to exclude consumers unless they opt ‘#allin’ to World Cup campaign [Marketing]
  • Visual search set to make world of imagery instantly shoppable [BoF]
  • Condé Nast drafts an internal ‘Magna Carta’ for native advertising [AdAge]
  • Lingerie brand turns to Snapchat for a voyeuristic, vanishing lookbook [PSFK]
  • Fruit of the Loom turns GIFs into Father’s Day gifts [AdWeek]
  • The power women who are reinventing the way you shop fashion online [Forbes]
  • Mary Meeker’s 2014 internet trends report: all the slides plus highlights [Quartz]
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film social media

John Lewis calls for GIFs focused on “moving forward” in ongoing #JL150 anniversary campaign  

jl150

John Lewis is continuing the celebrations for its 150-year anniversary with a crowdsourced GIF campaign.

Created to accompany its new TV ad dedicated to British history, the initiative invites fans to submit their own animated images or videos of up to 15-seconds in length, showing how they’re “always moving – dancing, running, learning new things”.

That concept ties to its tagline for the whole campaign: “For 150 years you’ve never stood still. Neither have we.”

Entries can be submitted via Tumblr, Google+, Instagram, Facebook or Twitter using the #JL150 hashtag up until May 30. A winner will be picked at random and awarded £1,500 of JL vouchers; a further £150 of vouchers will be given to their favourite entry each week.

The company has also launched its own #JL150 Tumblr page housing numerous versions of its own GIFs (examples below) – some of the pulled from the TV ad and others showcasing the commemorative products created for the anniversary in collaboration with some of Britain’s most loved brands and designers.

Check out the John Lewis Facebook page too for news on further celebrations in-store, as well as a content series dedicated to different decades.

jl150-babyjl150-handbags jl150-girls jl150_product1 jl150-exercisejl150-toaster

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digital snippets e-commerce social media Startups

Digital snippets: The North Face, Instagram Direct, Target, Barneys, Harrods, Karmaloop

The big news over the past couple of weeks in the retail and fashion tech space was of course the concept of Amazon drones, but multiple other stories grabbed the headlines too. Here’s a highlight of the best ones…

instagram-direct-2

  • IBM’s Watson explores the great e-commerce unknown with The North Face [AdAge]
  • What Instagram Direct means for fashion brands (as pictured) [Fashionista]
  • Barneys creates holiday .gif guide to appeal to younger consumers [Luxury Daily]
  • Harrods’ Christmas Weibo campaign engages London’s Chinese tourist influx [Jing Daily]
  • Karmaloop targets millennials with YouTube and Snapchat holiday plan [AdWeek]
  • Kmart’s ‘Ship My Pants’ gets the Dickens treatment for Christmas [AdAge]
  • Native advertising: the pros and cons [WWD]
  • Designing the next generation of wearables, with women in mind [Fast Company]
  • With 3-D printing, clothing that leaves out the sewing machine [NY Times]
  • Mallzee is a Tinder-esque shopping app that lets your friends play fashion police [TechCrunch]
  • Start-up Thread is building a scalable personal styling service, blending human stylists and intelligent algorithms [BoF]
  • Instagram is the ‘best platform for brands’ in 2013, beating out Facebook, Twitter, and Google+ [Venture Beat]
  • Retailers look to their best customers, not bloggers, as the new influencers [Fashionista]
  • Gap’s ad with Sikh model Waris Ahluwalia defaced with racist graffiti, drawing incredible response from company [Huffington Post]
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film social media Uncategorized

Paul Smith partners with artist Kate Moross for #LFW Vine clips

Another example of how to use Vine to beautiful effect has just come in from Paul Smith. The British designer has partnered with London-based artist Kate Moross, who is shooting a series of imaginative six-second clips in the run up to tomorrow’s London Fashion Week show.

The first, called BLINDS and shown above, sees shutters opening and closing on the Paul Smith logo. Others so far, and as below, have been titled REFLECT and INFINITE, hinting at the venue and print and pattern respectively,

“We’re drawing influence from the themes and palette of the collection revealing glimpses of what’s to come in Sunday’s catwalk show,” said Moross. “The format is so immediate, all professional video tools are off limits, instead we’re creating animations, loops and video effects using colour filters, miniature lenses and simple objects.”

You might also like:

Matthew Williamson to magnify intricate garment detail in #LFW Vine strategy

Vine scores big with #NYFW crowd

Take a look at Calvin Klein’s Vine posts during Super Bowl XLVII

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social media Uncategorized

Matthew Williamson to magnify intricate garment detail in #LFW Vine strategy

Matthew Williamson - MatthewMagnified

Vine might have been the big hit at New York Fashion Week, but the majority of posts lacked somewhat in the innovation, quality or insight department. Monotony was the main issue as six-seconds of finale or panning audience shots were uploaded one after the other at every show.

Here’s a heads up then – the Matthew Williamson show in London is set to approach it with much more in the way of a strategy. Known for his intricate handcrafted garments, the designer will use Vine as a means of showcasing details up close to real, raw and beautiful effect, as introduced by the designer here (and see below). As the models head down the runway on Sunday, February 17, animated backstage shots by photographer Sean Cunningham (of Burberry Tweetwalk fame) will be posted to Twitter that zoom and magnify in on the embellishment and beadwork in a bid to bring followers a more detailed view than those on the front row.

The concept takes its inspiration from Williamson’s #MatthewMagnified campaign on Facebook, which uses the Pic Jointer app (as above) to show still catwalk images alongside close-up detail shots of the fabric.

Here’s what Rosanna Falconer, head of digital for the designer, had to tell me about their plans:

“#MatthewMagnified has been hugely successful for us, our most popular campaign but also what we really wanted to drive home about the brand; it shows and conveys the luxury of Matthew, which you just can’t find on the high street.

We were trying to think of how to do this in a dynamic way for our show at London Fashion Week. We’re working with photographer Sean Cunningham who has created incredible GIFs in the past for Burberry and SHOWstudio, but we wanted to find something unique for Matthew. Sean got incredibly inspired by #MatthewMagnified, and the idea of an animated image that zooms in and shows the detail.

So we came up with our own kind of animated GIF concept, which is about being able to see closer than the front row. The issue was finding the ideal tech to show it, and Vine really was that. Better yet, being able to show over Twitter really made it all very achievable; it’s one very simple step.

Sean started having a play with it, and has created some beautiful work already. I love the way it’s such raw footage; the idea of it being Cinéma vérité, which is a French term for true-to-life documentary filmmaking. Rather than being a final polished campaign image, it’s what’s going on right now, live from backstage. It’s really special being able to capture that. Six seconds is the perfect length too – from full look to the magnified detail. Our attention span is getting ever shorter and these quick clips will show the catwalk condensed in its raw, backstage form.

We’re trying to give our followers better than ever access with a real, up-close quality. In many ways, it’s like a digital version of the go-see, which are the appointments made by press and buyers after the show to view the collection in greater detail. It’s the beadwork, the detail and the craftsmanship of the product right there.

It’s also not about tech for tech’s sake. I’m a great believer in only using digital innovation where it’s a good brand fit and not just for the sake of it because something is new and hip. Obviously everyone is speaking about Vine, but the important thing here is that we’re using it with an established campaign, the most successful thing we’ve been doing on social so far, and a concept we’ve been wanting to take further. We were looking for the means to do so and it’s a happy coincidence that this came together with Twitter so well.”

The show takes place on at 6pm GMT on Sunday, February 17. Follow @MWWorld on Twitter, search for him via Matthew Williamson on Vine, and watch out for the hashtag #MatthewMagnified.

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social media Uncategorized

Take a look at Calvin Klein’s Vine posts during Super Bowl XLVII

As promised, Calvin Klein made use of Twitter’s new video-sharing app, Vine, during the Super Bowl last night.

Designed to support the premier of its Calvin Klein Concept men’s underwear campaign during the first quarter of the game, the six-second Vine content consisted of various different shots of model Matthew Terry working out in his boxers.

What was clever was the simple Super Bowl-themed copy that accompanied – “Game time”, “Fighting it out in the 4th”, and “Touchdown” included. So too was there a nice use of #SuperBowl and #SB47 hashtags throughout.

Below is a selection of them. Scroll to the bottom for the full ad too…

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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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Uncategorized

Calvin Klein partners with FashGif for fun Tumblr images

Calvin Klein has enlisted Tumblr blogger FashGif to create a series of animated images of its new spring/summer 2013 womenswear collection.

The initiative sees still catwalks shots from the recent NYFW show brought playfully to life through added interest and detail, thanks to the signature work of FashGif’s Greta Larkin. As her page reads, it’s all about “making fashion move”.

Each image is appearing on Calvin Klein’s own Tumblr page every day this week. Below are two more examples of those released so far.

The company is also continuing its relationship with blogger and model Hanneli Mustaparta, focused on behind-the-scenes images from fashion week.

FashGif also created this exclusive image for trend forecasting site WGSN’s Tumblr last week, inspired by the Proenza Schouler SS13 show: