Categories
data social media technology

London Fashion Week to illustrate digital conversations with data tree

London Fashion Week
London Fashion Week

The British Fashion Council (BFC) is turning to data for the upcoming London Fashion Week, by releasing an eye-catching visual display of live conversations happening about the event.

Using data derived from social media and other digital channels, it will unveil the so-called “Blossoming Fashion Conversation” at the 180 Strand venue that hosts the bi-annual event.

The visualization, developed in partnership with Google and technology company Holition, will be shaped like a tree. It will showcase the most talked-about topics on its roots, while its branches will show the number of social outlet mentions.

Conversations will be collected from social media mentions, as well as from Vogue UK and Harper’s Bazaar UK.

Subject matter is expected to be diverse, including relevant conversations on sustainability, the luxury and streetwear sectors, diversity, and innovation in general.

The installation will kick off on Friday September 14, to coincide with the official start of LFW, and stay on display for the duration of the event.

As part of its mission to ensure evolution within the industry, the BFC is investigating ways in which fashion players can be innovating across the board. In June, TheCurrent curated and produced the BFC’s annual Fashion Forum, which discussed future-facing industry topics and saw a keynote with designer Tommy Hilfiger and chief brand officer Avery Baker.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
mobile social media

Harper’s Bazaar launches Emojis 2.0 app, nods to key brands and fashion personalities

harpersbazaar_emojis_anchor

Converse shoes, Hunter boots, Chanel bunny ears and a Birkenstock sandal are among some of the new emojis released from Harper’s Bazaar magazine in time for the fashion week season ahead.

The US-based publication has introduced over 40 new icons to the collection on its dedicated iPhone app, with further references made to fashion personalities including Cara Delevingne and Derek Blasberg, as well as on-trend items such as denim dungarees and a fedora.

There’s also a specific illustration of the waterfall in front of the Lincoln Center (which is home to Mercedes-Benz Fashion Week in New York from September 4-11), as well as things like kale, iced coffee, a low-battery sign and more.

The app is sponsored by fashion brand Equipment, accordingly also including five Equipment-specific emojis. It was designed and developed in partnership with SixAgency.

BUNNY EARSPUDDLE JUMPERCARA DELEVINGNEEQUIPMENT EARN YOUR STRIPESNEED JUICEOLD SCHOOL KICKSOVERALLSSTRAPPED IN

 

Categories
digital snippets social media Uncategorized

Digital snippets: Wonderbra, Gucci, Mulberry, L’Oréal, Saint Laurent, Louis Vuitton

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Wonderbra launches augmented reality-enhanced “Decoder” campaign (as above) [DigitalBuzzBlog]
  • Gucci unveils pinnable banner ad [Mashable]
  • Mulberry launches Brilliant Britain online guide [Vogue UK]
  • Hedi Slimane’s Saint Laurent rebranding continues with YSL website overhaul [Grazia]
  • Louis Vuitton takes to Instagram during Paris Fashion Week [WWD]
  • L’Wren Scott went with Instagram in lieu of a fashion show [TheCut]
  • L’Oréal launches beauty and style app for the Xbox [AdAge]
  • Refinery29 and DKNY team up for handbag line [Refinery29]
Categories
film Uncategorized

Diana Vreeland documentary can teach the fashion industry something about marketing too

In the new Diana Vreeland documentary, The Eye Has to Travel, designer Diane von Furstenberg refers to the memos written by the late editor and museum curator, as being like a blog. “[Vreeland] was, in fact, the first blogger,” she jokes.

The wit, precision and bite-sized content of those memos however, makes that idea, albeit in analog form, not too hard to imagine playing out successfully online.

Vreeland wasn’t of course around to witness the explosion of the social web, but had she been a part of it, she most definitely would have done it better than anyone else.

The film itself, is truly incredible. As the write-up reads: “Diana Vreeland: The Eye Has to Travel is an intimate portrait and a vibrant celebration of one of the most influential women of the twentieth century, an enduring icon who has had a strong influence on the course of fashion, beauty, publishing and culture.”

It continues: “During her fifty year reign as the “Empress of Fashion”… [she invited] us to join her on a voyage of perpetual reinvention and take part in the adventure of life. Through her trained and diligent eye, she opened the door of our minds and gave us the freedom to imagine. Her images and accomplishments are as fresh and relevant now as they were then, and her spirit is just as vibrant and relevant today.”

Part way through the film, one of the many high profile old colleagues, friends and family members (from Richard Avedon and Lauren Bacall to Hubert de Givenchy) featured, says: “She was about ideas, the magic of fashion.”

And it’s that that resonates.

It reminds us once again why the fashion industry can be so incredibly good at marketing: it’s all about storytelling and imagination. Or as Vreeland so aptly says in the film: “We live through our dreams and our imagination. That’s the only reality we ever really know…”

Most definitely something there to be learnt in how to approach digital strategy.

Go watch the film.