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What you missed: digital realities at fashion week, lessons for retail, M&S on data

digital realities
At NYFW, 13 designers introduced Intel’?s immersive runway experience powered by VOKE?s TrueVR platform

The see-now, buy-now fashion week circus continues, wrapping up in New York and onto London. All eyes on the Burberry show as that takes place this evening, but before that a round-up of all the other bits you might have missed including J. Mendel’s Instagram Stories show, Hood by Air’s collaboration with PornHub and the role virtual and mixed reality are playing this season.

Also hitting the headlines has been everything from the first Bread & Butter by Zalando attracting 20,000 consumers, and M&S sharing detail on how data and technology can drive innovation and growth. Don’t forget to check out our full list of upcoming events at the bottom too…

  • Virtual reality hits NYFW [BoF]
  • Hololens’ mixed reality to transform London Fashion Week show [Forbes]
  • With shoppable runway shows, fashion brands court millennials [Bloomberg]
  • The real action at fashion week is on your phone screen [WSJ]
  • The influencer you use may be ripping you off [Inc]
  • Millennials prefer to deal with companies by text [BetaNews]

  • First Bread & Butter by Zalando attracts 20,000 consumers [WWD]
  • Everlane: The San Francisco clothing company that launches t-shirts like they’re iPhones [Quartz]

  • J. Mendel’s fashion show was on Instagram [Glossy]
  • Hood by Air collaborated with PornHub at New York Fashion Week [The Cut]
  • Bloomingdale’s gamifies in-store shopping through Snapchat filters [Luxury Daily]
  • Pinterest studies how to supercharge fashion content [WWD]
  • This GucciGhost installation might be the best Instagram moment of NYFW [Fashionista]
  • Facebook Messenger adds buy button, native payments [ZDnet]

  • Kate Spade does ‘see-now, buy-now’ with a new video starring Zosia Mamet [Fashionista]
  • Etsy’s first global campaign is an expression of individuality, just like the stuff it sells [AdWeek]

  • 7 lessons for retail in the age of e-commerce by Rachel Shechtman of Story [BoF]
  • 4 fashion brands that are getting creative with shoppable video [Digiday]

  • Your next pair of shoes could come from a 3D printer [NY Times]
  • This high-tech suit lets you feel things in virtual reality [Quartz]
  • Richard Hewitt of M&S on using data and technology to drive innovation and growth [Internet Retailing]

  • Fashion start-ups are crowdsourcing critical business decisions. Is it working? [BoF]

social media

Snapchat Discover channel, Sweet, to host exclusive GucciGhost content at #NYFW

Sweet Snapchat GucciGhost
Exclusive GucciGhost for Gucci GIFs will feature on Sweet’s Snapchat Discover channel during fashion week (Image: art by Lucia Meseguer for Gucci)

Sweet, the Snapchat Discover channel owned by Hearst, is introducing a stream of exclusive editorial content for New York Fashion Week.

Included is the premiere of animated GIFs and wallpaper designed by GucciGhost for Gucci, as well as a takeover by make-up artist Bobbi Brown, which will see video tutorials shared from backstage at the Jenny Packham show.

Sweet will also be behind-the-scenes at Tibi to record additional beauty looks and trends, and be capturing a tour of the CND Nails Labs as they create their 3D nail designs for designers Libertine and Alice + Olvia.

Based on the idea of being “very fun and shareable”, according to Sweet’s VP and general manager Ross Clark, the content will reach the channel’s 15 million monthly readers. All of these partnerships are purely editorial ones, while haircare brand TRESemmé serves as Sweet’s advertising partner for the NYFW themed editions and a broader campaign throughout September, Clark explains.

He refers to Sweet as a “new lifestyle brand for the next generation of international tastemakers” and Snapchat as the perfect environment for that consumption. “Snapchat offers such a rich and diverse product experience — full sight, sound and motion plus social, mobile and immediate. This combination of product features enables brands, designers, models, publishers and more to connect with their audience in such a direct and immersive way,” he says.

As for the future? He’s excited to see if and when e-commerce becomes a part of the platform. “I think that could be a game changer for both users and fashion brands.”

Vogue has also introduced a new Snapchat Discover channel in time for New York Fashion Week, with content already featured from Miranda Kerr, Kim Kardashian West and Cindy Crawford.