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Campaigns e-commerce Editor's pick

Fred Perry and Raf Simons launch collaboration via shoppable virtual map

Fred Perry and Raf Simons are promoting their newest collaboration by inviting customers to view and shop the collection through a virtual map featuring a suburban town.

Similar to Google’s Street View platform, the map features models walking through a nondescript coastal town, captured mid-movement as if oblivious to the presence of a camera. Adding an element of anonymity they have their faces blurred, as do some products which are to be launched at a later date and still not available for purchase.

When navigating the platform, users are sent on a scavenger hunt to spot the models as they go through the streets by clicking arrows in the direction they want to go in. Models can then be found at random, huddled in groups, riding a motorbike or walking alone. Clicking a model will reveal what garment they are wearing, and leads customers to an e-commerce page to complete purchase.

Fred Perry x Raf Simons
Fred Perry x Raf Simons

The brands’ decade-old collaboration has become a staple in the wardrobes of many trend-led young consumers. To celebrate its 10th anniversary last summer, the brands gifted 100 garments from its archives to the subcultures that inspire their collections. Over the course of six weeks, products were distributed at places with emerging subcultures, such as Athens and Belgrade.

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Editor's pick social media technology

Streetwear brand unveils lookbook using Google Street View tool

Onemeth_googlestreetview

Numerous fashion brands have taken to exploring online platforms in novel and inspiring ways of late. Misha Nonoo used Instagram as a means of showcasing her spring/summer 2016 show, for instance, while Diesel hit Tinder in order to drive engagement around its autumn/winter 2015/16 campaign.

Now, Google is getting a turn, or more specifically its Street View tool is. Canadian streetwear brand OneMeth (created by digital agency OneMethod) has used the tech giant’s virtual “See Inside Tour” to unveil its latest collection.

The nine-piece line was shot in 360-degrees in the company’s office by design studio Virtuo360, and then uploaded to Google Street View where it can now be fully explored up close through the interactive maps.

As AdWeek writes: “Navigation can be tricky, as it often is with Street View interiors, making the project feel like more of a stunt than a real innovation in how to look at clothes.” But it is of course a nice experiment given how monotonous new lookbooks can otherwise be.

Said Max Sawka, associate creative director of OneMeth: “We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format.

“When we landed on Google Street View as a new way to introduce our line, everything clicked. It offers viewers an incredible virtual experience with the clothing, like you can almost grab the gear. We’d love to look at playing in this space again in the future and evolve what we did with this lookbook.”

Take a look and have a play with some of the collection below…

Categories
digital snippets social media

Digital snippets: Burberry, Gucci, Kenneth Cole, Onitsuka Tiger, Google Glass

Here’s a highlight of recent stories from around the web surrounding all things fashion and digital. Look out for another round-up later this week specific to all the digital activity from New York Fashion Week…

Angela-Ahrendts-by-Michael-Hemy_BURBERRY

  • CEO Talk: Angela Ahrendts on Burberry’s connected culture [BoF]
  • Gucci links with Google Maps for interior view of Milan men’s flagship [WWD]
  • Onitsuka Tiger launches digital film and Instagram campaign [Campaign]
  • The next version of Google Glass might actually look normal instead of ridiculous [Business Insider]
  • Twitter hires first commerce chief to start shopping via tweets [Bloomberg]
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social media technology

Burberry and Google bring emotion to digital with virtual kissing campaign

Burberry Kisses

The latest digital innovation from Burberry sees a reimagination of the classic love letter, as fans around the world are able to send and share virtual kisses with one another.

Burberry Kisses, as it’s called, is a partnership with Google that combines personalised content and new technology in a bid to bring an element of emotion to online communications.

Users are able to send an impression of their own real kisses to loved ones by either using their desktop webcams via Google Chrome or by having direct lip contact with their touch screen devices. This so-named “kiss recognition technology” captures the outline of the pout, from which one of five Burberry lip colours can be added to dress it up, and a message typed in to the intended recipient.

On sending, both parties will see personalised animated content dependent on where in the world they are and where they’ve sent their kiss to, thanks to Google Earth and Google Streetview technology. The skylines of New York, Hong Kong, London and more are each shown for instance as the love note flies through the air to its destination. Detail also appears in puddles reflecting local views and recognisable street names.

The aim, according to the company, is to “humanise technology”, and to “translate the emotion of what we create and experience in the real world, into the digital space”.

Christopher Bailey, Burberry’s chief creative officer, said: “We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trench coat on a rainy morning. Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world – by telling a story that makes the digital personal.”

The soundtrack, Evergreen Love, by British Burberry Acoustic musician Misty Miller, was also chosen to provide “emotional resonance”. All outcomes can of course be shared over Google+, as well as the other usual social platforms.

The entire project will be captured in a World of Kissses map. This has two views – a real-time interactive version that shows ‘live’ kisses as they move around the world, and an ‘all’ option that reveals the cities sending and receiving the most.

The initiative is part of Google’s Art, Copy & Code series, which will be showcased during next week’s Cannes Lions International Festival of Creativity.

BurberryKisses1Burberry Kisses - Skyline (New York)Burberry Kisses - World of Kisses